Quashing reports that Dilwale Duhania Le Jayenge (DDLJ) will be removed from Maratha Mandir in December after running for 19 years, its managing director Manoj Desai said that the news is "false".
Aditya Chopra's boy meets girl story worked wonders at the box office despite a predictable plotline.
The movie has been playing in Maratha Mandir since its release on October 20, 1995. In 2007, it broke the record set by Sholay by a full seven years.
And the movie buffs with a taste for romance are still coming in, notwithstanding its many re-runs on the TV channels, online viewing facilities as well as many DVDs floating around.
"We are not planning to remove DDLJ show. It was a false report. In fact, this December DDLJ will be in its 1,000th week," Desai told IANS.
A single screen theatre, Maratha Mandir runs other movies as well, but the matinee show has been booked for DDLJ.
"We have a DDLJ show daily at 11.30 am and on weekdays there is 40 to 50 percent occupancy and on the weekend it runs houseful.
"Aditya Chopra and I will continue to show the film in Maratha Mandir as long as we want to," he added.
Though the story was insipid, its presentation and the chemistry between the lead pair - Shah Rukh and Kajol - struck the right chord with the audience and the film's music was like the icing on the cake.