Written by: Mahnoor Fatima
Posted on: December 24, 2020 | 
| 中文
Moviegoers Gathering for the Screening (photo credis to Jazz)
As the second wave of COVID-19 has resulted in all forms of indoor entertainment being shut down, the people of Islamabad have decided to reintroduce an older means of entertainment to fit the new COVID-era requirements. After generating considerable buzz on social media, The Drive-in Cinema had its first official screening last weekend and will continue to function in the upcoming weekends, showcasing films at three different times in the evening. The Drive-in Cinema is currently located at F-9 Park and has a capacity for 200 cars for one screening. It is a collaboration between the telecommunication company “Jazz”, Active Media Pakistan and the Capital Development Authority.
Youlin spoke to the organizers about their involvement in the project, the way it was envisioned, and their reaction to the positive response which the Drive-In Cinema has received. Explaining the need to have such activity, Ms. Romah Michel, the Assistant Strategy Manager at Active Media said, “In the midst of the COVID-19 crisis, Active Media decided to help open more avenues of fun for the citizens of Pakistan, as a way to revive their spirits.”
The Entrance to the Cinema at F9 Park
However, the need to create new avenues for entertainment will not overshadow the importance of safety and social distancing. In an interview with Associated Press Pakistan, Islamabad’s Deputy Commissioner Hamza Shafqaat, reassured the public that Standard Operating Procedures (SOP’s) would be strictly adhered to during the screenings. “Social distancing is built-in, as cars are often parked six or more feet away from each other and proper COVID-19 protocols make it easier to have fun yet stay safe.”
On a similar note, Mr. Asif Aziz, the Chief Commercial Officer of Jazz, was very excited to be a part of this initiative, because for him it harks back to the era of the 1970’s and 1980’s, when Drive-In Cinemas were extremely popular with the public in the major cities of Pakistan, particularly Karachi. For Mr. Aziz, this opportunity combines the nostalgia for outdoor entertainment with safety precautions, and a cashless experience, as most of the purchases at the cinema can be done via a mobile phone app.
An Archival Picture of Drive-in Cinemas in Karachi in the 1980s
Firstly, those interested can buy tickets online for any of the showtimes. When they arrive at F-9 Park, their car goes through a sanitation chamber before they park at their designated spaces. There are small vendors from where moviegoers can pick up snacks and warm drinks before settling into their seats. People can order food through the EasyTicket website/application, and pay through the JazzCash App. As the film begins, moviegoers can tune into the communicated radio frequency, and watch the film in a comfortable environment with clear audio.
Snack Vendors (photo credits to Ummara Sheraz)
When speaking about choosing the films, Mr. Aziz elaborated, “The movies are selected mutually with our partners. We aim to cover all genres, ranging from children’s films and comedy, to action and thrillers, ensuring that no demographic feels left out. We are also planning to showcase local movies in support of our national film industry next week, so don’t miss out, as we’ve got plenty in store.”
So far, the organizers have been overwhelmed with the positive response. “We are very thankful to the citizens of twin cities, and our cinema was jam-packed with film lovers. The next plan is to take it to other cities and give Pakistanis a nationwide, COVID-friendly entertainment platform,” said Ms. Michel.
Day 1 of the Screening (photo credits to Ummara Sheraz)
Mr. Aziz was also equally satisfied with the positive response, noting the importance of social media in improving the quality of the viewing experience for upcoming shows. “It’s amazing how so many social blogs, platforms and channels have shared such positive reviews around it and since we just started and are improving our mechanics day by day, it will only keep getting better.” However, he too expressed optimism for bringing such an initiative to other cities. “We’ve seen the kind of momentum this has gathered in Islamabad, and the kind of positive feedback we’re seeing here is a clear indicator of it doing well nationwide. We’re already being approached by multiple potential partners to bring to other metro cities.”
For anyone in Islamabad interested in spending a safe yet exciting weekend with family or family, the Drive-in Cinema is a good opportunity to leave the house and experience watching a film on the big screen again. Tickets are still Rs.1000 for one car, despite Interior Minister Sheikh Rashid’s plan to reduce the ticket to Rs. 50. Those who wish to book tickets for a screening, can do so on their website here.
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