The Legend of Moola Jatt

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The Maula Jatt legend has done a lot of unprecedented things: an ambitious concept, a massive budget, record earnings and a captivating execution. But perhaps her most iconic battle won’t be Maula Jatt versus Noori Nuth on screen. It will be the off-screen showdown between producers and exhibitors – a power play that has sought to overturn a jealously guarded formula governing the film trade.

Simply put, the producers thought they had an unprecedented product and they wanted an unprecedented salary. They therefore proposed to rewrite a financial sharing formula agreed with the exhibitors. They did this by offering two new formulas, which basically sought higher ticket prices for the first 11 days, and a greater share of the revenue. The non-financial requirements of these formulas also reflected the swashbuckling action sequences of a reborn Maula Jatt.

Here’s how it all happened.

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