‘MAYBE LOLLYWOOD IS NOT ALL THAT JOLLY’
Lollywood is a true fan favorite in the hearts of many and just like the glamor that the industry is known for, the same goes for its history. The word "Lollywood" was coined in 1989 by magazine columnist, Saleem Nasir and is a blend of the word "Lahore'' with "Hollywood.”
The industry itself had been around for decades as it was first established in 1929-1930 when Abdur Rashid Kardar's silent film,"Husn ka daku" was released after the opening of the United Players Studio in the same year and thus laid the groundwork for this bustling industry in Lahore's Bhatti Gate locality. United Players Studio proceeded to rebrand itself and release an iconic classic, "Heer Ranjha" in 1932. The industry continued to thrive with various publishing houses like Evernew Studios and Eveready Pictures popping up. "Teri Yaad '' became the first ever movie to be released and set the ball rolling for the film industry.
Slowly more movies like "Hijckolay", "Mundri" and many more emerged during the 1940s-50s.The golden age of Pakistani cinema came in the 1960s, which saw the birth of various legends who went on to grace the silver screens and lead to cult classics. During this stage, the industry slowly transitioned from black and white and soon Pakistan saw the rise of its first coloured films. Due to the Indo-Pak war, Pakistan's film industry further prospered as Waheed Murad stepped up and revolutionized Lollywood with cult classics like “Armaan” being released in 1966. Horror movies soon appeared on the scene with the release of "Zinda Laash”. Along with the release of magazines and songs, the rise of Pakistan's first R-rated films began.
However, this golden era did not last long. Lollywood soon started to witness its downfall, resulting from various factors and thus, began to lose its spark.
Zia ul Haq's regime brought with it political turmoil and led to what many consider the decline of the Pakistani entertainment industry. Pakistan's silver screen during the Zia-ul-Haq years (1977-1988) — a time of strict rules and a conservative cultural setting — undoubtedly put a damper on creative minds. Movies had to walk a narrow line, leaving little room for bold storytelling. Zia-ul-Haq's crew had a tight grip on what hit the theaters, silencing films that dared to challenge his ideology and principles. Notable examples include 'Khamosh Pani' (Silent Waters), a powerful tale censored for its bold portrayal of societal taboos, and 'Jinnah', a biopic that faced the chopping block for its honest depiction of the country's founding father's life.
However, it wasn't just censorship that held back the industry. The government's purse strings were pulled tight, leaving filmmakers deprived of funds. This financial drought curtailed the production of high-quality films and held back the growth of the Pakistani cinema.
On the world stage, Lollywood, Pakistan's film industry, has always had a tough fight on its hands, competing with big shots like Bollywood and Hollywood. With their huge fan followings and massive budgets, it was no easy task for Lollywood to break out of Pakistan and the South Asian scene.
But here's the twist: Indian movies, especially those from Bollywood, have woven a special place in people's hearts, even across the border in Pakistan. The vibrant stories and colorful culture of Indian cinema have captured audiences for decades. It's no wonder that most Pakistanis have grown up cheering for Bollywood flicks, leaving Lollywood trying to keep up. This love affair with Indian cinema has made it tricky for Lollywood to carve its own path globally, leaving it in the shadows of its glitzier neighbor.
And what about making some noise? While Bollywood and Hollywood movies create a global stir with their catchy promotions, Lollywood productions often remain in the background. Without a unique strategy for global recognition, they find it challenging to shine on the grand stage.
Additionally, when it comes to movie technology, Lollywood seems to be in a slow-motion race with the fast-paced global film industry. While blockbusters like "Avatar" and "The Avengers" stun audiences with cutting-edge effects and modern techniques, Lollywood productions feel a bit old-fashioned. It's like comparing a snail to a race car! This contrast is striking, leaving us yearning for a touch of that Hollywood magic in our local cinema.
When discussing the drawbacks of present-day Pakistani movies and dramas, there are several points worth mentioning. It would be fair to write that there is a lack of innovative and original content being produced. With the same old, boring, typical and repetitive stories, a sense of predictability gets created within the audience, making them hesitant to watch the content. Be it the ruthless mother-in-law, the innocent daughter-in-law enduring domestic violence in silence throughout the story, or the glorification of toxic masculinities, we have undoubtedly grown, but the stories haven’t changed a bit.
This proves that more diversification in the content is direly needed. Modern day projects like “Razia,” featuring Mahira Khan, or “Udaari,” featuring Urwa Hocane have broken free of the repetitive and daunting themes, and not only challenges stereotypes but also motivates and inspires the youth. Furthermore, there is an absence and lack of awareness for media studies in Pakistan. Many capable individuals who possess aesthetic sensibility do not have ample platforms or opportunities to showcase their work and talent, and as a result they remain underrated. Only a collective effort from the professionals and viewers can help in improving these aspects and in bringing a refreshing and exciting era in Pakistani media.
To conclude, it is no surprise that Pakistan’s Lollywood comes from a rich history that saw the rise of stars like Lehri, Aasia Begum, Sahira Kazmi, Waheed Murad and many more. With a head start, Lollywood was on the road to be one of the known industries amongst South Asians but it's unfortunate setbacks have reduced it to the background.
The Pakistani Industry has offered very little from the last 20 years. Only a few cinematic gems have been spotted which truly make for an exciting watch.
Lollywood is no longer the shooting star it once was, when it began. Be it the unlucky political nuisance, the competition with Bollywood, the financial restrictions or the lack of importance to the industry, Lollywood is no longer all that jolly.
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