The newly released Pakistani film Item has hit cinemas this week, but early reactions suggest it may struggle to stay on screens beyond its opening weekend.
Critics say the movie exemplifies a familiar pattern in Pakistani cinema over the past decade: ambitious and well-intentioned, yet hampered by a narrative style that fails to fully serve the story.
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Show times are already thinning, reflecting a local audience’s quick rejection of films that fail to engage.
One early warning sign was the trailer, which prominently features an item number.
The scene, depicting a dancer performing for leering, money-throwing men, recalls the flashy but often ineffective tactics of old Lollywood and contemporary Bollywood.
Observers question why such a spectacle was emphasized, particularly when Pakistani cinema increasingly highlights women’s empowerment without resorting to lewd displays.
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The story centers on Mahnoor (played by Aliya Ali), a lower-middle-class woman navigating a world rife with harassment.
From being catcalled while waiting for a bus to enduring invasive behavior on public transport, Mahnoor’s experiences highlight the pervasive threats women face.
Her workplace offers little relief: earning a modest Rs15,000 per month, she faces advances from a sleazy boss who tries to manipulate her by offering a salary raise and forcing her to stay late.
Critics argue that while the film attempts to address societal issues, its heavy-handed execution and reliance on spectacle undermine its message, raising questions about the effectiveness of current trends in Pakistani cinema.
