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Wednesday, September 9, 2009

Foreign movies in Pakistan theatres to galore Eid season

As the film industry has failed miserably to produce quality movies after becoming more or less impotent, cinemas are all set to screen Indian and American movies on upcoming Eid. The two Eids have traditionally been considered most appropriate time to market films. But the Lollywood, keeping its recent but sad ritual alive, being unable to produce for satisfying the demands of people, will launch only three films, while maximum cinemas are presenting three new Bollywood and two Hollywood films, which is a continuation of the trend of exhibiting foreign movies in theatres across Pakistan.
Cinemas are a part of the market that always follows demand and supply rule. That is why both scarcity of products and absence of would be movie-watchers have forced almost every theatre, including those located in the Northern Lahore and Walled City, in the metropolis identified as the cultural hub of the country, to switch over either to Indian or English films.
The cinema-owners and distributors are of the view that local films have failed to attract the audience to sustain the industry; therefore, they are without any choice except foreign movies. They are purchasing the screening rights for the latest Bollywood and Hollywood movies due to negligible and poor quality local production.
The cinemas throughout Punjab including Empire, Sozo World, Metropole, Mir Mahal, Sanay Gold, Cine Star, Nishat, Shaheen Auditorium and Shama at Sialkot; Dream Land and Rex at Multan; Gulistan at Sheikhupura; Seroz and Sany Pex at Rawalpindi; Prince, Taj Mahal and Sabina at Faisalabad; Zinko Palace at Gujranwala; and Shaheen Auditorium at Sargodha have planned to exhibit Indian and English movies. It is worth recalling that the Bollywood products Kambakht Ishq, Luck, Love Aaj Kal and New York are already doing huge business throughout the country. A few cinemas including Minor at Faisalabad, Capri at Multan, Capri at Gujranawala, Serooz at Rawalpindi, Sazia at Gujrat, Gulistan at Sialkot, Shaheen and New Gulistan at Sargoodha will display a local Punjabi film Nach K Yaar Manana directed by Masood Butt.

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