Both films are scheduled to release on November 13, despite calls for Son of Sardar to be postponed following the death of Yash Chopra, The Hindustan Times reports.
Speaking about the effect on the films, trade analyst Taran Adarsh said: "Whenever two big films come together, they hurt the other's business in some way. But honestly, at this point, JTHJ has an upper hand after Yashji's death. Earlier, they were neck-to-neck, but now, there's an emotional element to Yashji's film."
Ajay Devgn was under pressure to delay the release date of Son of Sardar, but was unable to do so due to prior commitments with distributors and shareholders.
Trade expert Komal Nahta also commented: "Work and personal relationships are two different things. JTHJ will definitely get sympathy, but I don't think SoS has to push its date because of that. Both films are ready for release, and it's a fair fight at the box office."
Industry analyst Vinod Mirani said: "SOS is a mass entertainer. And since it's a Diwali opening, there will be an audience for it too."
Speaking at a recent press conference about the box office clash, Shah Rukh Khan said: "Yashji would have wished that the other film should also do well. Everyone puts in the same amount of hard work and love in their films. It is business at the end of day."
Early trade reports suggest that the dual release could affect business of each film by 30 to 35%.