‘Fiker Not’ to hit screens on March 11

Director Asma Butt says more Pakistani women should venture into film-making

LAHORE:

With the resurgence of cinema in Pakistan, several new film-makers broke into the industry with hopes of making movies that will breathe life into the industry. However, only a tiny fraction of those were women. Among them is Asma Butt, an auteur who is determined to reshape Pakistani cinema.

Her debut directorial venture, Fiker Not is set to hit theatres across the country on March 11. Talking to The Express Tribune, she said the film highlights issues that are faced by the youth of today. Butt has not just directed the film but has virtually engineered the entire project herself, from scripting to production. “It is an entertainment film for family audiences,” she added.



When she had initiated casting, many prominent names were recommended to her, but she had a different plan in mind. Almost all of those involved with the film, from actors to musicians, are newcomers, handpicked by Butt herself. “My actors include Sheraz Sikander, Almas Rubab, Shahla Rana, Durdana Rahman, Muddasir and Sadaf Bhatti among others. They are all are new, except Durdana.”

Although it is her first-ever film venture, Butt is confident it will do well in theatres across the country.  “I am hopeful that Fiker Not will prove to be a good addition to Pakistani cinema in a time when it is seeing a major revival,” she maintained. Her passion for the project can be gauged from the fact that she invested all of her savings into the film. However, she does not regret the decision one bit and said that her conviction is an example for all the women who want to venture into film production. “If I can take the risk then other women too can,” Butt said.

According to the film-maker, Fiker Not is being distributed by IMGC Entertainment. The company has already kicked off advertising campaigns and promotions in different cities. “IMGC is a group that was previously releasing Indian films. They approached me when they realised that I was doing quality work,” explained Butt, adding, “Similarly, seniors in the industry have also been very appreciative and encouraging.”

Butt feels Fiker Not will turn out to be a breath of fresh air amidst the plethora of formulaic films that have been coming out in the recent past. “Film lovers want to see quality films made on light subjects. They are tired of all the depressingly clichéd stories. My film, they will surely like!”

She said clichéd stories are the reason why foreign investors have so far refrained from foraying into Pakistani cinema. “There were people interested in investing in my film but I decided to finance it on my own, to set an example for others,” she said.

Fiker Not’s promotion campaign will soon see Butt visiting different all-girl universities, spreading the word about her project and encouraging enthusiastic female film-makers to set foot in the industry.

Published in The Express Tribune, February 25^th,  2016.

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