2025’s Biggest Winners and Losers in Pakistani Cinema

News Desk 

Islamabad: The year 2025 proved to be a testing ground for Pakistan’s film industry, as local productions struggled to draw audiences back to cinemas amid a continued decline in theatrical releases. 

Once, dozens of films would hit screens each year, particularly around festive periods like Eid. Today, that number has shrunk, reflecting the industry’s ongoing challenges.

During Eid-ul-Fitr 2025, six local films were released, yet most failed to leave a mark at the box office. Shaz Khan’s The Martial Artist struggled to secure screenings, while’ Qulfi’, despite featuring veteran actor Javed Sheikh, could not attract significant audiences.

Yet, amid these setbacks, a few films stood out, demonstrating the potential of strong storytelling, star power, and creative risk-taking.

Love Guru

Directed by Nadeem Baig, Love Guru emerged as the year’s biggest success.

The romantic drama, starring Humayun Saeed and Mahira Khan alongside Ramsha Khan, Momina Iqbal, and Sohai Ali Abro, opened to a box office collection of over Rs1.2 billion and went on to generate more than Rs8 billion globally. Its success underscored the enduring appeal of star-led romantic dramas in Pakistani cinema.

DeemakBreaking new ground for the horror genre, Rafi Rashdi’s Deemak, released on Eid-ul-Adha, earned over Rs2 billion. 

The film, which explored the strained relationship between a mother-in-law and daughter-in-law while weaving in supernatural elements, featured an ensemble cast including Faisal Qureshi, Javed Sheikh, Samina Peerzada, Bushra Ansari, Sonia Hussain, and Saman Ansari.

Its commercial performance marked a rare success for horror in the country’s cinema landscape.

Neelofar

The year ended on a high note with Neelofar, which continues to enjoy a successful theatrical run. The film reunited Fawad Khan and Mahira Khan on the big screen after The Legend of Maula Jatt, generating strong audience interest and signaling renewed hope for local cinema.

Welcome to PunjabWhile not a commercial hit, Shahzad Rafique’s Welcome to Punjab achieved international acclaim by winning the Best Audience Award at the Baku Film Festival in Azerbaijan.

Rooted in Pakistani culture and folklore, the film starred Adi Khan, Zara Hayat, Sajjad Hassan, Javed Sheikh, and Bushra Ansari, proving that storytelling and cultural representation can earn recognition beyond box office numbers.

Films That Fell Short

Not all releases met expectations. Films such as Qulfi, Kabir, Ishq Lahore, Lambi Judai, The Martial Artist, and Jiji struggled at the box office despite featuring experienced actors. 

Weak scripts and limited audience engagement were among the key factors behind their underperformance.

Overall, 2025 was a year of contrasts for Pakistani cinema. While commercial disappointments highlighted persistent challenges, successful films like Love Guru, Deemak, and Neelofar demonstrated the industry’s capacity for revival through compelling narratives, star-driven projects, and genre experimentation.