LAHORE - As the film industry has failed miserably to produce quality movies after becoming more or less impotent, cinemas are all set to screen Indian and American movies on upcoming Eid. The two Eids have traditionally been considered most appropriate time to market films. But the Lollywood, keeping its recent but sad ritual alive, being unable to produce for satisfying the demands of people, will launch only three films while maximum cinemas are presenting three new Bollywood and two Hollywood films, which is a continuation of the trend of exhibiting foreign movies in theatres across Pakistan. Cinemas are a part of the market that always follows demand and supply rule. That is why both scarcity of products and absence of would be movie-watchers have forced almost every theatre, including those located in the Northern Lahore and Walled City, in the metropolis identified as the cultural hub of the country, to switch over either to Indian or English films. The cinema-owners and distributors are of the view that local films have failed to attract the audience to sustain the industry; therefore, they are without any choice except foreign movies. While talking to The Nation they said they were purchasing the screening rights for the latest Bollywood and Hollywood movies due to negligible and poor quality local production. The cinemas throughout Punjab including Empire, Sozo World, Metropole, Mir Mahal, Sanay Gold, Cine Star, Nishat, Shaheen Auditorium and Shama at Sialkot; Dream Land and Rex at Multan; Gulistan at Sheikhupura; Seroz and Sany Pex at Rawalpindi; Prince, Taj Mahal and Sabina at Faisalabad; Zinko Palace at Gujranwala; and Shaheen Auditorium at Sargodha have planned to exhibit Indian and English movies. It is worth recalling that the Bollywood products Kambakht Ishq, Luck, Love Aaj Kal and New York are already doing huge business throughout the country. A few cinemas including Minor at Faisalabad, Capri at Multan, Capri at Gujranawala, Serooz at Rawalpindi, Sazia at Gujrat, Gulistan at Sialkot, Shaheen and New Gulistan at Sargoodha will display a local Punjabi film Nach K Yaar Manana directed by Masood Butt. A renowned film promoter and Director DHA Cinema Nadeem Mandviwalla says the DHA Cinema is scheduled to display three foreign movies on the festive occasion, G I Joe (Hollywood) and 'Wanted and 'Dil Bole Haddipa (Bollywood). But Mandviwalla is not pessimistic about the future. He says the rebuilding process of cinemas, starting in 2007, has resulted in revival of cinema culture, but off course with peculiar features. In due course of time, it will create stability and confidence others to invest in new cinemas and multiplexes eventually making the production of indigenous films viable and feasible. He further said the government and all the stakeholders should concentrate their efforts in creating a lucrative environment for the future generations to develop the industry which would stand up to the challenge of producing films for the world market rather than limited to the territorial boundaries. Director Cine Star Cinema and Exhibitor Faraz Chaudhry said he was interested to display the new movie produced by Syed Noor 'Nach K Yaar Manana in case the Censors Board approved it before Eid. He said the cinema-owners were forced to provide the best entertainment to public as the masses demanded reward after purchasing a ticket costing Rs 100. Usually, youngsters and a lot of families spend their Eidis (cash presents) on film watching for buying entertainment, which is becoming more and more scarce for the majority of Pakistanis, badly tormented and suffocated by social and political constraints. But the people, especially families, are shying away from the theatres in the last one or two decades for the reasons that go beyond film and cinema industry and are multi-dimensional in nature. A cinema official says almost all the cinemas will screen four to five shows on each day of Eid, while another disclosed that like other things, the prices of tickets on Eid would either be increased due to black marketing or decreased because of the peoples lack of interest in cinemagoing.