KARACHI:
The premiere of Hollywood’s animated film Rio was a star-studded event held on Thursday, April 14 at the Atrium Mall, Karachi. The film is now being screened in 3D in the city of lights.
“Animations are getting bigger and bigger. In animations (in Pakistan), a lot was missing before,” said Nadeem Mandviwalla of Mandviwalla Entertainment. “But today, we can say we are coming up to par with the world with 3D films being shown here in town.”
Rio is a story about a parrot called Blu, who doesn’t know how to fly. Blu lives with a girl named Linda, until one day Linda’s friend Tulio suggests that Blu mate with Jewel, a female parrot. At the shelter, Blu falls madly in love with Jewel, but Jewel is ready to escape. The shelter is raided by smugglers and both parrots are captured. So Linda and Tulio search for Blu, and Blu dreams of a reunion with Linda.
Photographer Tapu Javeri was spotted at the red carpet premiere. “Watching 3D in the cinema industry is the ultimate experience. It’s very nice to see people come back to Saddar,” he said. “This is where my grand parents lived, and once this place used to be the hub of tongas!”
Film star Nadeem was also there, looking as excited as everyone else. “I think the cinema will revive once again. Three months back, I remember I came here at the opening of this cinema. If such cineplexes keep opening, people will return to theatres,” he said.
Strings’ lead vocalist Faisal Kapadia and Faakhir Mehmood, former member of Awaz, were also spotted among the crowds.
Recently returned from a tour in Dubai, Faisal Kapadia said it was his first experience with 3D in Karachi and his first visit to Atrium. “We never had such an arrangement before and it’s good to see that it’s happening here. I think if cinemas won’t survive, we won’t be able to make good movies,” he added.
Mehmood was holding his daughter and standing with his wife, Mehreen Faakhir. “I love animated movies,” admitted Mehmood. “It’s good entertainment for everyone.”
Looking down at his daughter he added, “Though Simone is a small kid, she is an avid cartoon lover. Let’s see how she takes it today,” he said.
Once the show started, both children and adults seemed equally engrossed in the 3D experience.
According to Asim Qureshi, the owner of Brand TV and Brand Cinema and the exclusive promoter of Atrium Cinema in Karachi, “the opening of Rio is actually a celebration for the children...and the best part is that the biscuit company Peek Freans, the food chain McDonalds and Nickelodeon TV are the major partners in promoting the film in Pakistan”.
Atrium Mall has also screened blockbusters like James Cameron’s Avatar.
Published in The Express Tribune, April 16th, 2011.
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