Three films clashed over the Eid period this year and stakes were very high as the costs involved were quite high especially for the Sheheryar Munawar starrer Parey Hut Love. Eid fell on Monday giving four national Holidays from Monday to Thursday. Four national Holidays were followed by a Friday to Sunday hence giving seven days long extended weekend.
It was a very boxoffice favorable scenario and Superstar, Parey Hut Love and Heer Maan Ja raked in quite strong numbers yet they have fallen well short of last years numbers. Last year Jawani Phir Nahi Ani 2, Parwaaz Hai Junoon and Load Wedding had roped in over PKR 420 million in seven days. Last year Eid had fallen on Wednesday hence weekend was five days long and first seven days included two weekdays. This year weekend itself was seven days long but gross numbers are way short.
In first seven days the three local releases have minted around PKR 320 million which is almost 100 million short of 2018. That’s a fall of around 25% compared to last Eid ul Azha and when we do adjustment for the two weekdays for first seven days in 2018’s Eid ul Azha period, this fall goes over 30%. Fall in footfall is even more as most business this Eid has come at multiplexes. Even Eid ul Azha 2017 had fetched over PKR 240 million in seven days and Eid had fallen on Friday giving four weekdays in first week. Hence in real terms these numbers are even less than Eid 2017’s numbers.
Eid ul Azha 2018 had seen a growth of over 75% compared to 2017 but that much growth was tough to pull off this year. However, over 30% fall is quite shocking. Furthermore, hold over the weekdays is nothing compared to previous Eids. In lifetime numbers, Eid 2017 had roped in over PKR 550 million whereas 2018 Eid ul Azha releases had brought around PKR 970 million in lifetime run. There are no potential releases in coming weeks and it will be interesting to see where these Eid films will conclude their lifetime runs. Eid ul Azha 2018 numbers are way out of reach but these films will need to beat at least 2017 Eid releases total.
Below are first seven days combined business of Eid ul Azha local releases in last three years with percentage pick in brackets along with number of releases in brackets.
2017 (2).. 240 million 2018 (3).. 420 million (+75%) 2019 (3).. 320 million (-23.8%)