Will ‘Dedh Ishqiya’ manage to break Pakistan Box Office records?

A very intense story line followed by a strong cast and dialogues laced with Urdu seems to have worked the magic for Dedh Ishqiya in Pakistan. Rehman Fazli, a distributor pf Geo TV revealed that the film has been doing very well despite a “haphazard release” and added that late night shows are running house-full too.

The film hit the screens Friday.

“We got the prints only by Friday afternoon and the censor board gave us the certificate by seven in the evening. The theatres were not sure if they will even get to show the film, so there were no posters,” Fazli told on phone from Karachi.

“We had a 1 a.m. show and it was housefull,” he added

“In Pakistan, the film is being shown on 35 screens, including single screens. However, the footfall in multiplexes is overwhelming compared to the single screen theatres”, said Fazli.

“During weekend, the multiplexes were full and all shows including the night show were running house-full. However, the film did not do well in single screen theatres,” he said and added that Monday and Tuesday are public holidays in the country.

Gada says they were confident about the film’s performance in Pakistan.

“The ‘Ishqiya’ franchise is based on Khalujaan and Babban’s naughty and quirky chemistry and the bold female characters. Hence, we were confident of its success,” he said.

“Indian cinema is popular in Pakistan and the audiences look forward to watching Bollywood films, since the cultures are similar. We think that good films will have a good market there,” he added.

They are hoping to earn good profit in the neighboring country.

“It is too early to talk about the collection figures yet. However, going by the tremendous response, we are hoping that it will do extremely good business in the territory,” he said.

Gada feels that it is the mix of the “twists and turns”, “content” and “story” that made the film appealing.

“‘Dedh Ishqiya’ is an extremely entertaining and funny film, laced with twists and turns. This is the key factor drawing audiences to see the film. In addition to this, the content, story, treatment and the entire packaging connected with the audience,” he said.

Madhuri, who made a comeback after seven years with the film, did help in luring the audiences as well, he said. The 46-year-old made a fabulous ‘begum’ in the movie.

“Certainly it has generated excitement, curiosity and buzz around the film,” he said.

Leave a Reply