Fourth Weekend at the Overseas Box Office: Eid-ul-Azha Films Cap their Phenomenal Run

Following an excellent extended 3 week (25 days) run, the Pakistani Eid releases are nearing the finish line of their victory lap at the overseas box office. Collectively, the three movies have earned in excess of $2 million, a significant milestone. During the fourth weekend, Six Sigma/ARY Films’ Jawani Phir Nahi Ani 2 earned £6,400 (0.1 cr) in Britain to take it total to £379,000 (6.14 cr). The movie now ranks at number four among all time highest Pakistani grossers in that market, still about £50,000 short of Janaan. Across the middle-east, in the UAE it earned Dh47000 (0.16cr), bringing its lifetime figure in the territory to Dh 1.42m (4.83cr). JPNA2 capped its run in North America and Australia at $348,000 (4.37cr) and A$62,415 (0.55cr) respectively.

The other mega-release, M&D Productions’ Parwaaz Hai Junoon earned UK £3,570 (5.8 lacs) in UK over the same timeframe, taking its box office tally to £109,000 (1.77cr). Collections for the film in UAE were recorded at Dh 8000 (2.7 lacs) for a total of Dh 589000 (2cr). The North American total for PHJ stands at $311,000 (3.90cr), whereas in Australia it has earned a cumulative figure of A$ 49,750 (0.44cr).

The successful international run of practically all the three Eid films is a good omen for the future prospects of Pakistani cinema, and proves that the overseas audience will readily endorse quality family-oriented content. Additionally, what is especially noteworthy this time around is that not only have key markets in the UK and UAE responded well, an excellent response has also been witnessed in North America where PHJ and JPNA2 have earned an aggregate figure of 8.27 crores. This can be attributed to the ability of the Eid-ul-Azha films, especially PHJ and JPNA2, to cater to many segments of the audience – the youth, the families, the women as well as the more urbane Pakistani film consumer.

The extraordinary run of the two films internationally and in Pakistan fortifies new ground broken by new-age homegrown cinema. Their humongous success puts to rest the otherwise accepted notions that gratuitous violence, unnecessary glamor, cheap comedy, unnecessary controversy or elements borrowed from across the border are needed to make a movie a success.

Figures courtesy Joe Blog, sourced from Rentrak