The informal alliance between Sony Pictures and Eros International in their parleys with multiplex owners for their Diwali releases, Saawariya and Om Shanti Om, has fallen through. Sony has reached an agreement to release the film at multiplexes for lower revenue than it had sought earlier.

Sony and Eros had a few days' earlier, approached theatre chains together, demanding a 50 per cent of the ticket sales in the first two weeks and 40 per cent in the third and fourth. After much haggling, it is believed that Sony has agreed to release Saawariya in Mumbai's multiplexes for 50 per cent of the revenue in the first week, 40 per cent in the second and 30 in the third. In Delhi, the revenue share will be the same for the first week but will be a little higher for the second and third week – 45 and 35 per cent respectively. The share for the fourth week will be decided on the basis of the film's box office performance. Eros is still at the negotiating table and is learnt to have signed up only with Inox Leisure so far, but revenue sharing terms have not yet been finalized. Despite putting up a united front along with Eros, Sony has now broken away as it stands to loose more than Eros. They decided to deal with multiplex owners directly, while Eros has re-sold the distribution rights of Om Shanti Om to individual distributors in some territories after acquiring the rights from Shah Rukh Khan's Red Chillies Entertainment. With this deal, Sony Pictures from Hollywood mark their entry into Bollywood with Saawariya.