Return of the cinema
Many cinemas in the city are being renovated for the special occasion of Eid when six Urdu/ Punjabi, three Pashto and two English movies are going to be released
By Aoun Sahi
Eid ul Fitr is always a vibrant and colourful occasion for Lahorites. The entertainment industry also picks up momentum for the occasion when everybody wants to come out of the house to enjoy. It is thought to be the best time for Lollywood film producers and distributors to release their movies. They are not exactly wrong in expecting a box-office boom during the time of Eid and a high cinema attendance, particularly during the three holidays. This Eid six Urdu/Punjabi, three Pashto and two English movies are going to be released nationwide.
Cinema owners are making special arrangements to attract more and more audiences. Almost all cinemas of Abbot Road and Mcleod Road Lahore, the capital of Pakistani film industry, are going through a renovation phase for Eid.
Although an expensive affair, owners have taken the risk while still doubtful if renovation of cinemas alone could attract people to come and watch Pakistani movies. Mian Muhammad Shakeel, secretary Pakistan Film Exhibitor Association says that if you don't have quality products, viewers would not come to cinema. "It's true that during Eid days business of many cinemas increases by 200 per cent but this phenomenon does not corelate with the quality of the film."
This is why cinema owners make special arrangements for Eid. "At present we have 25 operational cinemas in Lahore. Out of these seven cinemas are on Abbot Road while two are on Macleod Road. Most cinema owners here have replaced old sound system with Digital Technology Sound System (DTS). Ironically most Pakistani movies cannot be played on DTS because the producers cannot afford to use modern editing technology," Shakeel tells TNS. He thinks Pakistani film is still top on the priority list of viewers, if the quality is good. He quotes the example of Chhoorian and Majajan.
Shakeel regrets that due to sub-standard work of some film makers, the educated and family audiences have left coming to cinema.
Regular cinema viewers second Shakeel's point. Amjad Lodhi a resident of Shahalam Gate, a regular visitor to Abbot Road and Macleod Road, says he just goes to cinemas to have fun with friends "I never come to cinema with my family because one cannot watch a Punjabi movie with female family members."
Hafeez Ahmed, a renowned writer and film maker, who produced films like Zulam Da Badla and Ishq Dewana in mid 1970's thinks that in the name of art most of the film makers these days are promoting vulgarity. "Creativity is conspicuous by absence. You can't bring people to cinema again and again to watch the same subject," he tells TNS.
He thinks that before the introduction of gandasa culture in films, people from all walks of the society used to visit cinemas. "Till early 1980's cinema was the most popular means of entertainment in Lahore. On occasions like Eid, it was a norm for many families to go cinema to enjoy the latest films. But not anymore."
Film makers of the present era do not buy Hafeez's argument. They think money is the key to make a good film these days. "It is right that generally the standard of our films has deteriorated, but creativity these days cannot come without money," says film director Syed Noor. He would not, however, blame the film makers alone for creating this viewer apathy. "Cinema owners are equally responsible. They should have in mind that people do not like to come in traditional cinema houses. Now it is the age of multiplexes and minicinemas with modern facilities."
Syed Noor says films of whatever standard would not make good returns to film makers if there are no good cinemas. "Now with six films ready for release on Eid, in many cities film makers are unable to find a cinema house for their film. Who would dare make a movie in such conditions?" questions Syed Noor.
Cinema-owners of other cities in Punjab are also making special arrangements for Eid shows. Nasir Ismaeel, owner of Prince cinema Gujranwala says that he's spent a lot to renovate his cinema for Eid. "I have installed a new digital screen and replaced old seats with new ones. But I have not done all this to show a Pakistani movie. I would rather show English films that bring viewers to cinema."
Nasir thinks that in fact Pakistani movies now cannot afford subject variation "because the audience do not like to watch movies on delicate subject. They like formula movies. To change the trend and bring viewers back to cinema government should allow Indian movies to be shown in Pakistani cinemas." He says that commercial theatre has also has emerged into a very stable industry in Punjab "but the formula film that promoted vulgarity is equally responsible for popularity of commercial theatre," says Nasir.
Mian Shakeel quotes figures about number of cinema houses in Pakistan that clearly reflect the situation of film and cinema industry of country. "Till 1980 there were 1015 cinema houses throughout Pakistan. But the number now has decreased to as low as 335. This figure also includes cinemas of cantonments. In Punjab during the same period there were 780 cinemas but now there are not more than 179 operational cinema houses." The situation in Lahore is also equally bad: "In 1979 there were 83 cinema houses in Lahore but the number now has reduced to 25."
According to Shakeel 50 per cent of cinemas of Lahore have been changed into theatre "because people like to go theatre, no matter what quality of stuff they watch there. The normal ticket-rate for stage plays is from Rs300 to Rs1,000 but on Eid the price easily reached Rs1,000 to even 2,500. Interestingly, the audience from smaller cities near Lahore, predominantly male, comes to watch stage plays in great number." he tells TNS.
Syed Noor thinks it is not the time to blame each other for viewers not coming to cinemas to watch Pakistani movies. "Both film makers and cinema owners need to analyse the situation and take appropriate steps."
