Pakistani pop culture truly experienced a turning point in 2022 as it broke new ground and established itself on the global stage. Its films, particularly "Maula Jatt" and "Joyland," as well as its smash hit song "Pasoori," transcended borders and demonstrated that the country had a lot of talent but lacked a vision or a platform.
Pakistani cinema, particularly its music, has successfully bridged the gap between India and Pakistan for years, whereas politics has repeatedly failed miserably. Pakistani music, entertainers, movies, and shows have been well-known in the subcontinent for quite a long time. Pakistani artists have had a more significant impact on the Indian diaspora over the past ten years, paving the way for significant cultural exchange between the two nations.
Naturally, this cultural exchange has been halted on multiple occasions by politics. One might recall the 2016 ban on Pakistani artists working in India. Despite restrictions, politics, and borders, Pakistan's cultural diaspora gained prominence in 2022. Its films made history at the box office and found a place in several international film festivals. Its artists also broke down cultural barriers and made their presence known in Hollywood.
The "Pasoori" tsunami
The online musical show Coke Studio Pakistan has been creating some of the subcontinent's most authentic and original music for years. Indian and Bangladeshi versions of Pakistani seasons have followed in their footsteps, but none have been able to match their success. However, Pasoori, a song released in February, literally put Coke Studio on the global map.
The Urdu-Punjabi song "Pasoori," sung by Pakistani singer Ali Sethi and debutant singer Shae Gill, was written by Sethi and Zulfiqar Jabbar Khan.
Sethi got the idea for Pasoori from a truck art he saw on his way from Faisalabad to Lahore. Pasoori means "difficulty or trouble."
Strangely, Sethi was already a star singer when the song was released, and he had had a few hits on previous seasons of Coke Studio. The song's initial popularity was due to Sethi's large social media following. Shae Gill, who before the release of the song was best known for singing ghazal covers on her Instagram page, was also introduced to the world through the music.
The themes of heartbreak, separation, self-acceptance, and self-expression that the lyrics discuss resonated with individuals of all ages. Pasoori truly crossed national boundaries. The song was played everywhere there was a south Asian population, from London to New York to New Delhi. According to Google Trends, it became the world's most-searched song in 2022, and its music video received over 400 million views on YouTube.
The superstar Fawad Khan is back.
Fawad Khan's "The Legend Of Maula Jatt" dominated the box office not only on home soil but also in the United Kingdom, whereas "Pasoori" dominated the charts worldwide. The film, which was an adaptation of the 1979 cult classic "Maula Jatt" and was directed by Bilal Lashari, took a while to make and even got delayed because of the pandemic.
The film was a period drama set in pre-independence Pakistan and starred prominent actor Fawad Khan in the title role. Fawad portrayed Maula Jatt, a folk hero and prizefighter who seeks vengeance on his archenemy Noori Natt (Hamza Ali Abbasi).
It was also referred to as the most expensive movie ever made in Pakistan and featured a large cast that included Mahira Khan, Hamza Ali Abbasi, and Humaima Malik. The film set a record at the Pakistani box office and brought in a sizable overseas collection, a first for the Pakistani film industry.
The film opened at No. 9 on the box office charts and grossed a record $355K internationally, the highest opening weekend for a Pakistani or Punjabi film. The UAE saw the largest overseas opening for the film, with over $515,000. In the US and Canada, the film earned $290K and $235K separately.
What more! Not just the audience but the film also fetched great reviews all across. 'The Legend of Maula Jatt' has received mostly positive reviews. Screen International's Namrata Joshi wrote in her review, "Despite its obvious flaws, the inordinate length and a protracted finale, The Legend… remains steadily absorbing and entertaining."
The Guardian's Cath Clarke wrote, " Imagine Game of Thrones crossed with Gladiator and you’ll have something like this entertainingly old-fashioned action movie with epic levels of throat slashing, spectacular scenery, and a fair bit of camp."
Fawad has also enjoyed a huge fan following in India even though he was last seen on the Indian screen in Karan Johar's 'Ae Dil Hai Mushkil way back in 2016. Owing to his huge fan following and growing interest in the film, the makers are now keen to have a limited release in India in 2023.
The delight of "Joyland"
Who would have thought that a Pakistani love story about a transgender couple would attract so much international attention? "Joyland," directed by Saim Sadiq, was exceptional because of this. It was praised for its brave storytelling and made heads turn with its sensitive portrayal of the LGBTQ community. Joyland was the first Pakistani film to premiere at the Cannes Film Festival. It was also awarded the Jury Prize and the Queer Palm prize for the best LGBTQ, queer, or feminist theme movie at the festival. Following its screening, the film received a standing ovation.
This year, the film also received praise from the Toronto International Film Festival and the Busan Film Festival. The film received praise from critics all over the world for its sensitive portrayal of gender norms, discovering sexuality, patriarchy in the subcontinent, and how society views the LGBTQ community.
After receiving approval in August for a domestic release in Pakistan, the film encountered opposition before its October release. An online campaign was launched to persuade the government to lift the ban after a number of people objected to certain scenes in the movie and referred to them as "erotic." On November 16, the movie was finally released in the United States, with some cuts. It is Pakistan's official entry for the best international film category at the Oscars in 2023, and industry experts believe that it has a good chance of winning.
The achievement of "Ms. Marvel"
Imagine a Marvel movie featuring members of the South Asian community. The "dream" was kind of realized when Marvel's web series "Ms. Marvel" premiered on Disney+. The artists and writers of Pakistani descent created the web series, which is based on the character of "Ms. Marvel." It was also the first time that Marvel attempted to enter the south Asian market, where its superhero films have been popular and made box office history for more than a decade.
Kamala Khan, a 16-year-old fan of the Avengers who struggles to fit in until she acquires her own superpowers, was the protagonist of the New York-set web series. Numerous south Asian actors appeared in the show, and actress Iman Vellani portrayed the title character.
Made by Bisha K Ali, the episodes were coordinated by Adil and Bilall and gave an exceptionally exact portrayal of the South-Asian people group in an American show. The series received praise for its sensitive portrayal of the partition, despite the majority of mixed reviews. The episode's sensitive depiction of the horrific event from history, which would later define the tense relationship between Pakistan and India, was particularly popular.
It would be unfair to assert that Pakistani artists had not been noticed by the West prior to 2022. For her work in the documentary shorts category, Sharmeen Obaid-Chinoy has won two Oscars. Even though the work of actors like Riz Ahmed and Kumail Nanjiani has received critical acclaim, the year 2022 was one in which the country's art and artists truly stood out on a global scale. It was also the year that Kamala Khan, an American citizen of south Asian descent, joined the Avengers and that an Urdu-Punjabi song made the world croon in unity, making the year truly special for the country's talent. Additionally, it was the year that an LGBTQ-themed film from a country that is fairly conservative took center stage at Cannes.
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