Eids are money spinning occasions at the ticket windows of Pakistani cinemas. Every year cinemas see a bumper start on Eid and we also see a cluster of films clashing on Eid. Cinemas usually hit their ceiling over the period of Eid. However this year, Eid will seemingly be a gloomy occasion for various reasons. Firstly, the Cricket World Cup will begin just a week before Eid and it will significantly dent the boxoffice of Eid releases.

In addition, a highly anticipated film The Legend of Maula Jatt which was previously scheduled for Eid release, has been delayed. This has also been a setback for cinemas. In contrast, we saw four Pakistani movies battling with each other along with an English film Jurassic World, last year.

Eid ul Fitr 2018 did yield decent results however it was generally a dull occasion for Pakistani films. Last Eid, English release Jurassic World won the race as it toppled the other Eid releases in its lifetime run. This Eid, films may not even be able to pull off similar numbers to last Eid.

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The two Pakistani films to lock horns this Eid will be Wrong No 2 and Chhalawa. The former has some brand value due to the success of its first installment. On the other hand, Chhalawa does have comparatively better promos. The advance bookings of both the films are open at a couple of major multiplexes, however it is too early to measure the advance booking response. The picture will be clearer 2-3 days prior to the release date of these films.

Due to Cricket World Cup, this Eid will not be the same for films. Furthermore, both the films’ promotions in the coming days will have a detrimental effect on their performance. There is also no major English film confirmed for release this Eid. Last year was rescued by an English release and this year cinemas will be hoping for a English release which could possibly save the occasion.

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For now Godzilla and The Secret Life Of Pets 2 are confirmed for release on Eid. Godzilla is not a big film but it has high end action which will push the opening in small cities. However major multiplexes will need a big push for this Eid and these two Paksitani film will have to fill that void over Eid by bringing good amount of footfall.

Aladdin was a significant film and its delay will also be slowing down business in the cinemas this Eid. Aladdin’s release date is still not confirmed but if that film manages to come on Eid then it can definitely bring in good amount of footfalls over the Eid period at multiplexes.

Now is the time for the film’s media partners and the team to really buckle up and play their part in the film’s promotions. They have an opportunity this Eid, as no major film will be competing with them. These films can garner good results if they fully capitalize on the occasion. Therefore they should treat the films like Eid films and do massive promotions in order to push footfalls this Eid.

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Film Trade Analyst.


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