Sultan is estimated to rake in approximately Rs70million to Rs75million during the three days of Eid. PHOTOS: FILE
While the past few years may have told a different story, this year, Ali Abbas Zafar’s latest Bollywood outing, Sultan seems to be drawing most of the audiences to cinemas and outpacing all other releases in the country.
This Eidul Fitr, the Salman Khan-starrer is expected to be the most profitable film among the multiple releases lining up at the theatres. What remains to be seen is whether it will break the several box office records set by Jawani Phir Nahi Ani (JPNA) last year. The Humayun Saeed- starrer grossed a whopping Rs74.5 million on the three days of Eid (including preview screenings) and became the highest grossing film to ever release in Pakistan with a grand total of Rs465 million in earnings.
The road seems to be clear for Sultan as there are no other major releases set to compete with it. The film will go head-to-head with four Hollywood flicks: Finding Dory, Ice Age: Collision Course, The Legend of Tarzan and The Secret Life of Pets and one local film, Sawal 700 Crore Dollar Ka. According to Geo Films, the distributors of Sultan, is expected to break JPNA’s box office record. “We are hoping it will. It’s clear that there is no major competition. We are expecting it will earn, at least, if not more than, Rs70-75 million during Eid holidays,”said Geo films representative, Mohammad Nasir.
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He credited Salman’s huge following in the country and his track record of ruling the box office during Eid season for the high expectations. On whether single screens will collect more profit or multiplexes, Nasir said, “Look, the public needs entertainment. During Eid, lower or middle class families enjoy gatherings and they rush to single screens. They are cheaper than multiplexes. And an action flick starring Salman Khan is the perfect choice for a fun outdoor gathering.”
Sultan is being released on around 75 screens in 55 cinemas, a number slightly lower than that of Bajrangi Bhaijaan and JPNA that were released on around 80 screens. However, it is not likely to affect the business by a large percentage. “It’s not the number of screens as much as it’s the number of shows,” commented Nasir. Salman’s films have done well in the last couple years with Bajrangi Bhaijaan raking in a whopping Rs45 million during the first three Eid holidays and in 2014, Kick earning Rs57.8 million. Even though there was a decline in business for Bajrangi Bhaijaan, Sultan is expected to blow the competition this time around.
On the same note, Super Cinemas General Manager Khorem Gultasab added, “Sultan has universal appeal. Of course, it will collect the most profit. There is no competition.”
Talking further, film exhibitor Nadeem Mandviwala revealed all the shows on the first five days have already been sold out. Asked whether Sultan will break JPNA’s record, Mandviwala stated, “I’m not sure. It definitely can because it’s Eid. But there are other films being released as well, which would divide the number of shows Sultan has. Moreover, Indian films’ business drops in the second week, whereas Pakistani films still continue and collect more profit. So it remains to be seen whether Sultan will break the records or not.”
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Mohsin Yaseen, marketing manager for Cinepax, the largest cinema chain in Pakistan, claimed that 80% of the total 350 shows, for Sultan, scheduled across five days in the Cinepax network, have been sold out. “I don’t know whether it will break JPNA’s record. The thing is Indian films get pirated a lot and are played on TV cable channels so the business usually drops in a few days. I’m estimating it will collect about Rs70-75 million in the first five days,” added Yaseen, “Rest assured, it will be the biggest release of 2016.”
Like Sultan, JPNA had a clear road in 2015, with no major releases to come its way during Eidul Azha. “I don’t know if Sultan is going to break the record, but it looks like a blockbuster anyway,” shared JPNA director Nadeem Beyg. “The film has been much anticipated not just here but all around the world so why is it a surprise? I believe it is easily going to collect, at least, Rs250 million.”
Published in The Express Tribune, July 2nd, 2016.
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