In Pakistan Film industry there is a perpetual cold war between the cinema owners and film directors. The later are not really happy with the owners and accuse them of not strategically placing their movies and releasing Indian movies instead of Pakistani ones. However, cinema owners have their own point of view that the quality and content of Pakistani films is not up the mark and so naturally, there is no selling point to these.
Both are right in one or the other way. As far as I think, directors cannot force cinema owners to show their movies, for cinema owners are in candy business and definitely not a part of industry. They just sell films similar to how a candy shop keeper sells candies. If a candy is not in demand no shop owner will keep that in his shop. And as one cant deny that that Pakistani films have rarely been able to beat Indian films in, explains why cinemas aren’t willing to showcase them.
In every industry there is a circle of low budget filmmakers, even in Bollywood there are certain filmmakers with low budget babies and though they may be well appreciated in film festivals and in small circuits, it may not make a business in cinema and hence taken off. Surprisingly, a film festival can give your film a name a credibility and fame but not money, so, for that we should look towards Hollywood.
Even In Hollywood annually more than 1200 movies are produced and many of them are released on DVD, now you will say how many? no all of them are released on DVD , yes I agree that all of them are released on DVD, but very few of you know that there are many films in Hollywood which are release directly on DVD rather than any cinema or theater. There are many new films in Hollywood and all of them aren’t of same big budget and star cast so they release there film directly on DVD and those films produce decent money in which they cover their cost and make some profit for makers so in Hollywood direct to DVD movies is a successful exercise and we should try it in Pakistan .
As we know that in Pakistan there are few good cinemas only where people head to and those cinemas mostly play Indian or Hollywood big budget movies. And where for a local filmmaker it’s not possible to show his film on those cinemas , DVD seems just the right way for such local and new filmmakers who believe that their films has something to offer. Once this film is a hit on DVD, the next time no cinema will say NO to that filmmaker.
Doing this we can cover the cost of film and may b can make little bit of money as well. However, the main hurdle is the issue of piracy in Pakistan. If we can control piracy we can revive our film industry through direct DVD release formula, which is quiet economical and costs very low as compared to hiring a cinema for a percentage of profit.