Hindi
Bleeding Pak theatres may become ‘Raees’ again
MUMBAI: Four months after Pakistan stopped screening Hindi films in its cinemas responding to Bollywood’s unofficial ban on Pakistani artistes following the Uri attack, Pakistan is again attempting to allow screening as theatre-owners are bleeding financially.
PEMRA (Pakistan Electronic Media Regulatory Authority) had then banned Indian TV channels and entertainment programmes and cinema hall owners decided not to screen Bollywood films, the Times of India reported.
Pakistan’s prime minister Nawaz Sharif has constituted a panel to consider a request by distributors and theatre-owners to resume the import of Bollywood films. Distributors are hoping to get the permission before SRK’s ‘Raees’ releases on 25 January.
The Sharif committee is headed by minister of state for information Maryum Aurangzeb and includes the secretary of commerce, advisor to the PM on national history and literary heritage and a representative of ISI.
Films from India are in the list of items banned in Pakistan. But, the commerce ministry, under the import policy order, had issued NOCs (no-objection certificates) at per information ministry request thus allowing the import of 2-3 Indian films each month.
Sources told the Hindu that business in cinema halls in Pakistan was down after the unofficial ban on Indian movies and revenues had fallen up to 75 per cent in some theatres. Around 50 per cent of workers in halls lost their jobs. Bollywood films are also widely available through pirated DVDs in Pakistan.
Atrium Cinema owner in Karachi Nadeem Mandviwalla had earlier said that 70 per cent of their business comes from Bollywood and Hollywood. He said that they could only survive a temporary suspension, and not a continued one.
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Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
