And it’s a hat-trick! Qismat 2 is the third Punjabi film in a row to open to bumper houses. The Ammy Virk, Sargun Mehta and Tania starrer, directed by Jagdeep Sidhu, opened in East Punjab circuit today (23rd September). Despite the odd-day release (Thursday instead of the usual Friday), it is expected to net Rs. 1 crore today! What’s more, the film is carrying excellent reports too, which means that it will sustain well at the box-office in the days and weeks to come.
Unlike the Hindi film industry, the Punjabi film industry has been having it very good ever since cinemas reopened after the second wave of the Coronavirus. Six weeks back, the Punjabi industry reopened with Puaada which took a very good start although it could open at very few cinemas because a lot of cinemas were still contemplating whether to restart operations or not. Two weeks thereafter came Chal Mera Putt 2 which literally swept the box-office. And now, three weeks after the Chal Mera Putt sequel has come the Qismat sequel. Point to note is that both, Chal Mera Putt and Qismat, were runaway hits, the benefit of which has percolated to their sequels. Of course, the sequels themselves are also rich in content, which is why they have the sustaining power. Another point to note is that of the three films mentioned above, two — Puaada and Qismat 2 — have been released by Zee.
What is different in the Punjabi films released in August and September this year from the Hindi films released during the same period? In other words, why are Hindi films falling like nine pins at the fractured box-office (50% capacity in cinemas, limitation on number of shows and show timings, night curfews, etc.) whereas Punjabi films are standing like rocks at the same fractured box-office? One important reason is that all the three aforementioned Punjabi films have been loved by the audience. On the other hand, the content of the Hindi films released during August and September this year was either not liked by the audience or the release (Thalaivii) was fractured. Another significant difference is that the Punjabi film-going audience was literally starved of entertainment in Punjabi for 17 months in the absence of a dedicated Punjabi OTT platform which offered them Punjabi films in the comforts of their homes, unlike the Hindi film-going audience which had new Hindi films being offered to them on various OTT platforms. In fact, Hindi films were being premiered on OTT platforms with such regularity during the two lockdowns that many among the public are not even aware that films like Bell Bottom, Chehre and Thalaivii have premiered in cinemas in the last two months, and not on some streaming platform.
Whatever the reasons, the bumper box-office collections of the three Punjabi films re-instills the faith of the trade in the box-office post-lockdown. The phenomenal collections of these Punjabi films should serve to give the Hindi film trade tons of hope that a bumper run of Hindi films in the cinemas is probably just around the corner. Yes, one universally appealing film, and we will see box-office collections which will make the industry dance with joy!!
