Abstract Entertainment has always been an integral part of human existence.

In earlier times it took the form of folklore, folktale, theatre and street theatre/ processions/ performances etc. Later on with the invention of the camera the theatrical performance were copied onto the reel of a cinema projector. Cinema is not only an entertainment and leisure place but is a viable business investment which can produce high turnover. Technology has given the dancing picture forms which were once portrayed by the musketeers a completely new dimension. Cinemas attract a bigger population of all ages with the addition of 3D, digital screens, digital surround sound and intermittent/35 mm projector repair. Today cinema is one of the most sought business propositions.

Research Objectives To examine 3 leading cinemas To make a comparison among the cinemas from business point of view To look at the cinema industry from the business and investment point of view

Introduction A movie theater, cinema, movie house, picture theater, film theater is a venue, usually a building, for viewing motion pictures ("movies" or "films"). Most but not all movie theaters are commercial operations catering to the general public, who attend by purchasing a ticket. The movie is projected with a movie projector onto a large projection screen at the front of the auditorium. Some movie theaters are now equipped for digital cinema projection, removing the need to create and transport a physical film print. Since the decline of Pakistani cinema in the 1970s, mainstream films in the country have lost originality, a good script and an audience. In the golden days of Pakistani cinema, the film industry churned out more than 200 films annually, today its one-fifth of what it used to be. The Federal Bureau of Statistics shows that once the country boasted of having at least 700 cinemas operating in the country, this number dwindled down to less than 170 by 2005. Nowadays, be it in within the green walls of a dhabba, the garish pink paint of a beauty salon or a soft cream-colored living room in suburbia, the film being played is most likely a Bollywood or Hollywood blockbuster. A filmmaker may have an idea, the script, the equipment and the actors. Even with the digital revolution and a new age in filmmaking, a little bit of investment is required. Filmmakers in Pakistan often finance their own films. There are no glitzy production houses willing to risk investing in films. Filmmakers in Pakistan often finance their own films. The debate as to whether Indian films should be screened in Pakistani cinemas has become a hot topic yet again. While filmmakers and film stars are debating the subject of screening Indian films in Pakistan, film exhibitors and cinema owners have an entirely different account. They believe that cinema houses have started doing business after the screening of Indian films has been allowed in Pakistan.

As per official figures, a cinema house requires some 40 to 45 films a year to run while the number of total Pakistani films released in 2010 is 12. Additionally only three of these films were Urdu films while the others were Punjabi productions which are often not screened outside of Punjab. Pakistan Film Exhibitors Association Chairman Zoraiz Lashari believes that Indian films have helped to save cinemas in Pakistan and exhibitors and distributors would never have thought to import and buy Indian films if Pakistani films were being made. Either we shut the cinema houses or keep up the current practice. We welcome good Pakistani films but cable has changed things and technology has done wonders. Our filmmakers should realize this and make good films instead of lobbying to get Indian films banned, he said. United Film Association of Pakistan Chairman Mian Amjad Farzand has a different opinion, In a recent meeting with the Ministry of Culture we have asked them to make a policy regarding the screening of Indian films. We have been shouting this out for years now and the screening of Indian films should have some sort of equal footing. When asked how the Pakistani government could allow an equal number of Pakistani and Indian films when there were no Pakistani movies available, Farzand replied, This is the point. Who will watch our films when Indian films are being screened in cinemas? We make a film in Rs10 million and they make one in Rs100 million. There is no point in competing with them. What benefits has our government given to film industry so far? Where is the digital laboratory and where are the promised funds? When is the policy which states that Indian films cannot be screened for 14 days after a Pakistani film gets released being implemented? The government has to think about if they want Lollywood to live or not and then make a strategy and settle the things or just shut everything down.

Cinemas in Pakistan
Total number of Cinemas by province (2008-09)
Provinces Total number of Cinemas

Cinemas in major cities

(2008-09)
Cities
Islamabad Rawalpindi Lahore Peshawar Karachi

No. of Cinemas
0 16 17 12 38

Punjab Sindh
Balochistan NWFP

125 54
4 22

Total

205

Total

83

For a population of 167m, our cities have only 205 cinemas

Source: Statistics Division, Government of Pakistan

Research Universe 1. Cine Star 2. Cine Gold at Bahria Town 3. PAF Cinema Research Investigations from Cine Star: Cine Star is Lahores established in 2009 is a leading entertainment hub, where thousands of families and friends visit every day for their entertainment and quality time together. It features state-of-the-art wide angle screen and multimedia facilities. CineStar regularly presents blockbuster movies to keep the experience fresh and the audience coming. For achieving the ultimate movie-going experience CineStar also ensures the best facilities in town, a secure family environment, highly professional security staff and a modern in-house family caf. The owner of Cine Star is Chaudhry Faraz. We have mostly matte screens and this only supports the 2D format, but CineStar already had a silver screen, which plays both 2D and 3D films. Cine Star, the first and the only 3D cinema in Punjab, has been doing well since it opened. A lot of youngsters and families are coming to watch the magic of 3D effects, said an official of Cine Star. The cinema administration is expecting the other cinemas to follow suit soon. The price for a 3D film is Rs400, plus Rs150 for the special glasses which unlock the 3D experience. The normal price for a cinema ticket is Rs 350 in most of the A-class cinemas in the city. Though Cine Star is the first fully equipped 3D Cinema in Lahore, 3D technology is not completely new for the city. Experts believe that 3D cinemas can attract large numbers of audiences but for that, the cinemas need more films. It was in 1962-63 when Lahoris first witnessed 3D-like video on the big screen. This was done in an exhibition called Panorama in a ground near Punjab Assembly, by the then United States Information Centre. The ground was covered with tents, and cars were projected onto the tents so that they seemed to approach the audience. This was certainly very different from todays 3D film, but people cherished it a lot at that time. Afterwards cinemas in Lahore and Faisalabad tried to follow the same practice, but they were unsuccessful. The Success of 3D cinemas depends a lot on 3D films. Right now only English movies are available in 3D, and you need at least 25 English movies throughout the year to run these cinemas. Currently, we get some five to seven new English movies per year to screen in Pakistan.

But importing and buying foreign films is important at the moment otherwise the culture of watching movies on a large screen will be diminishing in the country and there definitely are many people who wish to see movies on cinema screens. Policy:

Tickets are Non-Refundable, Non-Exchangeable & Non-Transferable Management will not be responsible for any compensation or refund if you do not attend the show which is mentioned on the ticket. Cinemas complex is a No Smoking zone. Recording with a mobile camera or any other camera is strictly prohibited. Usage of mobile phones is strictly prohibited inside the auditoriums. Infants are not allowed inside the auditoriums. Outside eatables or drinks are not allowed in the cinema complex.

The ticket has to be in your possession for the entire duration of your visit. (Management reserves the right to deny entry, if you are unable to produce a valid ticket for that show time). Rights of admission are reserved. (Management reserves the right to deny entry or ask anyone to leave the premises at anytime without assigning any reason).

If, for any reason, the film is not exhibited on the date and time mentioned on the ticket then you will be entitled to obtain a 100% refund.
Ticket prices 2D Movies - Rs. 300 per person 3D Movies - Rs. 400 per person

Advance tickets are sold only at CINESTAR Cinema Box Office. Tickets are not booked over the phone. 3D Glasses for Digital 3D Movies (additional charge) Rs. 200 (disposable - customers can utilize the same glasses on their next visit)

Research Investigations from Cine Gold A Bahria Town Project

Malik Riaz Hussain, the owner of Cine Gold and the force behind Bahria Town, started in the 1980s as a small-time contractor. As competitors targeted the rich, he built for the emerging middle class, becoming one of Pakistan's richest developers. Bahria Town is one of the largest real-estate developers in Pakistan. Bahria Town has projects in Lahore, Rawalpindi, and Islamabad and is planning to develop projects in Murree and Karachi. Cine-Gold located in Lahore was also established in 2009. It opened for public viewing on 3rd July 2009. One of the finest cinemas of the city with comfortable seating arrangement and Dolby digital surround sound system. Pakistans first Gold Class Cinema in the heart of Bahria Town, Lahore. 150 reclining sofas for regular seats are an attraction. These sofas recline at a 90 degree angle for comfortable viewing. There is one single hall of approximately 100 by 50 sq feet with approximately 12 ramps and 12 seats on each ramp. Each seat costs Rs 400 and there are a total of 5 shows in a day. This proves that the cinema earns

Rs. 60,000 for each full house show. Cine Gold is in the out skirts of Lahore and thus its isolation from the city becomes a major attraction for youngsters along with its food courts. Research Investigations from PAF Auditorium Cinema

Newly renovated and technologically equipped PAF Auditorium Cinema has a capacity to accommodate 500 people. Each sofa costs Rs. 14,000. It has a free parking space as compared to other cinemas. PAF Cinema was closed down earlier and has recently been revamped and re-launched after a complete process of interior renovation and technological upgrade. Nadir Minhas, is responsible for handling the cinemas management. The sound system is digitized and we have also incorporated sound proofing to improve the audibility in the auditorium. The seats are designed to put a viewer at complete ease so that they can fully enjoy watching a movie With reclining chairs, artistic lights and new proofed screens for new movies, the PAF Cinema has been built on the lines of Cine Gold Bahria One of the main attractions at the cinema are digital sound system, new screen, fully air-conditioned, generator, the canteen of neat and pure edibles parking and washrooms are arranged. Chairs have been replaced with Sofa-set of new style. Waiting-rooms for families have been also constructed. The people who are fond of the films would be informed about new films and how to obtain ticket taking advantage of new technology. Two big screens were placed in the hall for the promotion of under-exhibition and new films. Administrators said that establishment of the cinemas of international standard is inevitable. Therefore the cinema claims to offer the best facilities to the people for inexpensive and standardized entertainment. The property is leased by PAF but the finances have been invested by Mr Nadir Minhas. According to him Cine Star and PAF face the same major issue of sound quality. The reason behind this is not have one single hall. At PAF they have an Upper Box, a middle level and then a lower level. This means there are three aisles of varying heights. Thus, sound quality differs from Cine Gold. The cinema needs to have digital projectors for quality sound and picture. Due to occasional power shut down this becomes a hindrance as the digital projectors bulbs require atleast 15-20 minutes to cool down and re-start after a power fluctuation or shutdown. For the advertisement before, after or in between the movie a weekly or monthly charge of Rs 10,000 is levied and an average approximate earning is Rs 50,000. Since the property is rented a rental charge of Rs. 50,000 is levied and generators take away around Rs 6,000 per month.

The cinema according to the owner and manager as well is in the growing stage but suffers occasional loss due to electricity issue. A show on average earns Rs 80,000-24000 and from the canteen the cinema earns on an average Rs. 70-80 per person. But one of the major drawbacks in this cinema is that people bring in their own eatables and this effect the sale at the cafeteria. Equipment is a major issue that also hinders quality movie viewing as the latest sound system costs around 2-2.15 lac Dollars.

If your film is greatly in demand, you may be offered a minimum guarantee (MG) as part of your distribution deal. The MG is a payment, or set of payments, that the distributor will guarantee to pay to acquire rights to distribute the film. On a straight DVD deal, an MG (assuming one is even offered) for a non-genre film may range from about $5k up to (rarely) $5070k. For genre films (such as horror), the MG may range as high as $500k for a DVD deal. However, it is not uncommon for a DVD distributor not to offer any MG, in which case a filmmaker must carefully research the distributors reputation at paying back end fees.
Due to sub-standard films being made the cinema is suffering a loss as the movie does not last for a longer period and are being shown on sharing partnership where 60-70 percent of sales are taken by the distributor in the first week as a fixed amount. This amount is paid till the film is running but the percentage decreases in the 2 week and so on. Most of the movies survive two days at a stretch unlike BOL that lasted one and a half month. Thus movies are being shown on MG and this becomes another major reason for loss to the cinema management. Ticket Prices General Public Rs 350 Uniform Personnel Rs 200 Family Seats Rs 300 Conclusion Cinema continues to be an attraction for people from all ages and walks of life. The cinema industry is suffering from major issues of electricity, heavy maintenance costs, MG and others security issues. Substandard movies fail to do produce the expected business at the Box Office. Everything said and done, the profit margin somewhere lies in the cafeterias and new policies which allow cinemas to show Indian movies. They might not be providing benefits but so help to create a balance as finances are ushered out of the window in the form of distribution cost. Movies like BOL and the like can help revive Pakistani Cinema industry. The only solution to clean bigger profits is produced local films which will attract a larger audience for a longer period of time.

ANNEXURE
CineStar Cinema Lahore. Address: Plot # 13, 2 Civic Center Township Contact: + 92-42-351 574 60-2 UAN: 111-246-362 E-MAIL: info@cinestar.com.pk PAF Auditorium Address: Sarfaraz Rafiqi Road, PAF Market, Lahore Cantt Email: info@pafcinema.com.pk Website: www.pafcinema.com.pk Contact: + 92 42 36688880

Cine Gold Address: Sector B, Bahria Town, Lahore. Phone: + 92 42 35340000 Fax: + 92 42 35340686 Email: info@cinegold.com Website: www.cinegold.com.pk