Average moviegoers priced out of cinema experience

Lahore has observed a dramatic decrease in the number of regular cinemagoers

LAHORE:

Where the global proliferation of over-the-top (OTT) entertainment platforms had already reduced the popularity of cinemas among movie buffs to a great extent, the downfall of theatres has accelerated in Pakistan, where the combination of pricey multiplexes and substandard single screen cinemas has discouraged low-income cinemagoers from watching their favourite stars on the big screen.

Lahore, the cultural capital of Pakistan, was once known for its rich cinema culture, which attracted a large audience of art enthusiasts every evening for its regional film screenings, theatrical performances and Punjabi stage shows. In recent years however, the city has observed a dramatic decrease in the number of regular cinemagoers since the newly-built multiplexes are extremely expensive while the smaller ones, which are affordable to the masses, are in a deplorable state.

Ahsan and Asad Abbas, two daily-waged labourers, who visited one such cinema located on the Abbott Road, shared their awful experience of watching a movie at the dilapidated theatre. "Even though the tickets were affordable, the cinema seats were dirty and torn, the fans and air conditioners were not working, and the restrooms were extremely unsanitary. The food that was sold at the canteen was also substandard," they unanimously shared.

Aware of the horrible condition of single screen cinemas, movie buffs Ishtiaq and Anbar chose to visit a multiplex cinema located at a posh area in Lahore. "These modern multiplexes have very comfortable seats. Apart from being fully air-conditioned, they are also equipped with the latest sound and visual technology. The quality of entertainment at these cinemas is worth the hefty prices we have to pay for the tickets," they concurred.

During the past one decade, Lahore's posh areas have witnessed a proliferation of multiplex cinemas, which mostly screen Hollywood movies for elite cinemagoers, who happily pay Rs1500 to Rs3000 for watching their favourite action heroes jump across buildings on the silver screen.

Not everyone however, can afford to pay thousands of rupees for a two hour film therefore the majority of low-income cinemagoers have simply stopped frequenting theatres, causing a massive blow to small cinema owners, who have started transforming their cinemas into showrooms, malls, or marriage halls or shutting them altogether.

According to details obtained by the Express Tribune, out of approximately 100 cinemas which were operational in Lahore over a decade ago, a large percentage have either been replaced or demolished including cinemas like Capri, Liberty, Iram and Orega in Gulberg, Afshan, Pak Forces, Garrison and Globe in Cantt Area, Neelam and Saghir in Misri Shah, Sahar and Angori in Mughalpura, Koh Noor, Anmol and Green in Amar Sidhu, Venus, Lyric, Lisa and Gulshan on Multan Road, Shama, Galaxy and Niagara on Ferozepur Road, Shabnam and Al-Riyaz on Shalimar Road, Sheesh Mahal on Queen's Road, Sanam on Mohini Road, Al-Mumtaz in Samanabad and Firdous Cinema in Rajgarh.

Chaudhry Ejaz, a businessman associated with the Punjabi film industry, revealed that before the establishment of Pakistan there were about 850 cinemas in this region and the number of films produced in a year was about 130.

"Our theatres had so many films available for screening that sometimes the number of screens was not enough to exhibit all the films produced in a year. Today, theatres are in a state of ruins since people no longer frequent cinemas. When a business is no longer profitable, it is better to change it.

The government did not support us therefore we had to close down our cinemas," said Ejaz, while speaking to the Express Tribune.