Pakistan’s entertainment industry has some of the most versatile and creative storytellers. After a turbulent hiatus, as the film industry is now facing a revival – with a lot of quality films being produced and many new genres being explored – our filmmakers are constantly bringing their work to the attention of the viewers. attention. Post a two year Covid-19 halt, it seems that Pakistani filmmakers are not ready for another pause, as they are releasing their long delayed pieces one after another on Eid-ul-Fitr.
The Importance Of Promotions
Promotions play an integral part in the success and failure of a film in terms of numbers. Recently, Nabeel Qureshi’s ‘Khel Khel Mein’ and Mohib Mirza’s ‘Ishrat: Made In China’ graced cinema halls across the country with their grand launch. Nabeel Qureshi and Fizza Ali Meerza handled promotions quite well across the country with Sajal Aly and Bilal Abbas Khan’s grand appearances at the promotional events. Mohib Mirza’s Ishrat: Made In China however couldn’t manage to gather the same popularity due to the lack of effective promotions.
This time around, there are 5 Eid-ul-Fitr releases. Let’s dissect what is and is not working for these thus far:
Dum Mastam
The Amar Khan and Imran Ashraf starrer grabbed the attention of the masses right from its trailer launch, with extraordinary camera work that arrests the viewer with captivating visuals from Old Lahore, and Ehteshamuddin’s direction par excellence.
The script is penned down by the leading lady herself, i.e. Amar Khan. The musical rom-com revolves around the citizens of a small town where Imran Ashraf plays a dancer and Amar Khan plays an aspiring actress. The film highlights the conflicted dynamics of calf-love and career aspirations and how these shape the lives of both leads.
Press meets, digital promotions, and the launch of music videos – Dum Mastam is ruling the status right now as the film is doing great with a strong and effective social media promotional team. People are really enjoying the romantic ballads and beautiful posters dropping ever-so-often, and hence, the excitement is palpable. We may just get to experience quite a buzz at theatres on Eid-ul-Fitr, if promotions are to be counted upon.
Chakkar
We loved ‘Wrong Number’ and its sequel, didn’t we? Yasir Nawaz, the producer-cum-actor is back with yet another film, but this time, it’s an unconventional murder mystery. Starring Neelam Muneer and Ahsan Khan along with the producer himself, the trailer of the film promises a number of twists and turns and with too much drama and thrill, of course!
Yasir has added the identical twin track to this film as well, where Neelam Muneer plays a double role. The unresolved murder mystery revolves around the mystifying killing of one of the sisters.
The film also has a melodious album with happening dance numbers and romantic songs.
The stellar team of Chakkar has started promoting the film recently in Karachi’s Lucky One Mall. Viral clips from the promotional event are doing rounds on social media and the the producer duo, Nida-Yasir, is trying their best to grab the attention of the masses.
Ghabrana Nahin Hai
Saba Qamar’s much anticipated feature film ‘Ghabrana Nahin Hai’ is all set for its release this Eid after a long delay due to Covid-19. Though the initial teaser couldn’t manage to impress the masses, the trailer raised the excitement bars to a whole new level.
The film stars Zahid Ahmed and Syed Jibran opposite Saba Qamar. Where Saba plays a social media influencer turned actress, Zahid and Jibran portray a corrupt police officer, and an insecure fiancé, respectively. The action-comedy film highlights the journey of a fierce, powerful, and determined woman played by Saba Qamar who is seen dealing with the lows and darks of politics and crime.
The Saqib Khan film promises a story of an empowered woman, while not completely being female-centric. The trailer also raises the anticipation for a thrilling action-comedy, filled with unlimited twists and turns that will keep the viewers constantly on the edge of their seat.
Ghabrana Nahi Hai is one film which is still apparently waiting to fully kickstart promotions. While its trailer plays in cinema halls at the beginning of movies, one does wonder when the immersive action, led by the stars, will begin. Some netizens feel that having Saba Qamar in the film is making the producers not promote it in a proper way, due to the lead actress’ popularity among the nation.
Parde Main Rehne Do
Bringing back the craziness of ‘Chalaawa’, ‘Karachi Se Lahore’, and ‘Lahore Se Aagay’, the popular producer couple Wajahat Rauf and Shazia Wajahat have ‘Parde Main Rehne Do’ coming out this year.
A Hania Aamir and Ali Rehman Khan starrer, the film is being highly anticipated ever since the trailer is launched. While many viewers are excited to see their favourite actors together with an effervescent chemistry, the film is also applauded for highlighting the subject of infertility in a desi household.
However, many people and critics didn’t seem too happy with a particular dance number and a typical action-comedy genre which is not new to the revived film industry of Pakistan.
Parde Main Rehne Do is considered to be highly anticipated as the makers are constantly promoting the piece across the country with different junkets and promotional events, clips of which are making the rounds. Hania and Ali are also being seen at the forefront of these, and this doubles as a reminder to the audience to eventually go and watch the film on Eid-ul-Fitr.
Tere Baajre Di Raakhi
One of the most anticipated films, TBDR marks the grand return of Lollywood’s established filmmaker, Syed Noor. The film revolves around a Canada-based film student, played by influencer, TikTok star, and now, debut actor, Jannat Mirza.
Pakistanis are going to witness a well written Punjabi movie created by one of the maestros of classic Lollywood. Syed Noor has said that this will be a total family film as well.
Actors such as Abdullah Khan, Saima Noor, Babar Ali, Aqsa Mukhtar, Syed Aly Kirmani, and comedians like Iftikhar Thakur, Saima Saleem, Agha Majid, and Saleem Albela, will also be seen in the film. The film is being seen as an earnest effort towards the revival of Punjabi cinema.
However, the film is not being promoted the way it should be. In fact, many people still don’t know about the film’s release date being Eid-ul-Fitr, while the trailer has also been released.
Summing Up
It is good to see the film industry gradually taking steps towards making its place in higher ranks in the world, especially after the bad times that it has gone through. However, it is equally important if the promotions are done the right way for all the films. In any case, from all the films releasing this Eid-ul-Fitr, which one are you most excited for?
