Ae Dil Hai Mushkil vs Shivaay

By admin, August 31, 2016

Mere weeks after the big box office clash between Akshay Kumar’s Rustom and Hrithik Roshan’s Mohenjo Daro over the Independence Day weekend, focus has already shifted to the Diwali release slot, and the two major Bollywood films that are looking to occupy it.

Shivaay — Ajay Devgn’s action thriller — and Karan Johar’s Ae Dil Hai Mushkil (featuring an ensemble cast comprising Ranbir Kapoor, Aishwarya Rai Bachchan, Anushka Sharma and Fawad Khan, apart from a cameo by Shah Rukh Khan) go head-to-head at the box office on 28 October.

At the moment, both films seem evenly matched.

Shivaay‘s high-octane trailer has been among the most watched on YouTube, but on the other hand, the Johar Juggernaut is not one anyone could ever dismiss out of hand.

So until opening day at the theatres, and the weekend immediately after, naming either of the films as the ‘frontrunner’ would be a tough call to make — not to mention a highly unreliable one.

But fans have rushed in where experts fear to tread.

On Twitter, over Tuesday, 30 August (when the Ae Dil Hai Mushkil teaser and posters were released by Dharma Productions), the phrase ‘Ja Shivaay Kar De Vinaash’ was trending. There was a flurry of tweets extolling the virtues ofShivaay (over a mostly unnamed rival) — a perfectly fine proposition in and of itself for fans of a particular film — except for the timing.


Even as the pro-Shivaay tweets built up, there was another hashtag that was picking up: #AeDilHaiBombayVelvet. The reference was of course, to the last time Karan Johar, Anushka Sharma and Ranbir Kapoor teamed up for a film (although Johar was a member of the cast and not directing), Bombay Velvet, and its box office failure.

The anti-ADHM momentum carried over well into Wednesday, 31 August. This time the phrase that trended was the rather more ominous sounding “Dirty game by Karan Johar”. Tweets that used this phrase alleged that Johar’s production house had ‘paid’ to have people tweet positively about the Ae Dil Hai Mushkil teaser. Some put up screenshots purportedly from Dharma that laid down explicit instructions for how the tweets should be composed/shared.

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