[International Herald Tribune]

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Referring to the demand of 3D movies, he said they rescreened the Hollywood movie ‘Avatar’ after a year, in 3D this time. He added the movie kept doing houseful business for about four months – Don 2, which is currently doing huge business on box office, has been displayed in both 2D and 3D.

It will be a win-win scenario for those investing in cinemas – especially those compatible with 3D technology – he said.

There is a need for at least 200 – ideally 500 – more cinemas to cater to the need of Pakistani market, Qureshi said. “Every city in Pakistan needs Atriums and digital modern cinemas with 3D capability because the dynamics of the business are changing,” he said.

Talking about the audience, he said, people from all classes are visiting Atrium cinemas. ‘Bol’ was put off the screen when it was doing house full business, he said, the majority of audience were women who even showed up on mid night shows. Similarly, ‘Rio’ attracted lots of families – especially those with children – to Atrium cinemas, Qureshi said.

The price for a 3D movie ticket is Rs500 and despite that people from middle-income localities show up in huge numbers, he added.

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Read the full story here: http://tribune.com.pk/story/315044/lights-camera-action-the-revival-of-the-cinema-industry-in-pakistan/