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When Shah Rukh Khan announced plans for his production Always Kabhi Kabhi, he would have expected that no one would dare release alongside his teen romantic comedy set in a school campus. However this hasn't quite happened, what with as many as half a dozen other films vying for attention on the same day, hence resulting in a crowded situation. This has also raised a pertinent question around whether filmmakers in the B-Town are willing to take a risk by being no more scared of the competition, despite Shah Rukh's name involved.

"It is surprising to see that despite Shah Rukh announcing Always Kabhi Kabhi for 17th June release way in advance, there are three notable films - Bheja Fry 2, Bin Bulaye Baarati and Bhindi Baazaar Inc ready to take it heads on", says a trade source, "This is not all as three small time films like Chitkabrey - The Shades of Grey (an art house affair), My Husband's Wife (seemingly a C grade affair) and The Green Chic (an animation film) are line as well. This is shocking."

Of course most of the aforementioned films would be seeing a small release for themselves with only Bheja Fry 2 proving to be a good competition.

"Bheja Fry was a huge hit and there is a tremendous recall value that the film carries", a source adds, "The sequel is bound to take a positive opening. It will certainly not be a pushover despite Shahrukh doing well with his marketing and promotion team ensuring good visibility and release for Always Kabhi Kabhi."

Bin Bulaye Baarati may throw in a surprise as well, what with 'Shalu Ke Thumke' enticing audience in the single screen belt, courtesy Madame Sherawat. On the other hand Bhindi Baazaar Inc boasts of a terrific set of actors and its hard hitting promos have hinted that this could be yet another Yeh Saali Zindagi of the year.

"You still can't deny the fact that Shah Rukh Khan has been an undisputed 'baadshah' for at least a decade now. When he stands up, everyone follows. Rest assured, he will get the best screens and show timings for Always Kabhi Kabhi", says an official at a premier multiplex chain, "Of course even Shah Rukh would have preferred to arrive sans any clutter as there is good competition from a film or two. I see Bheja Fry 2 as the biggest challenge of them all."

Roshan Abbas, director of Always Kabhi Kabhi, is undeterred. "This isn't a formula film we have made. In the times when films like Tanu Weds Manu, Band Baaja Baaraat, Udaan and Phas Gaye Re Obama are making waves, Always Kabhi Kabhi couldn't have been better timed."

One wonders whether others in the competition bear similar sentiments.