Disappointing business of Pakistani films on Eid, Carry on Jatta 3 won the box office

The Eid-ul-Azha 2023 releases did not perform well at the box office, resulting in disappointing collections. The decision to release a large number of films simultaneously on such a festive occasion is being blamed for the poor outcome. Among the Urdu films, only “Teri Meri Kahaniyan” managed to generate some business, albeit not satisfactory. The film had a disappointing opening, with low audience turnout and canceled afternoon shows. Although it showed a slight improvement over the following days, major cinemas reduced the number of screenings due to low business.

After the four-day Eid holidays, the film’s shows during weekdays dropped by 60% compared to the first day. It grossed a total of Rs 23.3 million rupees domestically by the end of the Eid weekend, with disappointing collections in the overseas circuit as well.

“Babylicious” ranked second in terms of collections among the Eid releases, earning 5.8 million rupees by the end of the weekend. The film faced limited shows and a lack of marketing and promotion, leading to a decline in reach and a subsequent reduction in screenings.

The film “VIP” also suffered from a similar fate, with fewer shows on the first day and a poor marketing strategy. Major cinemas closed the film on the third day of Eid, and it managed to collect a mere Rs 4.4 million rupees during the weekend.

The animated 3D film “Allahyar and the 100 Flowers of God” faced disruptions on its first day due to the delayed delivery of the digital print to theaters. It failed to meet expectations due to weak marketing and collected only Rs 4.8 million rupees by the end of the weekend.

“Madaari,” an indie film, received decent shows initially but had a disappointing opening. Most cinemas reduced their screenings, and it collected a total of Rs 1.2 million rupees, limited to a few cinemas.

“Aar Paar” also considered unsuitable for the Eid festival by trade pundits, faced difficulties in getting shows on the first day. The film managed only 31 shows, with only 25% remaining by the end of the weekend. Major cinema chains in Lahore released the film on the third day, and it collected a total of Rs. 1.6 million during the four-day Eid period.

The only Pakistani Punjabi film, “Laday Da Wiyah,” had a dismal performance with just three shows on the first day in the entire Punjab circuit. The film was pulled from theaters after a single day, attributed to a new cast and poor production value.

In contrast, the Indian Punjabi film “Carry on Jatta 3” had a strong opening in the Punjab circuit, with increasing shows and positive reception. It collected over Rs 62.8 million PKR by the end of the Eid weekend and showed potential for breaking records in the overseas circuit as well.

The English film “Indiana Jones and the Dial of Destiny” did not meet expectations, possibly due to unfavorable pre-release reviews. It collected Rs 17.2 million PKR in three days until the end of the Eid weekend, falling short of the franchise’s worth.

Given the current box office performance of Pakistani films, they are predicted to struggle against the upcoming release of the new Mission Impossible series, releasing on July 14.