Tuesday 29 April 2014

The System’s pre-release hype creates hope and anticipation

11:31 By Lollywood Online No comments

The System cast and crew at the launching ceremony of the film’s music. PHOTOS: FILE
Film launches are essentially a media spectacle. The scale of the spectacle generally attributes how the pre-film hype is going to add to the long-term momentum of the film.
The comparatively grand music and trailer launch of the Pakistani film The System did just that; it left the people anticipating whether the film will be worth all its hype.
With a budget of sixty million, The System is slated to release in May and an Indian music producer has been hired to give the music. Interestingly, the film is a sort of a redemption case for Ghafoor Butt; the former president of the Producer’s Association, whose last filmKhamosh Raho was a complete failure. Butt had long been written off before this film; therefore, all eyes will be on him to see how he fares. The film is directed by his son Shahzad Ghafoor and stars his other son Sheraz.
Butt feels guilty that he had to go to India for the processing of the film and also because the music is an off shoot of the Bollywood music style, however, given the technological limitations back home, he had no other option. The film is currently completing its post-production in India.
“Last year, we saw the success of a film Waar this film is made in the same pattern, same technology and will be of the same caliber,” says Butt.
The film is entirely funded by Butt himself and he has intentionally avoided any outside funding.
The trailer shows the new look of actor Sheraz, who has worked relentlessly on improving his screen presence. Sheraz who will be seen in the leading role went through various training regiments to get in shape for the role of a macho man, who fights against social injustices. The film’s theme hovers on the systemic corruption which starts from various levels of society.
The rest of the cast includes Nadeem Baig, Kashaf Ali, Shafqat Cheema, Irfan Koshart, Kashaf Ali, Nayyar Ejaz, Rabia Tabassum, Saleem Shah, Saima Saleem, Mariyam Ali Hussain, and Saira. The screenplay has been written by Wajid Zuberi with additional input by Shahzad Ghafoor and Sheraz. The songwriting has been done by Indian lyricists Irfan Siddiqui and Mohit Pathak.
“We have tried to make a film that people will appreciate, and even after this we will continue to try and make good films,” says Sheraz. On working with his brother, he says that the thing that stood out was his dedication and passion for films. Besides Sheraz, the film includes a new female lead star Kashaf Ali, has an uninhibited flair about herself; Sheraz on the other hand is comparatively reserved.
“We aren’t trying to compete with other films; at this stage we just need more high quality films. It was great working with Shahzad because he has a passion for Pakistani film industry and cinema,” says Sheraz.
Film Cinema Owners Association’s president Zorraiz Lashari says that this film shows a continuity of the small gains that the film industry has received through Pakistani film. He adds that The System has all the characteristics of a potential box-office success.
The support for the film could be summed by the rare appearance of legendary actor Ejaz Durrani. For the last several years, he had curbed his public appearances. His speech was filled with nationalist rhetoric statements and advocated that Pakistani filmmakers can produce films and art comparable to international standards.


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