Once again: ‘Jawani Phir Nahi Ani’ to re-release today

Lahore’s multiplexes begin to bring back recent Pakistani films


Adnan Lodhi October 13, 2016
JPNA will continue to be screened for a good two weeks. PHOTO: FILE

LAHORE: While single-screen cinemas of Lahore were already bringing back hit Lollywood movies of the past, the ban on Bollywood films has even forced multiplexes to follow suit.

Luxus Grand Cinema is set to re-release Pakistan’s highest grossing film Jawani Phir Nahi Ani on Friday (today). Promotions for the Nadeem beyg directorial are already under way. The 2015 blockbuster features an ensemble cast that boasts of some of the biggest names of the Pakistani entertainment industry.

The multiplex’s owner Shaan Lashari said they are still waiting for an official policy directive regarding Bollywood films. “There is already a shortage of local releases. We have no Pakistani movie coming up in the next one month. In such circumstances, we are left with no option but to re-release Jawani Phir Nahi Ani,” he said, adding, “We hope that it keeps the footfall steady.”

Lashari said the film will continue to be screened for a good two weeks. “We will see the audience’s response and then decide upon elongating the exhibition period.”

Initially shown at as many as 80 screens, the film had a tremendous opening at the local box office, even superseding expectations and targets distributors had set for themselves. Prior to its release, distributors had reason to believe the film would become the first Pakistani movie to cross the Rs300-million mark.

Unlike other movies that were released during extended weekends, the film made full use of lack of competition on both the local and international fronts, making a killing right from day one.

Published in The Express Tribune, October 14th, 2016.

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