A young woman is haunted by a demon child (or a figment of her imagination); a disgruntled newsman stirs up a youth-led political revolt; a woman uncovers and fights parochial injustice; a downcast former cricketer champions an untested district cricket team; local youths stuck in a rut try to outrun the circle of life; and a man, who like any big-screen anti-terrorist sentinel, is the last hope for Pakistan against home-grown and international villainy: 2013 has been a sudden, and distinct, year for Pakistani cinema.
Before the year began, there was hardly any substantial push for Pakistani cinema. But as the year went ahead, the progress became a mix of gradual, carefully-footed, releases — most of which, despite flashes of brilliance, mixed reviews or big box office numbers, flopped. But this is a happy year as well. Mainstream Urdu language films — a must for any revival — with diverse themes were released in multiplexes.
The audience responded, depending on how vigorously the movie was marketed. Investors noticed. New movies were planned, or those already completed, were released in new strategic alliances. Enthusiasm, and perhaps the thirst for limelight, led new producers to venture into the Pakistani motion picture market (as of now, almost every other man, vaguely into the entertainment field, is looking to make a movie; after all television is too crowded or monopolised right now). This is, of course, the best time to make a Pakistani movie as people always tend to remember those who were in the forefront of a new wave.
When the year started, a friend who worked as the distributor of a movie got in touch with me; a Pakistani horror movie was coming out. Sceptical at first, I didn’t really buy the idea of a mainstream Pakistani movie that I didn’t know about (especially because there was no publicity). The gentleman, Imran Raza Kazmi, a soft-spoken yet enthusiastic first-time producer, told me a story familiar to any producer: he has made a movie, at his own risk, and is fighting to get it out.
Siyaah was eventually released to a lukewarm response and a lack of Pakistan-wide distributor support (one of the reasons for this was that Siyaah was mastered in digital, limiting its release to multiplexes or cinemas set-up with digital projectors). This was in March. Mr Kazmi would eventually take his movie out to private screenings and universities, and make serious money — or so he tells me (according to Mr Kazmi’s estimates, Siyaah ultimately earned Rs 11,691,476).
One month later, Abdullah Kadwani and Shahzad Nawaz’s Chambaili hit around election time. It was a powerful cinematic experience, and despite its timing and encouraging box office returns, the movie was a financial loss.
The next big push would be in August with Ishq Khuda, a Punjabi language release directed by Shahzad Rafique. Shot in 35mm, which is a scarcity in this year’s line-up, the production had quality but didn’t reach out to the right audiences. The film’s biggest drawback: it faced off with Bollywood’s Chennai Express.
Despite Ishq Khuda’s financial losses, August was significant to Pakistani cinema: a partnership was struck between ARY Digital and Mandviwalla Entertainment (who also manage Atrium Cinemas). Two distinct brands met, and created diversity: The Platform, a small budget motion picture initiative was set up, followed by ARY Films’ own rush into the industry. (Just a few weeks ago, ARY Films launched another strategic alliance with Shaan Shahid).
Josh — Against the Grain (via The Platform) and Main Hoon Shahid Afridi (Mandviwalla Entertainment and ARY Films) came out — one an independent-minded, social message based production, previously released worldwide; the other a grand entertainer of lacklustre plot of big production. As per my knowledge, both movies, despite their inspiring numbers, tanked. A month later, Zinda Bhaag, which shifted strategic partners and release dates for wider coverage, was selected to be Pakistan’s official entry into the Oscars. The movie, again, was a financial loss.
Seedlings (aka Lamha), also distributed by ARY Films, and released a week before Zinda Bhaag, was given a limited release in an already busy week. No one knew (including myself) when it came, or went. (This was the case with Hassan Askari’s Dil paray des main, Libas and Kabhi pyar na karna as well).
Then came Waar, a superficially crafted uber-actioner that made history. Still playing in cinemas, Waar is officially the highest grossing Pakistani movie of all time, despite mixed to negative reviews. Like most international hits, the film capitalised in the areas of hype and preconceived notions, asserting the formula of making a blockbuster: make it big, cut the trailer just right, bridge the market gap.
Waar had a clean palette, some worthwhile action, and although severely lacking in plot or narrative coherence, appealed to our nationalistic nature to go and buy a ticket. It is important to note three things in this new wave: cinematic value, release dates and competition, and economics.
Out of the 36 movies released in 2013, 11 were in Urdu language and eight were mainstream releases. Almost all major business came from metropolitan cities and multiplexes. In fact, the multiplexes are as significant, as say, importing Bollywood movies, which despite constant hate-mail, were fundamental in bringing our cinema culture back on track.
Right now, several multiplex projects, including CineStar’s first IMAX in Lahore (due out in mid-2014), are either being pondered upon or being set up. According to Hammad Chaudhry of HKC Entertainment, the number of total screens (of around 10-12 multiplexes) is likely to increase from 25–30 in 2014.
A point to note is that three movies with noteworthy earnings — Chambaili, Main hoon Shahid Afridi and Waar — were released in off-seasons; April, August and October. These months are generally reserved for small movies that do not fall in the column of summer blockbusters. A movie needs to make three times its budget from the cinemas; by calculation, a 50 per cent stake per ticket goes to the exhibitor (the cinema owner) and the rest returns to the distributor, whose stake, minus publicity costs (or brokered deal), runs to around 15 per cent. The remaining earnings are counted as a producer’s net profit.
As it happens with any industry, fledging or fruitful, the movies need to be evaluated on their aesthetic and technical grounds. Main hoon Shahid Afridi was a lush entertainer with a clichéd plot; Chambaili was outright brilliant, if a tad preachy; Siyaah, left its engrossing first act in favor of dead and tired horror-movie formulas; Josh was agenda-driven, pale and uninspiring; Ishq Khuda was pondering; Zinda Bhaag was gutsy and original and Waar was simply a big summer blockbuster.
The varying opinions, of course, bring room for improvement — which, I believe, is part of a filmmaker’s perpetual learning experience.
While opinions are subjective and divided on tastes, I personally believe that filmmakers shouldn’t start making movies just because they can. Yes, technology is cheaper today and production turn-around may seem fast but experience tells me, it is anything but. Mr Kadwani, who I recently was in a candid conversation with, asserts this view point.
While Pakistani cinema may sound appealing right now, people producing movies need to understand the pitfalls of the trade: There is going to be fierce competition with bigger Bollywood movies (Hollywood, unfortunately, has always been the lesser of two evils to Pakistani producers); there are still a limited number of cinema screens available; productions need to be precisely budgeted and scheduled; for a sustainable revival, our new wave needs to keep a delicate balance between genres and diversity — and let’s not forget the most essential factor: the filmmakers need to work hard on their scripts (if it’s not right on paper, people won’t buy it; flukes are a rarity).
If they plan their movies right, the revival is definitely here to stay.
—By Mohammad Kamran Javaid