Will Na Maloom Afraad 2 have an unfair advantage at the box office this weekend?
Eid attracts filmmakers like moths to a flame; producers vie to draw audiences to their films during the lucrative holiday and this year is no different.
While Pakistanis were spoiled for choice on Eid ul Azha last year, this year cinema-goers get to choose between only two local films: Punjab Nahi Jaungi and Na Maloom Afraad 2.
Punjab Nahi Jaungi, which stars Humayun Saeed, Mehwish Hayat and Urwa Hocane in lead roles, is a romantic comedy that revolves around a love triangle and more. Na Maloom Afraad 2 is a slapstick comedy starring Fahad Mustafa, Javed Sheikh, Mohsin Abbas Haider, Hania Amir and Urwa Hocane.
There's no denying that both films feature the industry's heavyweights and are crowd-pullers, but which film will people flock to most... or is that choice even in the public's hands?
A look at Cinepax's Eid schedule and onward reveals that NMA2 will feature on more screens than PNJ on opening day. Although Mohsin Yaseen of Cinepax refused to comment on the disparity between the allocation of the two films, he did say that "Cinepax's show timings are based on the duration and length of the film, as well as the public demand and box office numbers."
"Eid clashes generally depend on the film, if the film is a hit it'll do well, otherwise it won't," he said.
He clarified that the current show timings are tentative and the number of screens distributed among each may see a shift in the future according to public demand.