It’s been a while since Pakistani cinema experienced a legitimate khirki torh opening at the box-office. While most big-ticket Eid ventures have enjoyed a solid opening over the past decade, the craze, anticipation, and hype which translates to a 100% opening on the first day of Eid has only been witnessed on a few occasions, and that too mainly in the three key urban centers. The problem is compounded by the fact that the first day usually witnesses a relatively low turnout owing to most people being busy with the festivities.
However, that just might change now that the makers behind The Legend of Maula Jatt have formally announced the film’s release date. The Fawad Khan, Mahira Khan and Hamza Ali Abbasi starrer is all set to release over Eid-ul-Fitr, bringing to culmination its arduous journey littered with legal minefields starting all the way back with the initial announcement by Bilal Lashari in late 2013. Producer Ammara Hikmat posted an Instagram picture captioned ‘The Legend of Maula Jatt, Eid 2020.’
https://www.instagram.com/p/B83xzzEBU22/
About two weeks back, producer of the 1979 original Maula Jatt announced in a public statement that he was withdrawing the legal cases against the film, however, the subsequent silence from Team TLMJ had puzzled industry observers given the urgent need for publicity and release date confirmation for the film. With that out of the way, the next challenge for the film is to up its marketing game and move beyond cursory social media announcements to build the buzz needed for that khirki-smashing opening. However, given the film’s lengthy history, one would tamper the high expectations of a marketing blitz.
In a redux of what took place last Eid-ul-Azha, the film’s release plans will once again draw the ire of the industry as Tich Button and Fast and Furious 9 are already slated for the same Eid-ul-Fitr window, with release dates formally announced by their distributors. Also affected will be Half Fry and Lafangey: Chapter 1. Despite packing the country’s biggest stars and carrying the nametag of a historic blockbuster, it seems filmmakers simply do not want to release films on regular, non-Eid days. And if such a project cannot take the risk (minimal for TLMJ) of releasing on a regular weekend, how can one take issue with every other filmmaker who also wants to line his or her film up for the Eid holidays?
Given the amount of time the makers have spent on the project, expectations will be rather high and it remains to be seen to what extent the project will deliver. We wish Team TLMJ the best and will be keeping you posted about this hot and happening project, now that it’s finally releasing.
