This Bari Eid saw three new Pakistani film releases. They all battled it out to win over the Pakistani awaam. ‘Jawani Phir Nahi Ani 2′ came out on top with its quick wit and one-liners. ‘Load Wedding’ had a hard time at the box office. The film offered a story with a heart and a strong social message, so it does suck to see it not do as well as the rest.
The director of the film, Nabeel Qureshi, was particularly vocal about this and blamed cinemas for the movie not doing well.
The director posted a screenshot of the movie timings, where compared to the other Eid releases, ‘Load Wedding’ has to do with one-time slot allocated to them.
This is bizzare hieght of injustice !!! @universalcinema pic.twitter.com/wUMTYOtnjn
— Nabeel Qureshi (@nabeelqureshi) August 26, 2018
He goes on to call this action by cinemas as ‘dhandli’, which is a pretty big claim to make.
Nabeel Qureshi also claims that this is what one gets for making a more with a social impact
Bohut dhaandli hai !!!! Sab cinemas main …. this is what you get – after making a film which is in national interest which talks abt change of norms !! Socially relevant ! Anti dowry ! https://t.co/LtIjpjEnmm
— Nabeel Qureshi (@nabeelqureshi) August 27, 2018
It seems a little unfair to blame cinemas, but there were some who agreed with him
I agree with you #LoadWedding getting less shows in every cinema. This is totally disgusting. #Pakistan need to get more cinemas if we really want survival of Pakistan Film Industry.
— Muzammil Mughal (@ladlamughal) August 27, 2018
Load Wedding is far better among others. .but ARY group is using its influence on local as well as international market. .Not good at all for our cinema revival. .
— Farhan Zafar (@farhan2434) August 27, 2018
People shared images of other cinemas giving all the movies equal timings, thereby discrediting his claims
— rizbukhari (@rizbukhari) August 27, 2018
I mean, he really is basing his claims on ONE cinema in Multan..so there’s that
Nueplex Karachi has given good shows.
— Sana Khan (@sanakhan_BN) August 27, 2018
The truth bombs being thrown at Nabeel Qureshi were pretty savage
I watched your film and as much as it was nicely done, it was slow and for someone there for entertainment value, it was borderline boring. So what’s the fuss about? The subject was good but film was average so make peace and accept other films are doing better business
— Chalak Meghan (@ChalakMeghan) August 27, 2018
Not a lot of people saw how the blame lay with the cinemas
Isn't it something to do with YOUR own distributors?? … How is it dhandli?
— SabahatMS (@SabahatMS) August 28, 2018
Others pointed out how this was an issue of timing
Sorry cant buy your complain.
Why u released your movie with 2 more movies.
It is not always about subject but sensible decisions as well
— Asim Husain Khan (@AHK_75) August 28, 2018
Sar kisne kahan tha 3 filmo ke sath release kro
— Rao Shahid Nawaz (@RaoShahidNawaz3) August 27, 2018
Also, many people online are not buying the ‘dhandli’ allegations. It’s just simple economics.
What rubbish u guys are talking?
Cinema owners are doing business, they are showing movies with high demands, stop politicising everything— Taimoor Janjua (@Taimoor7777) August 28, 2018
Nabeel was called ‘immature’. Things are not looking up for the poor guy
Your noise seems a little immature and you projecting as dhandhli isn’t fair. Cinemas will only@project films that will make them money. Your show was half empty at a prime time whereas other films were jammed packed
— Chalak Meghan (@ChalakMeghan) August 27, 2018
At the end of the day, the whole game boils down to money and demand. People are rushing to see movies like ‘Parwaaz Hai Junoon’ and ‘Jawani Phir Nahin Ani 2′ so really, there is no dhandhli shandhli happening. The movie itself is not bad, it may just be that Eid wasn’t the best time for ‘Load Wedding’ to come out. Also, in either case, the director really shouldn’t be blaming cinemas for the movie not doing as well as the others. It’s quite unprofessional on his part, to be honest.
What do you think? What’s to blame for the movie not doing well at the Pakistani Box Office?
Let us know in the comments 🙂