According to hushed predictions, JPNA 2’s box-office record may yet be broken by The Legend of Maula Jutt
As it stands, both the ‘Motion Picture Ordinance of 1979’ and the ‘Film Policy 2018’ need a do-over with clearly defined rules and business plans. Rather than be inspired by another country’s approach to formalise cinema (both 1979’s Ordinance and the 2018 policy are derivatives of other international policies themselves), one has to look at specific challenges in Pakistan and devise exact solutions that can help people make movies. Slight amendments and small fixes on an already ill-conceived framework will not help the industry — particularly when long-term objectives of growth are taken into account.
Incentives and rebates are secondary concerns. The government’s principal focus, which the PFPA also stresses on, should be to recognise film as a bona fide industry. This, in-turn, will empower the State Bank of Pakistan to sanction loans for film production (provided that the film has a solid payback plan and distribution in place).
Also, let’s not forget that finance and recognition is just one part of the solution.
Rather than pushing for government support — which may or may not come — the industry as a whole should be concerned in developing strategies and films that can attract the highest possible demographics across genres.
No one pays to see substandard work. The PFPA, more than anyone else, is in a position to address and overcome this lack by introducing programmes that can help producers overcome narrative shortfalls and create hype-worthy content.
If, that is, producers acknowledge that they need help in the first place.
So far, the only hype-worthy film in this later part of 2019 is The Legend of Maula Jutt, which, according to hushed predictions, may break JPNA 2’s box-office record.
But, then again, that is just one film in 20-odd releases we see every year.
It is no secret that Pakistani cinema is facing an all-time low because of inflation. Even grand Eid-ul-Azha releases Superstar, Parey Hut Love and Heer Maan Ja have barely managed to break even on their investments, despite performing adequately at the box-office.
Things weren’t as worrisome last year when JPNA 2 claimed the title of the highest grossing film ever in Pakistan; In fact, even Parwaaz Hai Junoon, which came in tow, managed to be a blockbuster.