‘Actor in Law’ leads box office on Eid

KARACHI: If you were not around during the golden age of Pakistani cinema, chances are you are not used to seeing multiple major Pakistani film releases lining up for an occasion such as Eid. An entire generation grew up on VHS tapes, never experiencing cinema like it is supposed to be. While cinema culture has returned, who would have thought Eidul Azha would see not one but three major Pakistani films battle it out, with no visible competition from Indian releases?

Proving earlier predictions correct, Nabeel Qureshi’s Actor in Law has been dominating the box office, so far. The film collected Rs16.5 million on the first day of Eid and the figure increased to Rs22 million the following day.

“Only Jawani Phir Nahi Ani raked in more than Actor in Law on its first day, and that was a solo release while our film is competing with two other major releases,” said Urdu 1 Marketing Manager Sajjad Haider, the local distributor of the film.

Super Cinemas General Manager Khorem Gultasab shared Azfar Jafri’s Janaan caught up fast, after grossing Rs10million on its opening day. The numbers jumped to Rs14.5 million on the second day.



“As expected, Actor in Law is leading so far. But Janaan is coming close. Obviously, we had more Actor in Law shows in the first three days so it had better revenue but now we will balance it out with the other two films because they have performed well in their space and must be given an opportunity to perform better,” he shared. The third day collections for both Actor in Law and Janaan could not be confirmed until the filing of this report.

However, Gultasab maintained that the Anjum Shahzad directorial, Zindagi Kitni Haseen Hay, could have generated double had it released a few months later. Nonetheless, according to Geo films official Mohammad Nasir, the film generated Rs25 million in its first three days.

Concurring with Haider, Cinepax Cinemas General Marketing Manager Mohsin Yaseen said Actor in Law had an edge over the other two films. “All films have been receiving houseful audiences. Actor in Law has more shows so it has earned more revenue of course.” Yaseen revealed that all shows are sold out until Sunday.

“Actor in Law has the most demand so it has the most number of shows. Janaan and Zindagi Kitni Haseen Hay have lesser demand and less shows, but Janaan is doing well too,” said Atrium Cinemas Managing Director Nadeem Mandviwalla.

With the first weekend approaching, it will be interesting to see which film retains its foothold and which one does not. With multiple exhibitors reporting the shows being sold out, Actor in Law is expected to remain in the top spot, while Janaan and Zindagi Kitni Haseen Hay will battle for the second place.

Published in The Express Tribune, September 17^th, 2016.

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