Can Punjabi films fill the Bollywood void?
Ban on Indian content has given director Pervaiz Kaleem a chance to revive Punjabi cinema with ‘Rung Ishqay Da’
PHOTO: PUBLICITY
LAHORE:
Renowned artist Pervaiz Kaleem holds a plethora of hit projects to his credit. He has belted out multiple films over the last decade including 2011’s Bhai Log and Love Mein Ghum, Sultanat (2012) and Ishq Khuda (2013). While his career in Pakistani cinema has been a smooth sail, Pervaiz has donned the director’s hat once again for the upcoming production Rung Ishqay Da. The film, which has been set in various locations of Lahore, hit floors today.
According to the film-maker, his upcoming venture will open new avenues and be a trend-setter for the Punjabi films to come. Other actors, directors and producers, who are a part of the cultural capital’s entertainment circuit, are gripped with high hopes following Pervaiz’s announcement.
Of guns and ghandasas: The downfall of Punjabi cinema
While Pakistani cinema has witnessed a revival in the recent past, this has not been the case for Punjabi films. This is because acclaimed directors, who were at their peak during the golden age of Lollywood, have avoided churning out films in fear of financial losses and bankruptcy. The crisis in the industry also resulted in many of them quitting their professions one after another and within a short span of time.
The ban on Indian content in Pakistan has allowed film-makers like Pervaiz to take the risk and work towards releasing Punjabi films. In light of the same, he also held a media conference at the Lahore Press Club, which saw the cast and crew of Rung Ishqay Da in attendance. Discussing the current state of Punjabi cinema, Pervaiz told The Express Tribune, “It is our good luck that the making of Urdu films has properly started in the country again. Local film-makers have produced stories which are at par with international ones over the past few years. Punjabi films not being made was the biggest problem because they do have a massive viewership. There was a time when cinema owners and stakeholders depended on Punjabi films to bring them big numbers.”
Punjabi film industry in dire straits, reveal insiders
He also provided a good enough reason for the dearth of Punjabi films today. Pervaiz added, “The main crisis has always been the shortage of educated and young talent. Thankfully, the last couple of years have seen qualified individuals making their way to the field of film-making and managed to somewhat revive the industry. We should continue to bring budding artists on board because it is the need of the hour.”
With a positive mind and approach, Pervaiz is all set to kick off Rung Ishqay Da. However, he urged for the complete support of audiences to help him to achieve his vision. “Being a senior in the industry, it is my duty to take the lead and help the already dying Punjabi film industry. I am hopeful my team’s effort will be fruitful,” he said, adding the budget for Rung Ishqay Da is Rs30 million. Pervaiz has roped in a few fresh faces for the film. Actors Amna Sharif, Zaria, Madiha Shah, Ali Abbas, Shiba Butt, Ashi Khan, Saeed Saiki, Hassan Abaas are some of the cast members. Dr Kashif Riaz will serve as the producer of the romantic musical.
Pervaiz urged the government of Pakistan to step in and play its part. “I request the government of Pakistan to help us in the rebirth of Punjabi cinema. It should set up training academies for performing arts in big cities across the country. I will try my best to wrap up the shooting of Rung Ishqay Da in two months,” he concluded.
Edited by Manaal Khurram
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Renowned artist Pervaiz Kaleem holds a plethora of hit projects to his credit. He has belted out multiple films over the last decade including 2011’s Bhai Log and Love Mein Ghum, Sultanat (2012) and Ishq Khuda (2013). While his career in Pakistani cinema has been a smooth sail, Pervaiz has donned the director’s hat once again for the upcoming production Rung Ishqay Da. The film, which has been set in various locations of Lahore, hit floors today.
According to the film-maker, his upcoming venture will open new avenues and be a trend-setter for the Punjabi films to come. Other actors, directors and producers, who are a part of the cultural capital’s entertainment circuit, are gripped with high hopes following Pervaiz’s announcement.
Of guns and ghandasas: The downfall of Punjabi cinema
While Pakistani cinema has witnessed a revival in the recent past, this has not been the case for Punjabi films. This is because acclaimed directors, who were at their peak during the golden age of Lollywood, have avoided churning out films in fear of financial losses and bankruptcy. The crisis in the industry also resulted in many of them quitting their professions one after another and within a short span of time.
The ban on Indian content in Pakistan has allowed film-makers like Pervaiz to take the risk and work towards releasing Punjabi films. In light of the same, he also held a media conference at the Lahore Press Club, which saw the cast and crew of Rung Ishqay Da in attendance. Discussing the current state of Punjabi cinema, Pervaiz told The Express Tribune, “It is our good luck that the making of Urdu films has properly started in the country again. Local film-makers have produced stories which are at par with international ones over the past few years. Punjabi films not being made was the biggest problem because they do have a massive viewership. There was a time when cinema owners and stakeholders depended on Punjabi films to bring them big numbers.”
Punjabi film industry in dire straits, reveal insiders
He also provided a good enough reason for the dearth of Punjabi films today. Pervaiz added, “The main crisis has always been the shortage of educated and young talent. Thankfully, the last couple of years have seen qualified individuals making their way to the field of film-making and managed to somewhat revive the industry. We should continue to bring budding artists on board because it is the need of the hour.”
With a positive mind and approach, Pervaiz is all set to kick off Rung Ishqay Da. However, he urged for the complete support of audiences to help him to achieve his vision. “Being a senior in the industry, it is my duty to take the lead and help the already dying Punjabi film industry. I am hopeful my team’s effort will be fruitful,” he said, adding the budget for Rung Ishqay Da is Rs30 million. Pervaiz has roped in a few fresh faces for the film. Actors Amna Sharif, Zaria, Madiha Shah, Ali Abbas, Shiba Butt, Ashi Khan, Saeed Saiki, Hassan Abaas are some of the cast members. Dr Kashif Riaz will serve as the producer of the romantic musical.
Pervaiz urged the government of Pakistan to step in and play its part. “I request the government of Pakistan to help us in the rebirth of Punjabi cinema. It should set up training academies for performing arts in big cities across the country. I will try my best to wrap up the shooting of Rung Ishqay Da in two months,” he concluded.
Edited by Manaal Khurram
Have something to add to the story? Share it in the comments below.