Cinema: Through the looking glass

Filling the vacuum created by decline of traditional screens, 3D enterprises signal resurgence of cinema-going culture

LAHORE:

The Pakistani film industry may be witnessing a revival, but cinemas merely seem to be evolving in another dimension. With 3D films pushing the boundaries of a moviegoer’s experience, the traditional 2D cinemas are being driven on to the margins. Two decades ago, there were over 900 cinemas across the country, with more than 90 cinemas in Lahore alone. At present, the number of cinemas on the national level has dwindled to 130. Only 44 of these exist in Lahore, of which only 22 screen films regularly.

Read: ‘Pakistani audiences ready for all types of cinema’

But several 3D cinemas have sprung up in bigger cities of the country over the past five years. In fact, nine 3D cinemas have recently opened up in Lahore. At present, the cinemas offering 3D technology in Lahore are Cine Star, Cine Gold, Sozo World, Super Cinema, DHA Cinema, Shabistan Cinema, Luxus Grand Cinema, Paragon Cinema and Audiplex. “This, without a doubt, is the era of 3D cinemas. The birth of nine 3D cinemas in the last five years in Lahore is proof that people still want to go watch movies in theatres,” Qaiser Sanaullah, the chairman of Cinema Owner’s Association, told The Express Tribune.

The growing popularity of 3D cinemas is presenting an opportunity for cinema-owners to revive their businesses. Sangeet Cinema and Sahil Cinema in the Shahdara area of Lahore have begun renovation to update to 3D technology, while cinemas in Samanabad and Bhatti Chowk, which had shut down earlier, are also bracing for a comeback. Sahil Cinema’s manager Shahzad Butt said they’re converting to 3D technology to reinvigorate their business. “People now prefer 3D over traditional cinemas and we’re expecting good business,” he added.

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“Although all these cinemas, with the exception of Shabistan, are located in posh areas, residents of the old city are not deterred by the commute to go watch a good film. More 3D cinemas are bound to come up, as those associated with the business are beginning to realise that their demand will only increase with time,” said Sanaullah. But setting up a 3D cinema isn’t cheap. It costs three times as much as a traditional cinema and requires more maintenance, explained Waryam Iqbal, the administrative officer of Audiplex at the Royal Palm Golf and Country Club. “Nearly Rs40 million is needed to establish a 3D cinema.”

For director Pervaiz Rana, the trend bodes well for the cinema-going culture, which had taken a hit in recent times. “Directors and producers are happy to see the increase in number of 3D cinemas in Lahore as it has been the hub of the film industry and home to many historic cinemas. It’s tragic that we were unable to save places, such as Tarannum Cinema, which was demolished a few years ago,” he said. “Those associated with the film industry have been through a tough time, but better days seem to be around the corner,” Rana added with optimism.

A Pakistani 3D film is yet to be made, but that hasn’t stopped these cinemas from screening local and Bollywood movies. “Bajrangi Bhaijaan, Bin Roye and Wrong No. were all screened at 3D cinemas because people don’t like going to traditional cinemas anymore,” said Rana, pointing out that 3D cinemas are not exclusively screening 3D movies. Ant-Man, Pixels and Minions are among the films in 3D format that are being screened in local cinemas. Perhaps, it’s also time for a Pakistani filmmaker to take the lead.

Published in The Express Tribune, July 28^th,  2015.

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