Will Jawani Phir Nahi Ani hit the 300m mark

Published: September 23, 2015
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Film expected to break all records by earning Rs 40 to 50 million on opening weekend.

Film expected to break all records by earning Rs 40 to 50 million on opening weekend.

KARACHI: 

The past few holiday weekends have seen an abundance of Pakistani and Bollywood movie releases going toe-to-toe with one another. Eidul Azha last year saw Na Maloom Afraad (NMA), Operation 021 and Bang Bang! square off against each other and the trend seemed to have repeated on Eidul Fitr this year when Bin Roye and Wrong No locked horns with Salman Khan’s Bajrangi Bhaijaan. All of which eventually peaked with the Independence Day weekend, when for the first time in several decades, three Pakistani films were released simultaneously.

Surprisingly, there seems to be an awful lot of calm and decorum heading into Eidul Azha this year with not many local or international movies jousting for the crown. For the first time in over a year, a Pakistani movie would head into its weekend assured of its fate. It is the multi-starrer comedy Jawani Phir Nahi Ani (JPNA) that seems to be in pole position as the movie nears its release date.

Keeping this thought in mind, chief executive officer (CEO) of ARY Digital, Jerjees Seja, whose company Ary Films has produced and distributed the movie, said they were aiming for a weekend in excess of Rs40 to Rs50 million at the local box office. The figure seems to be meagre considering how ARY Films’s previous release Wrong No managed to earn Rs25 million during its opening three days despite facing stiff competition from Bin Roye and Bajrangi Bhaijaan.

Read: JPNA title song: Finally found the missing piece of the puzzle

Wrong No had the advantage of having a few shows before Eid, whereas JPNA will release directly on Eidul Azha,” explained Seja.

But the real point of interest is that the producers of the film are actually aiming to set a box-office record by the time the film finishes its run on cinema screens. “The total box-office collections we have set for the film is over Rs300 million. If this film doesn’t cross this mark, then I don’t know what film will,” stated Seja.

If the movie does end up crossing that tally, it would become Pakistan’s highest-grossing film, breaking Waar’s record of Rs230 million. Even Waar’s writer and producer Hassan Waqas Rana has thrown his weight behind the film, saying, “When I watched the movie, I told Humayun it would cross the Rs300 million mark.”

Exhibitors have also shown confidence in the movie terming it as an ideal Eid release as the film would translate well with both multiplex and single-screen cinemagoers, similar to another comedy released on Eidul Azha in 2014 — Na Maloom Afraad.

JPNA has already managed to capture the attention of audiences in Lahore with Khorem Goltasab, general manager of Super Cinemas, noting how there is a growing demand for the film in terms of advance booking. “Not only is the movie a thorough entertainer with the performances par excellence, it is a film that will do well in both multiplexes and single-screen cinemas.”

JPNA has received a boost heading into its release as the film, which was premiered in various cities worldwide, has already begun to benefit from strong word-of-mouth. With the movie appearing as a heavyweight in front of other local and international releases, such as Hulla Gulla, Katti Batti and Everest, it would be asking too much of these three films to stop the JPNA juggernaut.

Despite the lack of competition, Seja is not getting too carried away with the film’s chances and is wary of the threat that the other movies pose. “All these films, such as Hulla Gulla, Katti Batti and Everest, are quality films. Even Manto is still being screened in cinemas, so I wouldn’t say there is a lack of competition. These films are still tough competition.”

JPNA is expected to release on nearly 80 screens across the country on Eidul Azha. The movie features an ensemble cast, including Humayun Saeed, Hamza Ali Abbasi, Vasay Chaudhry, Ahmed Ali Butt, Javed Sheikh, Ismail Tara, Ayesha Khan and Bushra Ansari.

LOCAL BOX OFFICE RECORDS:

Highest grossing Pakistani film —  Waar —  Rs23.4 million

Highest box office opening weekend —  Fast & Furious 7 —  Rs72.5 million

Highest box office opening weekend (Eid) —  Kick —  Rs57.8 million 

Published in The Express Tribune, September 24th, 2015.

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Reader Comments (10)

  • Timorlane
    Sep 24, 2015 - 11:35AM

    Well I’m gonna watch Hula Gula this Eid.

    Cuz Jawani seems like a mixture of many

    other flicks. Recommend

  • Karachiite
    Sep 24, 2015 - 12:54PM

    ary and tribune in quite an ‘express’ partnership these days it seems ;)
    lollywood’s claim to fame are going to be films like moor, shah, dukhtar and manto (ive seen moor and manto, both are absolutely amazing!) rather than chick flicks. we already have bollywood for those. right now im waiting for swaarangi to come out, looks very promising!Recommend

  • Rashid Nazir
    Sep 24, 2015 - 9:38PM

    @Karachiite: Moor, Shah, Dukhtar all have failed to recover their cost at box office. Lets hope, more Pakistani cine goers follow your thinking by watching such films so their success motivates other producers to make more such films.

    Swaarangi is already released on 11th September and proved dead flop due to poor film production standard.Recommend

  • SZH
    Sep 24, 2015 - 11:33PM

    Dear All,
    Do watch JPNA. Find for yourself that it is not a copy of any of the movies you think it is.
    We just sat in a houseful theater in Burjuman, Dubai and we all had a thoroughly enjoyable experience. @Timorlane Recommend

  • Layman
    Sep 25, 2015 - 11:52AM

    One of the best movies to come out of Pakistan, you have to watch it to believe.Recommend

  • Superman
    Sep 26, 2015 - 11:39AM

    @Rashid Nazir:
    If money is every thing for us then selling drugs and running brothel will give you more returns… Once any one who is making movie should know that he is representing our country…. And should depict how we are not few idiotic idology should create a false impression to whole world… So better make your own sofa movies lower input and high returns and satisfy yourself….Recommend

  • wajid
    Sep 27, 2015 - 2:59AM

    Ten out of ten, very good Pakistani movie with nice story and full of comedy. We need to appericate them as it is a really nice one.
    Please guys go to cinema and watch this one . You won’t be disappointed.
    WajidRecommend

  • Batman
    Sep 28, 2015 - 5:19PM

    @Superman. The movie sells because audience appreciates it. Stop getting so insecure over culture. The movie does the job of showing what our culture really is. Do you think it would have sold if we were not already people shown in this film. Stop living in era of Zia and move on. Society for right or wrong reasons have changed. And movies accordingly. When the society will change movies will change too. Watched JPNA very proudly with my indian friends as it was on the money. Made us laugh all the way through. You say movie doesn’t represent our country. I think the other side of our country is shown very well by bbc and cnn with all the beard people. So please stop being insecure and put fingers in your ears and eyes closed tight. Society have turned way too evil for you and wait till imam Mehdi comes!!Recommend

  • Addi
    Oct 4, 2015 - 11:52AM

    JPNA is an outstanding movie. I have a lot of craze of movies. After watching a lot of bollywood & hollywood stuff, when i saw some lollywood movies like dekho magar pyar se, i was very aweful on our cinema. But but but when i saw jawani phir ni ani, all the cinema crowd give it standing aovation. Seroiusly this movie is incrediable. Slute to the production of JPNA, they give the pakistani cinema A class..!!!
    See that movie, u will forget all bolly & holly..Recommend

  • Kanza
    Oct 4, 2015 - 1:22PM

    Just saw it in the theatre yesterday. It’s a MUST watch! The script is set to tickle funny bones of PAKISTANI audience or those who understand Pakistani pop culture and politics. Total laugh riot. Recommend

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