The Pakistani film industry has immense potential of growth, and could earn billions in foreign exchange if the standard of production is improved and the virgin markets of North America, Europe and Middle-East are tapped in a professional manner.
Already the film-makers from India are earning huge profits from the markets in Europe, America and Middle-East.
The movies produced in India are recovering 30 percent of the total budget from the international circuit of North America.
The irony of the fact is that 70 percent of the movie-goers in North America, Gulf and Europe are Pakistanis.
There is no way a big budget, quality movie from Pakistan could fail to generate revenue from these markets, as the loyalty factor is predominant in Pakistani community based abroad.
"All we have to do is to treat Pakistani movies as export goods and like any exportable item, we would have to improve the quality of the end product," on Khalil Rana, a film producer, who has invested over Rs 30 million in a local movie venture, said on Sunday.
Educated from Germany and New York in film-making, Rana while talking to Business Recorder, said Pakistani film-makers are afraid of exploring the unknown circuits and competing with the big budget, star-studded Indian productions.
"If Indian hit Khabi Khushi Khabi Gham could cross $3.7 million from North American circuit, why a Pakistani production could not succeed there.
Pakistani production, which would cost almost peanuts, as compared to Indian production, stands far better chance.
The entire production cost of a Pakistani movie could be recovered from one international circuit, if Pakistan produces a quality movie on good story line and on sound technical basis.
However, we would not reap the profits till we are ready to explore the unknown", Rana explained.
Further elaborating his viewpoint, he said Pakistan now has a distinct position in manufacturing world class footballs and sport goods, which are contributing towards massive chunk of total foreign exchange earnings of Pakistan.
"However, no one in Argentina or Brazil knew about our products till we tap the new markets. Similar is the case with the movies being produced here. We would not carve a niche for our productions, till we try the new circuits", he stressed.
Rana, who had a pleasant experience with his art movie 'Sool' on the subject of drug-addiction in US circuit, that his total production cost on the movie filmed in Pakistan stood at Rs 2.2 million, and its release in the US fetched him a total revenue of Rs 22.2 million.
"Already, I have received offer of $150,000 for the rights of release in America for my commercial venture 'Salakhain'.
Simple calculations explains that if only 10 percent of community in United States watch the movie on standard ticket price of $10, the total earning of my movie would be $1 million. Even if I make half of it, it is a good start", he added.
When asked to comment on the potential of Pakistani market and the chances of recovering cost of production of a big-budget movie in local circuit, Khalil said that with proper marketing, promotion and distribution network, a movie in Pakistan could easily generate Rs 20 million to 30 million.
"Even if a producer makes half of it, there is still international market available. However, since Pakistani producers depend only on the local market, they are afraid of investing heavily and make compromises on quality", he explained.
On a question on joint productions with India, in the wake of normalisation efforts being made between both the countries, Rana Khalil said this is a move, which would finally wake up the Pakistani producers from their slumber.
Appreciating the idea of setting up joint collaboration, he opined that Pakistanis have more to gain from joint productions than the Indians.
"We would improve on the technical side and then the huge Indian circuit would be available for Pakistani film-makers. Our dependence on Pakistani market would end and new avenues of investment would open in the film industry", he maintained.
Further stressing his viewpoint, Rana said that the Hollywood giants like 20th Century Fox and Beuna Vista were interested in joint ventures with the Asian film industry, adding already, they are holding talks with the Indian film-makers.
Moreover, the private investors are also keen to make huge investments in Pakistani film industry and electronic media, he said.
"All we have to do is to make the move, improve the technical facilities and abandon the traditional production practice", he added.
Rana said there were plenty of institutes which have huge funds available for film industries of developing countries like Pakistan, adding these funds, which run in millions of dollars could help in reviving the Pakistani film industry, and this sector could become the most export-oriented sector of the country.
"All we have to do is to consider the our movies as exportable items and should be ready to face the competition in the international market like we have done in garments, textile, rice leather and sports goods export markets.
The sky is the limit for foreign exchange earnings, if the markets are tapped in proper manner and films are publicised professionally," he added.
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