Punjab cinemas get more time
The Punjab government's decision to relax operating-hour restrictions for cinemas has been welcomed by Pakistan's film industry, with actor and producer Fahad Mustafa emerging as one of the most vocal supporters of the move after publicly campaigning for an extension in screening hours.
The revised policy allows cinemas to remain open until 11pm, reversing an earlier arrangement under provincial austerity measures that had effectively limited many theatres to an 8pm closing time.
The change comes days after Mustafa appealed to the government to reconsider the restrictions, arguing that they were harming newly released films and limiting opportunities for audiences to visit cinemas in the evening.
Celebrating the announcement, Mustafa shared the official government notification on Instagram and thanked Punjab Chief Minister Maryam Nawaz. Encouraging people to return to theatres, he urged audiences across the province to watch his latest film, 'Zombeid', which is currently screening nationwide.
"People of Punjab, cinemas are now open for you. Go and enjoy our film," he wrote in a post that quickly attracted attention from fans, colleagues and political figures. His 'Zombeid'' co-star Mehwish Hayat congratulated him in the comments, while members of the ruling Pakistan Muslim League-Nawaz appreciated his acknowledgement of the government's decision.
The development marked a swift turnaround from the concerns Mustafa had raised only days earlier. In an open letter addressed to Punjab Senior Minister Marriyum Aurangzeb, the actor requested a modest relaxation in cinema operating hours. He argued that the restrictions were having an adverse impact on newly released films that depended heavily on evening audiences during their crucial opening weeks.
At the heart of the issue was the fact that many cinemas in Punjab are located inside shopping malls. Under the earlier austerity measures, malls and commercial centres were required to close by 8pm, forcing cinemas to shorten their schedules and reducing the number of screenings that could be offered each day.
Mustafa maintained that the reduced operating window was affecting the commercial prospects of films released during a competitive period for the industry. He noted that evening shows are often the most accessible option for working people and families who are unable to visit cinemas during daytime hours.
In his appeal, the actor stressed that extending cinema hours would not only increase ticket sales but would also support employment throughout the exhibition and hospitality sectors. He argued that a small adjustment could benefit filmmakers, cinema operators and audiences alike while helping sustain momentum for local productions.
The debate emerged at a particularly significant moment for Pakistani cinema. Mustafa is currently promoting 'Zombeid', which has been billed as Pakistan's first zombie thriller. The film, featuring Mehwish Hayat alongside Mustafa, premiered during the Eidul Azha season and entered cinemas at a time when multiple releases were competing for audiences and available screen time.
Industry concerns were amplified by the fact that 'Zombeid' was released alongside two other films during Eid, creating intense competition for screenings. With cinema hours restricted, exhibitors faced additional challenges in scheduling shows and maximising attendance.
While requesting relief from the government, Mustafa also acknowledged provincial efforts to support the creative sector. In his letter, he praised initiatives such as Chief Minister Maryam Nawaz's proposed Film City project in Lahore, describing them as evidence of official backing for the entertainment industry.
The government's revised framework has now placed businesses into different categories with varying operating hours. Under the new schedule, shops, markets, shopping malls and bazaars will close at 9pm. Marriage halls, marquees and ceremonial venues will operate until 10pm.
Restaurants, cafes, cinemas, eateries and standalone fruit and vegetable shops have been permitted to remain open until 11pm, giving entertainment venues a significantly longer operating window than before.
Several sectors have been exempted entirely from the restrictions. These include bakeries, tandoors, milk shops, fuel stations, CNG stations, electric vehicle charging facilities, gyms, sports centres, padel courts, IT companies and call centres. Hospitals, clinics, laboratories, pharmacies and medical supply stores have also been exempted because of their essential services.
For the film industry, the revised cinema schedule represents more than a simple adjustment of operating hours. The decision highlights the sector's continuing efforts to secure conditions that allow local productions to compete for audiences and maintain commercial viability.
For filmmakers and exhibitors who depend heavily on evening screenings, the extra hours could provide valuable breathing space. For audiences, meanwhile, the change restores greater flexibility in choosing when to watch films, particularly during weekends and holiday periods when cinema-going remains a popular form of entertainment.
The episode also demonstrated how quickly concerns raised by industry figures can become part of a broader discussion about the balance between economic measures and support for cultural activity. For Fahad Mustafa and others associated with 'Zombeid', the government's decision was ultimately a welcome signal that those concerns had been heard.