Three films on Eid but divided industry: Can Pakistan’s cinema survive without unity and proper promotion?

Three Pakistani films are releasing this Eidul Fitr, but uneven promotion and industry divisions raise concerns about why the country’s film industry continues to struggle for consistent success.

MediaBites Editorial

As Pakistani cinemas prepare for the Eidul Fitr box office rush, three local films are set to release — but the situation has once again triggered debate about weak marketing strategies and deep divisions within the country’s struggling film industry.

This Eid, audiences will see “Aag Lagay Basti Mein,” “Bullah,” and “Delhi Gate” arriving in cinemas. While the releases should ideally generate excitement for Pakistani cinema, critics say the lack of coordinated promotion and industry unity continues to limit the sector’s growth.

One film dominating the spotlight

Among the three films, “Aag Lagay Basti Mein,” starring Fahad Mustafa and Mahira Khan, appears to be receiving the strongest promotional push.

Fahad Mustafa, who also hosts ARY Digital’s popular Ramazan game show “Jeeto Pakistan,” has actively promoted the film throughout the holy month. During the show, the actor repeatedly invited the film’s cast and director, promoted the movie to viewers, and encouraged audiences live on air to visit cinemas during Eid to watch the film.

In addition, trailers and promotional material for the movie have been frequently aired across ARY Network platforms, giving it a significant marketing advantage over other releases.

Could collective promotion help the industry?

While Fahad Mustafa has been vigorously promoting his film, industry observers believe such high-profile platforms could also be used to highlight other Eid releases. Supporting fellow filmmakers could help strengthen Pakistan’s struggling cinema industry overall, as collective promotion during major events like Eid may generate broader hype and attract larger audiences to local films.

Minimal publicity for other films

In contrast, the other two Eid releases — “Bullah,” starring Shaan Shahid, and “Delhi Gate,” directed by Nadeem Cheema — appear to have received very limited promotional exposure.

Despite being a major comeback project for Shaan Shahid in Punjabi action cinema, “Bullah” has seen little visible marketing activity compared to its competitors.

Similarly, “Delhi Gate,” set in Lahore’s historic Walled City, has also had minimal publicity, leaving many cinema-goers unaware that the film is even releasing this Eid.

Industry observers say that in many cases, audiences may only discover these films after arriving at cineplexes, highlighting a significant gap in marketing strategy.

Industry divisions hurting cinema

Film analysts argue that Pakistan’s cinema industry has long struggled with internal divisions, inconsistent promotion, and a lack of collective strategy.

Instead of building a unified campaign to promote Pakistani films as a whole during major holidays like Eid, producers often promote projects individually — sometimes creating imbalanced visibility and competition within the same industry.

Critics say this fragmented approach weakens the overall market and limits the potential success of local films.

A recurring challenge for Pakistani cinema

Eid holidays traditionally offer the biggest opportunity for local films to attract large audiences.

However, experts say the success of Pakistani cinema will depend not only on content quality but also on strong marketing, collaboration, and a unified industry vision.

With three films releasing this Eid — one heavily promoted and two barely visible — the question once again arises: can Pakistan’s film industry truly grow without unity and effective promotion?