Shah Rukh Khan, Salman Khan
Shah Rukh Khan, Salman KhanReuters

After Salman Khan, Shah Rukh Khan has now been boycotted by the press.

Hosted in Chennai, Shah Rukh and his "Happy New Year" team – Deepika Padukone, Abhishek Bachchan, Sonu Sood, Boman Irani and Vivaan Shah – showed up four hours late for a press conference.

The media, present at the venue on time, didn't receive it well and decided to boycott the conference. According to reports, the superstar's promise of doing exclusive interviews also went in vain.

"The 48-year-old actor along with actors Deepika Padukone, Abhishek Bachchan, Boman Irani and Sonu Sood were to address the press at the venue at 4:30pm yesterday as per the invitation, but none of them or the event organisers turned up even after 8pm to inform mediapersons about the reasons for the delay," a PTI report stated.

However, what irked the media most was when a PR official retorted saying that it was their fault they turned up on time.

The journalists present, reportedly said they didn't have an issue with him arriving late but the response they got from the PR official didn't go down well with them.

This is not the first time that King Khan has not been on time. In one of his exclusive interviews (October 2012) with director Yash Chopra, the ace filmmaker jokingly made oblique hints at Shah Rukh's tardiness. Taking it in good spirit, the actor played along and acknowledged it as well.

Meanwhile arch-rival Salman Khan, who has been banned by the paparazzi after he behaved inappropriately in one of "Kick" promotions, hasn't really let the episode affect him. Strangely, he took a screenshot of a leading daily announcing the ban on the first page and put it up on his Twitter account writing he would be glad if they (photographers) can stick to their stand.