Archive · 1 Sep 2026
Toxic–Irumudi Screen Dispute Explains How Theatres Allocate Films
Movie theatres have only a limited number of screens and shows.
When a new movie arrives, theatres may change their schedules.
Toxic reportedly received screens that had been showing Irumudi.
Irumudi had been released on August 21, and Toxic arrived on August 26.
Producer-distributor Natti Kumar said this was unfair.
Some theatres reportedly brought Irumudi back after audiences protested.
Theatres, distributors and producers usually discuss how many shows each film should get.
They consider advance bookings, ticket sales and expected demand.
Different theatres may also use different payment arrangements, such as revenue sharing or fixed rentals.
Yash-starrer Toxic reportedly replaced some Irumudi shows in Andhra Pradesh and Telangana.
Irumudi released on August 21, while Toxic arrived on August 26.
Producer-distributor Natti Kumar called the reported allocation unfair and claimed nearly 250 theatres were given to Toxic.
Some theatres reportedly restored Irumudi shows after audience protests.
Screen allocation depends on bookings, audience demand, ticket sales, commercial agreements and negotiations.
- Who
- Yash-starrer Toxic, Ravi Teja-starrer Irumudi, producer-distributor Natti Kumar, distributors and theatre exhibitors.
- What
- A dispute arose after some theatres reportedly shifted Irumudi shows to Toxic.
- When
- Irumudi released on August 21, Toxic released on August 26, and the report was published on September 1, 2026.
- Where
- The reported screen changes occurred in Andhra Pradesh and Telangana.
- Why
- Theatres adjust screen allocations based on commercial agreements, advance bookings, audience demand, ticket sales and expected revenue.
Producer's Objection
Theatre-Business Explanation
Whether the screen shift was fair
Producer's Objection
Natti Kumar described the reported replacement of Irumudi shows by Toxic as unfair and said nearly 250 theatres had been allocated to Toxic.
Theatre-Business Explanation
The article explains that a new release can receive more shows when commercial terms, advance bookings, expected demand or performance indicate stronger earning potential.
Who should control screen allocation
Producer's Objection
The reported audience protests and restoration of Irumudi shows suggest that some viewers wanted the earlier film to remain available.
Theatre-Business Explanation
Screen allocation is generally determined through negotiations involving producers, distributors and exhibitors; a star or producer cannot simply demand a screen.
- Films involved
- Toxic and Irumudi
- Irumudi release
- August 21
- Toxic release
- August 26
- Affected markets
- Andhra Pradesh and Telangana
- Reported allocation
- Natti Kumar claimed that nearly 250 theatres were given to Toxic.
- Reported response
- Some theatres reportedly restored Irumudi shows after audience protests.
- Payment models
- Multiplexes commonly use revenue sharing, while single-screen theatres have traditionally used fixed rentals or minimum guarantees.