Media Magick

From the trailer of movies people make their mind whether to buy tickets for them or not, so the power of a good trailer cannot be neglected. Junoon-e-Ishq is one of such Pakistani films which gave audience serious doubts about the quality of content, performance quotients and strength in filmmaking; all the credit goes to the trailer of the film. Naseem Haider Shah’s Junoon-e-Ishq is one of those Pakistani films which couldn’t survive at the cinemas after 2 days of its release. The film features Adnan Khan, Mahi Khan, Amir Qureshi, Rashid Mehmood and legendary Shahid in pivotal roles. Junoon-e-Ishq is neither publicized nor promoted the way other Pakistani films have been following the path of advertising. There can be many reasons behind this; to start with limitation of budget, lack of channels’ support and the list continues. Let’s see what Junoon-e-Ishq has in store for its viewers.

Trailer: Junoon-e-Ishq

The story of Junoon-e-Ishq must have been a good idea on paper with a psychotic lover (Amir Qureshi), an arrogant-rich girl(Mahi Khan) and a modest lower middle class struggler (Adnan Khan) trying to make both ends meet. Unfortunately right from the script to execution and from performances to songs, Junoon-e-Ishq fails to deliver anything of quality. There are legit twists and turns in the film but they do not make any lasting impression because of weak storytelling, unrealistic approach, zero-logic and suffocating narrative making Junoon-e-Ishq fall flat on its face terribly.

• Sizzling item songs, bursting with human anatomy

• Baarish ka gaana in white dress (Rain song, with woman dressed and drenched in white clothes)

• Weird characters only stuffed to give comic relief, which actually do “Bhaand/Juggat” jokes

• Social class divide

• Romance between rich and poor

It’s sad to see a reputed name and leading man from 70’s, Shahid who was once a super star and guarantee of box office hits agree to do such kind of films (including Chain Aye Na and then this). Rashid Mehmood’s acting is nothing less than a torture and one cannot expect a seasoned actor like him to do a simple character with so many blunders in performance.

Adnan Khan after Shor Sharaba again delivers same kind of exhausting and fatigued performance where he neither impresses nor looks the character. Amir Qureshi is too loud and amateurishly plays the part of a psychotic lover. I wonder how can anyone cast Mahi Khan as heroin – enough said.

The most surprising thing is that Junoon-e-Ishq falls under the category of films which are made for single-screen audiences and multiplex audience usually don’t watch such films; but even single-screen audience have not embraced this film, besides all the masala which is said to be added by filmmakers just for such audiences. This in itself tells that audiences are now exposed to better quality of work and they don’t appreciate such content. It was difficult to watch Junoon-e-Ishq as most of the shows were cancelled off due to zero to little footfall on Sunday, within 2 days Junoon-e-Ishq is taken down from the cinemas. Now that’s alarming for the filmmakers, it’s about time they realize the power of content and making good films. Audience today has matured and wants to watch quality-centric cinema.

This film deserves no rating. It’s not recommended at all as it offers nothing – NOTHING.