The tense political feud between India and Pakistan is taking a toll on the film industry.

Pakistan has halted the screening of Bollywood movies in theatres across the country, forcing the nation’s largest chain, Cinepax Cinemas, to re-run old Pakistani films.

Even before the current political stand off, the cinema chain was offering discounts of as much as 40 per cent on tickets to attract more customers.

“Bollywood movies, with their often musical formats, are popular in Pakistan, accounting for about 60 per cent of total cinema consumption,” according to Rafay Mahmood, culture editor at Karachi-based The Express Tribune .

Hollywood movies and films produced by Pakistan’s industry, known as Lollywood, make up the rest.

Low footfall

“Cinemas are experiencing the lowest footfall after the ban,” said Syed Mubashir Imam, chief executive officer of the Karachi-based Media City Productions Pvt, a television production company. “It is indeed a challenge for them and not an easy task.”

India and Pakistan have been engaged in a face-off in recent weeks, with cross-border firing and Pakistan’s airspace remaining partially closed.

The tension has stoked nationalist sentiment on both sides, with Bollywood actor Ajay Devgn’s statement that his latest movie will not be released in Pakistan.

Cinepax is Pakistan’s largest cinema operator with 45 screens and over 6,000 seats nationwide. It’s offering a 40 per cent discount on tickets for Pakistani films at silver screen theatres, and a 30 per cent price-cut at the higher-end gold theatres.

comment COMMENT NOW