The war between Ajay Devgn and Shah Rukh Khan has just escalated.Responding to a news that Ajay's lawyers have have lodged a complaint with the Competition Commission about the unfair means adopted by the production house to promote Jab Tak..., a YRF spokesperson said: "We would like to clarify at the outset that we still haven't received any notice from the Commission and will suitably represent our stance if and when called upon to do so."

The bone of contention here is the share of screens for Son of Sardar and Jab Tak..., both Diwali releases. According to Devgn, YRF had come to an understanding with theatre owners that Ek Tha Tiger and Jab Tak... would be made available to them as a package.

YRF rubbished these claims, saying, saying exhibitors "were happy to play out Yashji's movie considering their long standing and emotional relationship with the banner and that a Yash Chopra/ Shah Rukh Khan movie, coming after a gap of eight long years, did not need any coercion for contractual screening."

Refuting Devgn's claims that YRF has taken up the lion's share of screens, the spokesperson said, "Of the 10,500 plus single screens available on an all-India basis, we have booked less than 1,500 single screens, an industry norm for an A-lister movie. If this was an issue, why wasn't it raised earlier?"

However, on Thursday, Ajay along with members from Eros International and Viacom called a meeting with theatre owners at Eros' office asking them to give fair chance to his film. A source said, "About seven to eight members from programming team of various multiplexes attended the meeting in which they were told by the actor and the distributor that they have made a good product and fair chance should be given to their film SOS in terms of showcasing of the film."

Multiplexes were indirectly told not to give into the pressure of the other banner and were promised that they would be provided proper marketing and publicity support if needed.'' A friend of Devgn said that having invested Rs 80 crore in the film and with no other dates available, he has no choice but to escalate his war. Despite repeated attempts Ajay remained unavailable for comment.