Popcorn and much more
As we approach the end of 2016, Pakistani cinema finds itself immersed in multiple challenges. With only a couple of films doing outstanding business (Sultan and Actor in Law), be they imported or local, the year is pretty much summed up, irrespective of the ongoing India-Pakistan situation or the forthcoming distribution calendar.
Pakistani audiences (which in the case of Pakistani films boils down to youth-based entertainment hits such as Ho Mann Jahan, Actor in Law and Janaan) have made a defining statement this year, one that can be best termed as ‘value for money’. This is a much-needed insight about the overall performance of the local film industry, as only three out of 10 notable releases presumably (actuals awaited) crossed the Key Performance Indicators (KPI) of 150 million and only one crossing 200 million on the domestic box office. A market that initially benefitted from launching campaigns on the hashtag ‘Made in Pakistan’ has moved beyond mere slogans.