By Arooj Jafar
Avengers: Endgame has become a phenomenon in the past one week and rightfully so. The latest Marvel film has been creating new records worldwide ever since it released last Friday and honestly why not, for the film is the culmination of eleven years and more than twenty films, making it one of the most anticipated releases of the year. The film released on the 26th of April and the last week has witnessed the biggest week (in terms of numbers) in the history of Pakistani cinema as box office rules have been rewritten everywhere.
Pakistani Box Office on fire, yet again
The past week, as we mentioned earlier, has been a crazy time for the cinema industry in Pakistan courtesy, Avengers: Endgame. 3-year-old records have been shattered completely, with the movie collecting a massive 23 crores in the first week itself.
Sultan, in 2016, had managed a figure of 21 crores but that has finally been edged out. The local offering Jawani Phir Nahi Ani 2 was also not behind as it grossed a total of 20.6 crores in its first week. However, considering Avengers: Endgame was a non-holiday release and came out without the dubbed version, this business is massive.
A few observations regarding the whole madness
Avengers, all over the world, has set new benchmarks. This film is a message to all the filmmakers out there that people are ready to spend if the content is good. The cinematic experience is the main pull of Avengers as people love the characters and it is this exact emotional connection that totally changes the movie watching experience.
One important point to note here is that the ticket price for Avengers is the same as of Sherdil in local cinemas which frankly does not seem right. Cinemas need to find a way to push the local movies more and in the tough times, the ticket rates must be adjusted. The public is out there and so is the intent to come to the cinemas but they need to be lured with the right kind of product mix which includes content and affordability.
A final word
The Indian film industry, too, is seeing a massive response from their public. The film, with half the screens for their usual big releases, has managed collections no Indian film could have, in its first week. It looks like the whole debate of cinemas losing their Midas touch due to digital content is warring out. Public’s message is clear; good scripts backed with excellent cinematic experience will be celebrated with full force.
Endgame will continue to rule the box office in the second weekend too but with Ramzan starting from Tuesday (tentatively), business is bound to get slower. One thing is clear that Avengers is one of a kind phenomenon and we can expect it to shatter more records in the coming days. Hope the happy times continue and good content comes from all ends. We have our fingers crossed.