New circus in town
Exhibitors, distributors and film-makers talk about PSL’s impact on local box office
Bachaana, Sanam Teri Kasam and Fitoor are likely to suffer if PSL picks up. PHOTOS: FILE
KARACHI:
To put it in mathematical terms, cinema and cricket have always shared an inversely proportional relationship. Although poor performances and lack of home matches have rendered cinema the de facto source of entertainment in Pakistan, it takes no longer than a few months for us to remember our undying love for the sport and our team again.
Therefore, it would hardly be surprising if the local box office undergoes a tumultuous few weeks during February, with the Pakistan Super League (PSL) beginning on February 4. Even though the general consensus is that the clash between match timings and primetime shows will strain local cinemas, Managing Director of Mandviwalla Entertainment Nadeem Mandviwalla remains hopeful. “People need to realise the importance of content,” he told The Express Tribune. “The product that we offer is not a commodity. It is not like soap that will sell throughout the year.”
Hinting at the drought of major movie releases characteristic of the first four months of a year, Mandviwalla added that it would be unfair to blame PSL for the failure of a film to perform. “Quality content will always pull through at the end of the day,” he said. “You don’t really have many major films coming right now and it is known that during this time of the year, business is usually slow. Plus, PSL is new so there is bound to be some excitement for it.”
Great expectations from ‘Fitoor’
Khurram Goltasab, the general manager of Super Cinemas, feels that the upcoming releases are in the safe zone: their commercial prospects would only be affected once the tournament gains momentum in its second week. “I don’t think it would have an immediate impact on a movie like Sanam Teri Kasam which is releasing on February 5. The movie has a completely different audience, comprising of females primarily,” said Goltasab. Abid Rasheed, the executive director of distribution company IMGC, agreed with Goltasab. “There is a considerable amount of hype for the film since it stars Mawra Hocane. I don’t think PSL is going to be a factor,” he said. However, Goltasab did hint that movies coming towards the business end of the tournament would be impacted. “Films like Deadpool and Fitoor might get affected, should PSL pick up in the second week,” he said. “But that too, would be very slight.”
This, coupled with the aggressive marketing campaign drawn out by the tournament’s organisers, may have shifted some of the spotlight from cinema to the centre pitch already. “All of the local teams have a tie-in with local media houses or channels that are promoting them constantly. So, there has already been a lot of buzz,” explained Mandviwalla. “Previously, we have noted that if a film is marketed properly, it will do well – regardless of whether the audience appreciates it or not.”
Trailer out: Mohib-Sanam's Bachaana will hit screens on Feb 26
Considering this, the Pakistani entertainment industry would be well-advised to take inspiration from its next-door neighbour. The success of the Indian Premier League (IPL) proves that cricket and cinema can, indeed, co-exist. Makers of the forthcoming Bachaana have adapted a similar approach by merging the two. In fact, director Nasir Khan revealed that PSL actually blessed him with an excellent opportunity to promote the comedy: its lead pair, Mohib Mirza and Sanam Saeed, will perform live at the tournament’s opening ceremony in Dubai tomorrow. “We wouldn’t have been able to afford this kind of publicity otherwise,” said Khan. “PSL is a brilliant platform for local movies to promote themselves.”
Bachaana’s release may be sandwiched between PSL and the Asia Cup T20s (February 26, to be precise) but Khan is not buying into speculation surrounding its commercial viability. Instead, he feels it is better to embrace it like a double-edged sword. “Not only will performing on such a grand stage help promote our movie across Pakistan, it will also publicise it in the UAE, which is a huge market,” he said. He also claimed that since no Pakistani movie has released after Ho Mann Jahaan, people will be eager to watch Bachaana. “Previously, people thought films didn’t do well during the winter. But, now, some of the biggest commercial successes have been during the latter half of the year,” Khan added.
Published in The Express Tribune, February 4th, 2016.
To put it in mathematical terms, cinema and cricket have always shared an inversely proportional relationship. Although poor performances and lack of home matches have rendered cinema the de facto source of entertainment in Pakistan, it takes no longer than a few months for us to remember our undying love for the sport and our team again.
Therefore, it would hardly be surprising if the local box office undergoes a tumultuous few weeks during February, with the Pakistan Super League (PSL) beginning on February 4. Even though the general consensus is that the clash between match timings and primetime shows will strain local cinemas, Managing Director of Mandviwalla Entertainment Nadeem Mandviwalla remains hopeful. “People need to realise the importance of content,” he told The Express Tribune. “The product that we offer is not a commodity. It is not like soap that will sell throughout the year.”
Hinting at the drought of major movie releases characteristic of the first four months of a year, Mandviwalla added that it would be unfair to blame PSL for the failure of a film to perform. “Quality content will always pull through at the end of the day,” he said. “You don’t really have many major films coming right now and it is known that during this time of the year, business is usually slow. Plus, PSL is new so there is bound to be some excitement for it.”
Great expectations from ‘Fitoor’
Khurram Goltasab, the general manager of Super Cinemas, feels that the upcoming releases are in the safe zone: their commercial prospects would only be affected once the tournament gains momentum in its second week. “I don’t think it would have an immediate impact on a movie like Sanam Teri Kasam which is releasing on February 5. The movie has a completely different audience, comprising of females primarily,” said Goltasab. Abid Rasheed, the executive director of distribution company IMGC, agreed with Goltasab. “There is a considerable amount of hype for the film since it stars Mawra Hocane. I don’t think PSL is going to be a factor,” he said. However, Goltasab did hint that movies coming towards the business end of the tournament would be impacted. “Films like Deadpool and Fitoor might get affected, should PSL pick up in the second week,” he said. “But that too, would be very slight.”
This, coupled with the aggressive marketing campaign drawn out by the tournament’s organisers, may have shifted some of the spotlight from cinema to the centre pitch already. “All of the local teams have a tie-in with local media houses or channels that are promoting them constantly. So, there has already been a lot of buzz,” explained Mandviwalla. “Previously, we have noted that if a film is marketed properly, it will do well – regardless of whether the audience appreciates it or not.”
Trailer out: Mohib-Sanam's Bachaana will hit screens on Feb 26
Considering this, the Pakistani entertainment industry would be well-advised to take inspiration from its next-door neighbour. The success of the Indian Premier League (IPL) proves that cricket and cinema can, indeed, co-exist. Makers of the forthcoming Bachaana have adapted a similar approach by merging the two. In fact, director Nasir Khan revealed that PSL actually blessed him with an excellent opportunity to promote the comedy: its lead pair, Mohib Mirza and Sanam Saeed, will perform live at the tournament’s opening ceremony in Dubai tomorrow. “We wouldn’t have been able to afford this kind of publicity otherwise,” said Khan. “PSL is a brilliant platform for local movies to promote themselves.”
Bachaana’s release may be sandwiched between PSL and the Asia Cup T20s (February 26, to be precise) but Khan is not buying into speculation surrounding its commercial viability. Instead, he feels it is better to embrace it like a double-edged sword. “Not only will performing on such a grand stage help promote our movie across Pakistan, it will also publicise it in the UAE, which is a huge market,” he said. He also claimed that since no Pakistani movie has released after Ho Mann Jahaan, people will be eager to watch Bachaana. “Previously, people thought films didn’t do well during the winter. But, now, some of the biggest commercial successes have been during the latter half of the year,” Khan added.
Published in The Express Tribune, February 4th, 2016.