Indian films losing audience in Pakistan after Indian attitude on Mumbai attacks

[Naveed Yaseen]

* Cinema officials report 75 percent reduction in attendance of Indian films in local cinemas after Mumbai attacks
* PCMA chairman fears removal of Indian films from local cinemas if tensions continue

By Ali Usman

LAHORE: Following the Mumbai attacks in November, cinemas throughout the city have experienced a significant shortfall in the attendance of Indian films, and several newly-released Indian movies are not being exhibited at cinemas, managers and the distributor told Daily Times on Sunday.

They said that many people have refused to watch Indian films in local cinemas, and the business has suffered due to the Mumbai carnage. They said that although the Indian films had been in high demand in local cinemas prior to the attack, the trend seems to have changed due to the tensions between the two countries.

Effects on cinema: Plaza Cinema Manager Anwar said that people still come to watch Indian films, however, he admitted that the number had reduced by 75 percent. He said that Indian films are currently being aired in three mainstream cinemas- DHA Cinema, Plaza Cinema and Sozo World Cinema. Anwar said that the Plaza Cinema had a capacity of 850 people without any signs of congestion. He said that before the Mumbai attacks, 250 people watched each show of Indian film, adding that the number of attendees has now reduced to 50. He said that cinemas screening Indian movies have failed to attract large crowds even on Sundays. He said that the business had suffered a serious setback due to this, adding that cinema producers may not purchase the screening rights of upcoming Indian films.

Sozo World Cinema official Sharafat said that the cinema had been screening two Indian films daily, adding that they had failed to attract as many people as they previously used to. He said that the cinema had a capacity of 400 people, adding that it had not been jam-packed ever since tensions developed between the two countries. Yuvraj, a film featuring Salman Khan and Katrina Kaif, is currently airing in the city’s cinemas, but the film has failed to get a full house despite the great market value of the actors.

PCMA chairman: Pakistan Cinema Management Association (PCMA) Chairman Qaiser Sanaullah Khan said that in the aftermath of a significant reduction in the demand of Indian films, exhibitors and distributor were reluctant to purchase the screening rights of the new Indian movies. He said that large media groups, which had screened several Indian movies in the past, had not come to purchase the screening rights of an upcoming movie featuring Shahrukh Khan. He said that Indian movies would likely be eradicated from the Pakistani cinema industry if the situation did not improve.

http://www.dailytimes.com.pk/default.asp...008_pg13_1