Contestants: Sanjay Gupta (backed by best friend Sanjay Dutt [Images]) and Apoorva Lakhia (backed by eerrgh...) But Ekta Kapoor [Images] is yet to take her pick, so some hope there for Apoorva!

Reason for the fight: obviously 'moolah'.

What happened: Apoorva claims that he wasn't paid his entire fee for directing Shootout at Lokhandwala [Images], and he told on producer Sanjay to Ekta Kapoor, who co-produced the movie.

What now: Sanjay lashes back at Apoorva. "Apoorva is the most ungrateful man on this planet. After the disastrous Mumbai Se Aaya Mera Dost and Ek Ajnabee [Images], I gave him a prized script because he begged me for it. I gave him a dream cast of 14 stars with the best budget he could imagine."

Now, spank spank to both the big naughty boys.

It's been four months since the movie released. And these men didn't find the time to resolves the issue during their pre, launch, during, post, further-post, parties?

Or is this a low-priced publicity gimmick for Apoorva who is working on his next film Mission Istanbul? And for Sanjay Gutpa who wants to be in the news constantly? I mean it's like both of them have planned a silly cost-effective strategy over few drinks in a sleazy bar!

'Today you call up the media and read out these dialogues, tomorrow I will call them and counter argue. Then the 3rd day you lash back at me again'

'But, wait, we have to go to the Pooja-party in Thailand for Ganeshostav'

'Oh ya, then let's start now and continue it next week'

The point is, in a movie which has 14 known stars, obviously made with a huge budget, why would the 'director' be complaining about not getting his last five cheap lakhs, after the film has been screened and buried?

Well, the fight is getting popular by the day. Bunty Walia and Suneil Shetty have joined in. Both are upset with Sanjay Gupta (Apoorva is scoring high now!).

Bunty is angry as Sanjay called his film Ek Ajnabee a disaster (truth hurts!) And Anna (Suniel Shetty [Images]), who is producing Mission Istanbul, is fuming as Sanjay ridiculed the film.

So guess everyone wants a share in this publicity stint. Keep them coming. Everything works in Bollywood!