’Controversial’ Punjabi film beats Bollywood biggies

Amid political tensions and calls for boycott in India, Punjabi-language film Sardaar Ji 3 has achieved a record-breaking opening in Pakistan—becoming the highest first-day grosser for any Indian film released in the country.

Released on June 27 exclusively in overseas markets, including Pakistan, the film earned approximately Rs4.5 crore (USD 500,000) on its opening day, according to industry reports.

Despite not releasing in India due to heightened diplomatic strains following the April 22 Pahalgam terror attack, the third installment in the Sardaar Ji franchise has been well received in Pakistani theatres.

Surpassing Salman Khan’s ‘Sultan’
The film has surpassed the opening day collection of Salman Khan’s 2016 blockbuster Sultan, which previously held the record for the highest first-day earnings by an Indian film in Pakistan. The box office success comes against the backdrop of a shrinking cinema market in Pakistan, where inflation and a continued ban on Bollywood films had led to the closure of several theatres.

Yet Sardaar Ji 3, which also stars Neeru Bajwa and features a supernatural plotline, drew packed audiences, particularly in Punjab's urban centres. The controversy surrounding Hania Aamir’s casting and the political backlash in India appear to have contributed to heightened curiosity among Pakistani viewers.

40pc revenue loss Due to India ban
Producer Gunbir Singh Sidhu, in an interview with a private Indian news channel, acknowledged that despite the film's success overseas, the loss of the Indian market has resulted in an estimated 40 per cent dip in overall revenue.

“Our previous film Jatt & Juliet 3 earned 40 per cent of its revenue from India. That market is now closed to us,” Sidhu said, adding that while he supported the decision to cast Hania Aamir when political relations were stable, he would refrain from doing so in future projects.

Diljit Dosanjh breaks silence
Meanwhile, Dosanjh, speaking to BBC Asian Network, clarified that the decision to release the film outside India was made in consultation with producers who had invested heavily in the project.-

“The film was shot in the UK when the situation between the two countries was normal,” he said. “The producers chose to release it overseas to recover costs.”

Strong overseas start despite setbacks
Despite the controversy, Sardaar Ji 3 has become the third-highest overseas opener for a Punjabi film—behind Jatt & Juliet 3 and Carry On Jatta. However, industry analysts point out that both of those films were released mid-week, while Sardaar Ji 3 launched on a Friday, which typically garners stronger box office results.

The success of the film in Pakistan not only underscores the appetite for Indian-Punjabi cinema despite geopolitical tensions, but also highlights the complexities facing filmmakers who attempt cross-border collaborations.