Revert to the old ways of cinema exhibition as it will do wonders for the film industry
KARACHI: Lately, there has been much talk about the revival of Pakistani cinema. Of course, small budget films are being produced, but the audiences are not finding them entertaining. Media hype is created before and after the release of films. New actors and actresses are praised to the sky. But the ground reality is that it is all empty boast. Why is it so? Why recently-produced movies have failed to attract audiences? Their songs and dialogues are not getting popularity. Why audiences are repeatedly rejecting such films? In my view one important reason is that in the past people from all classes watched movies together in cinema halls, and they admired movies according to the level of their comprehension.
Now with the emergence of cineplexes and multiplexes movies have become and elitist affair. Tickets for such cinema houses are beyond the reach of the common man, and even if they can afford these pricey tickets, they feel the odd man out in the atmosphere of such cinema houses. This elitist approach to cinema exhibition is doing the greatest harm to our film industry. Revert to the old ways of cinema exhibition. It will do wonders for the film industry.
Ahmed Ali
Published in The Express Tribune, August 7th, 2019.
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