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No cinema, no problem. Sharmeen Obaid's production company SOC Films is launching a new project called Dekh Magar Pyar Se, which is all about taking cinema to the people.

The mobile cinema hopes to compensate for the lack of community spaces in Pakistan.

"SOC Films has been screening its films and projects across Pakistan for a number of years. We have realized that there are very few community centers and places where the public in smaller cities can watch quality entertainment," shares the Oscar-winning filmmaker with Images.

"Dekh Magar Pyaar Se is an attempt to introduce films, music, animation to a wider community. We are extremely excited about our new venture; an open call will be going out to filmmakers across Pakistan and we look forward to introducing their work to different audiences."

While it's an intriguing initiative, it's not exactly the first of its kind. So what sets it apart?

Obaid explains: "Dekh Magar Pyaar Se will travel across all provinces, starting off in Karachi in March. We're creating a route that will take the mobile cinema into communities where they have not had the opportunity to watch films of this caliber. We're encouraged by other such initiatives and hope that together we can all create a difference in society."

"We'll be doing beta testing in March and will roll out at the end of that month," she adds.