Punjab Government’s Steps to Revive the Film Industry
Under the leadership of Punjab Chief Minister Maryam Nawaz, the Punjab government has launched initiatives to restore Lahore as a hub for film, drama, and entertainment activities. This decision is significant not only from a cultural perspective but also holds great economic and social importance. There was a time when Lahore was considered the heart of film activity in the subcontinent and, later, in Pakistan. Today, the government is striving to revive that lost identity—an effort that is truly commendable.
Across the world, the film and entertainment industry is a major economic activity. It generates billions of dollars in revenue, provides employment to millions of people, and plays a vital role in the growth of tourism, advertising, music, fashion, and other sectors. Films and dramas are not merely a source of entertainment; they also contribute to intellectual development, moral guidance, and social awareness. They play a key role in helping people distinguish between right and wrong, strengthening national identity, and promoting cultural values. The film industries of the United States and India are shining examples—they have not only brought economic benefits to their countries but have also established far-reaching cultural influence worldwide.
Lahore, too, once enjoyed a brilliant position in the film world. From the 1960s onward, for several decades, countless renowned figures emerged here in film production, music, acting, and direction. The film centres of Lahore produced movies that are still regarded as priceless assets of Pakistani culture. During that era, filmmaking was a disciplined art and a professional activity, with quality given the highest priority.
However, with the passage of time, this industry began to decline. Gradually, financially powerful but unprofessional elements came to dominate the film sector—people who prioritised personal connections, factionalism, and financial influence over talent and quality. Doors closed for new and capable individuals, while untrained and unserious figures rose to prominence. Consequently, the quality of films deteriorated, storylines weakened, and audiences drifted away from cinemas. Eventually, the situation reached a point where cinema halls began to shut down, and Pakistan’s film industry was left virtually paralysed.
The Punjab government’s current initiative is undoubtedly positive and encouraging. However, the success of this plan depends on how it is executed. If the revival of the industry relies on the same faces and traditional circles that are widely considered responsible for its past decline, achieving the desired results will be difficult. What is needed is for the government to bring forward new talent—young directors, writers, technical experts, and creative individuals—and provide them with meaningful opportunities.
The real need is to move beyond conventional thinking and adopt new approaches. The field of filmmaking is rapidly evolving worldwide, and modern technology is transforming its landscape. The Punjab government should establish state-of-the-art artificial intelligence and VFX centres in Lahore, where young people can be trained and equipped with cutting-edge facilities. Today, films and dramas can be produced with minimal need for expensive sets, extensive shooting locations, or huge budgets. With modern technology, world-class content can be created even with limited resources.
Similarly, joint ventures could be initiated with Turkish media and entertainment institutions. Over the past two decades, Turkey has achieved remarkable global recognition through its dramas and films. Pakistan has much to learn from its experience. Additionally, content in Urdu and Punjabi is being produced in Canada, the United States, and the United Kingdom. Collaboration with institutions from these countries would not only facilitate the transfer of modern skills but also open up international markets for Pakistani content.
If the Punjab government succeeds in laying the foundation for a film industry that offers quality storytelling, modern techniques, and international standards, it would be a great service to Pakistan. The key to future success lies not merely in increasing the number of films but in elevating their quality. We need to create films and dramas that can captivate audiences worldwide, effectively portray national history, culture, and contemporary social issues, and project a positive identity for Pakistan on the global stage. Lahore possesses the potential to once again become a great film centre, but for that to happen, we must avoid repeating past mistakes and instead adopt a new, modern, and forward-thinking strategy aligned with the needs of the future.
