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How did Gumm and Jackpot Perform at the Box-office?

While the Sami Khan and Shamoon Abbasi starrer “Gumm” was never expected to open strongly owing to absence of any marketing strategy from its makers and lack of any buzz among the masses, the figures it recorded over the weekend still struck trade observers as lower than expectations.

The movie registered collections of less than 10 lacs, indicating that there was little to non-significant pickup in collections on Saturday following a weak opening on Friday.

This is quite surprising since the movie was high on content and Sami Khan possibly put in his career’s best performance. It remains to be seen how the movie trends on weekdays but recovery from such low numbers is likely to be an uphill task. It should be pointed that while in 2016, Ho Mann Jahaan opened decently, followed by Parchi in 2018, the first week of January has historically known to register lower than average opening figures for the year worldwide.

“Jackpot” was the other Pakistani release, or shall we say re-release this weekend, since the film had already opened to poor numbers previously around mid-2018, and had been pushed again by its makers and distributors in the hope of getting some audience. Once again, in the absence of any buzz and content which hardly stood out against the plethora of masala releases from across the border that hit every weekend, the Noor Hassan-Sanam Chaudhry starrer failed to register decent numbers and also collected numbers similar to Gumm, which are less than 10 lacs.

Amongst the hold-overs, collections of “3 Bahadur: Rise of Warriors” touched the 5.8 crore mark this weekend whereas surprise hit “The Donkey King” has collected 24.5 crore so far.

Source: Box Office Detail and ARY Films.

Faisal Ali H

Written by Faisal Ali H

I work as an economist and maintain an active interest in Pakistani cinema.
(Email : [email protected])

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