Opening weekend: ‘Housefull 3’ makes over Rs50m in Pakistan

Film outdoes ‘Teenage Mutant Ninja Turtles: Out of the Shadows’ that managed a meager Rs4.5m in first three days

KARACHI: The final box office weekend before Ramazan had something very different in store for the sequels of two famous Bollywood and Hollywood movies that made their way to the screens.

Where Housefull 3 took the Pakistani box office by storm, raking in a little over Rs50 million during its opening weekend, Teenage Mutant Ninja Turtles: Out of the Shadows had a largely forgetful first three days, managing to make only Rs4.5 million.

Talking to The Express Tribune, IMGC Entertainment Media and Marketing Manager Sabina Islam shared that a variety of factors contributed to the success of Housefull 3 in Pakistan. “There are very few Bollywood comedy franchises that people look forward to, such as Munnabhai, Hera Pheri or Golmaal,” she explained. “But Housefull 3 is at the top of the list because of its ensemble star cast.”



Released on 70 screens, Housefull 3 had the luxury of a four-day opening weekend as screenings for the comedy-film began June 2 onwards. “Four days aside, the biggest advantage Housefull 3 had over all these other movies was that it had good, clean comedy and was pure family entertainment,” she noted.

Where one sequel had an enjoyable opening weekend, the sequel to 2014’s Teenage Mutant Ninja Turtles (failed to live up to its billing. The distributors of the film, FootPrint (Pvt) Ltd, had forecasted a tough initiation but were clearly not expecting the movie to underperform to such an extent. “It is very difficult for any movie, whether local or international, to compete against a film such as Housefull 3,” said FootPrint (Pvt) Ltd General Manager Mirza Saad Baig. “Housefull 3 was always going to be the favourite from the very start.”

As has been the case with Hollywood films recently, even the Hindi-dubbed versions failed to do well at single-screen cinemas. Despite the setback, Baig was confident of the movie’s earnings crossing Rs15 million during its lifetime. According to him, competition from Housefull 3 was not the only reason for the disappointing opening weekend. “It was the last weekend before Ramazan so I think that also affected the movie’s returns. As most cinema owners were keen on showing Housefull 3,” he added.



Both exhibitors and distributors alike are confident of Housefull 3 continuing its impressive run of form. “I think this movie is here to stay,” said Islam. “It will get a decent amount of shows in Ramazan and can still continue to do well in the late night slots that take place after taraweeh prayers,” she elaborated.

Having earned over Rs50 million in its first three days, the film has potential to touch at least Rs80million during its lifetime, she said.

Housefull 3, which stars Akshay Kumar, Riteish Deshmukh, Abhishek Bachchan, Lisa Haydon, Jacqueline Fernandez and Nargis Fakhri in lead roles, earned a total of Rs315.1 million in its first two days of release in India, reported Hindustan Times. The third film in the popular franchise, it revolves around a rich Indian tycoon (Boman Irani) who wants his three daughters to get married. Directed by Sajid-Farhad the movie was released on June 3, 2016.

Published in The Express Tribune, June 7^th, 2016.

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