Netflix as a savior

There was a rumor going around some time ago that the streaming giant Netflix was in the process of striking a deal with the makers of The Legend of Maula Jatt regarding the film’s exclusive digital release rights. The rumor, which had died down during the last few months, has resurfaced yet again. Considering the current state of the film with its never-ending legal issues, this time around the deal might just end up happening.

Galaxy Lollywood did reach out to the film’s producer Ammara Hikmat to find out about the authenticity of these rumors. And although she denied that any such move was in store for the film, we think it could be a good move on the film’s part.

Netflix having its own array of exclusive films that do not get a theatrical release is not something new. Plenty of films having limited budgets or encompassing stories that would otherwise not get any decent run on the big screens end up doing very well when released on the streaming service. Netflix has already given solid competition to Hollywood theatrical releases and is gaining momentum as the leading global digital content provider.

The latest film released under the Dharma Productions banner from across the border, Drive had been in news for more than a year. News has it that the production house had lost all its faith in the film and were not ready to give it a theatrical release despite having the product ready. Then stepped in Netflix and under the exclusive contract signed between the production house and the streaming platform, Drive did end up getting a release.

Not a bad route to pursue

The Legend of Maula Jatt is also a finished product that is being withheld from being releasing. The years and the hard work that the film’s cast and crew have put in this film is evident from the teaser of the film. Despite the many delays the film still remains one of the most anticipated films for the audience of Pakistani cinema. If the legal technicalities do not allow the film to get a wide theatrical release, maybe going the Netflix way would not be so bad.

Pakistani audience has gotten used to the idea of streaming their content online. Pakistani dramas rake up views in millions on a daily basis on Youtube. Even critically acclaimed films like Cake ended up doing better when released digitally than the business it did during its theatrical run. The Legend of Maula Jatt pursuing the digital route might just be in the film’s best interests. Maybe then the cast and the makers can finally give closure to this product and move on to even bigger and better things. The Pakistani cinema industry surely needs that.