Rajinikanth’s ‘Jailer 2’ vs. Dhanush’s ‘OM’: The Battle for Screens Begins

Rajinikanth’s eagerly awaited cop-story sequel “Jailer 2,” directed by Nelson, packed with multiple cameos by pan-India stars, and Dhanush’s big-budget action entertainer co-starring Mammootty and Naseeruddin Shah, “OM Chapter 1: Udhiram: The Blood Wood,” directed by Rajkumar Periasamy, are set for a clash during the long six-day Pooja/Dussehra holiday weekend. “Jailer” has announced an October 15 (Thursday) release, while OM arrives the very next day, October 16.

Tamil film trade circles are worried about the fallout, with the big challenge being to secure adequate screens and shows not just in Tamil Nadu, but also in crucial domestic Indian and overseas markets. Adding to the pressure, a few big-ticket films in other languages have also locked in a Dussehra festival release.

Usually, a Rajinikanth film gets a solo release and maximum showcasing. But this time, he will have to share screens with his former son-in-law. According to distributors, the asking rate for “Jailer 2” Kerala distribution rights is a whopping Rs 20 crore as it features Mohanlal, Hrithik Roshan and others in cameo roles. Meanwhile, Dhanush’s “OM” is being quoted around Rs 10 crore since Mammootty has a powerful role.

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Kerala has around 850 screens, as most single screens have been converted into multiplexes. The good news for “Jailer 2” and “OM” is that there are no Malayalam releases for Pooja. So both these films can be accommodated. The theatrical recovery will depend on the price at which it is sold and opening-day word of mouth.

But the dubbed Telugu versions of both films will face major competition in Andhra and Telangana from Chiranjeevi’s action epic “Vishwambhara,” directed by Mallidi Vaasishta, which is expected to arrive in theatres on October 16.

The conversation in trade circles is that “OM” has little choice but to release alongside “Jailer 2,” as there is no other viable release date available this year. If it moved to Diwali, the competition would be even stiffer, with Suriya’s “Scene” releasing on November 6 alongside Nayanthara’s “Mookuthi Amman 2” and the highly-anticipated “Ramayana.” None of the stakeholders want to push to Christmas, with “Avengers: Doomsday” set for a carpet-bombing release across India in multiple languages on December 17, a day ahead of its US release.

“Jailer 2” and “OM” have fetched high OTT and satellite deals at a time when the market is down. Another reason cited for the unavoidable clash is streaming platforms’ insistence on sticking to the theatrical release date they committed to at the time of the OTT sale. If a producer postpones the theatrical release, it can push the OTT date and impact the pricing. Streaming platforms acquire content based on language to fit their release strategy and slate.

There have been instances of OTT players canceling rights when producers postpone theatrical releases. Remember Vijay’s “Jana Nayagan” postponement, which reportedly led to the original OTT player moving out?

This Pooja/Dusshera season will be closely watched by the Tamil film trade, as “Jailer 2” and “OM” will not just clash at the box office, but also battle for the ultimate prize — the love, loyalty, and acceptance of fans and viewers.