Distribution rights for Shah Rukh Khan's films are selling hotter like hot cakes The bid for the distribution rights of his home production, Om Shanti Om, directed by Farah Khan, has touched Rs 55 crore, an unprecedented amount in B-Town.

And this one is a triangular contest between Studio18, Sony and Adlabs, who are doing their best to top this amount.These corporate bodies have approached Shah Rukh for all rights to OSO, including India and overseas distribution along with satellite, audio and home video rights for 10 years.

The amount they are offering him is higher than what Nikhil Advani's Salaam-E-Ishq was paid last year. That was a first of its kind deal at Rs 42 crore. The bid has apparently already touched Rs 55 crore. So even if OSO has been made on a budget of Rs 15 crore, Shah Rukh will make a cool profit of Rs 40 crore. It will be interesting to see whether SRK will choose price over credibility or vice versa.

So why is OSO such hot property? Other than Yash Raj (Chopras) and Dharma (Karan Johar), no other production houses has the power or the moolah to sign Shah Rukh Khan, which is why he rarely works with other banners.

But when a corporate entity that can't sign Shah Rukh gets a readymade SRK film with everything in place, it's like a dream come true. Hence they're more than willing to cough up such extravagant amounts. A Shah Rukh Khan film gives them terrific branding and also makes their stock soar."