Mohib Mirza’s passionate project “Ishrat: Made in China” released in cinemas this weekend. The film was released on Thursday on 3rd of March in cinemas across the country and it opened to a low response.
According to trade analyst Ali Zain, film has collected only 20 to 25 lacs PKR over the weekend. Film was made with a whopping budget of 12 to 14 crores PKR and with that, these numbers are nothing but disastrous.
Film’s lead star Sanam Saeed in a tweet raised her concern over Nueplex cinemas for not putting up film’s posters on the chain’s Rashid Minhas Road branch.
A little disappointed in #nuplexcinemas for not putting up any of our film posters, especially on Rashid Minhas Road. People will always come to see superhero films. They have a long legacy behind them. Pakistani films need cinemas support. @JBFilmsPK please see to it .
— Sanam Saeed (@sanammodysaeed) March 7, 2022
The Nueplex Cinemas released their response in which they declared that providing the standees and other artwork is the responsibility of distributor and producer. It was also revealed that the film could only manage an occupancy of 11% at Rashid Minhas Outlet and 13% at DHA branch.
— NueplexCinemas (@NueplexCinemas) March 7, 2022
With the box office results of “Ishrat”, it is high time for the producers to start taking their film’s release and promotional strategy seriously. It is a case study for the industry that how a big-budgeted film that has a potential of being a box office hit can end up into a disaster.