CEO of ARY Jerjees Seja talks about ARY Films and Dramas

Posted on Oct 9 2016 - 5:50am
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CEO of ARY Jerjees Seja talks about ARY Films and Dramas lyrics, OST title song mp3 download, cast, timings, drama review, written update (source: hipinpakistan)

In October 2011, Jerjees Seja went from being the Chief Operating Officer of ARY Digital Network to Chief Executive Officer of ARY Network. Since then, ARY Network hasn’t just lead the Pakistani Television industry, it also has had a huge hand in the revival of Pakistani films.

In fact 2013 was the year of revival with two of the biggest blockbusters of all time with the release of Mein Hoon Shahid Afridi and Waar. 2014 saw jaleibi and 3 Bahaddur, and this year, in collaboration with YNF (Yasir Nawaz Films), Wrong No starring Danish Taimoor, Sohai Ali Abroo, and Javed Sheikh, broke all records. In fact cinemas are still going house full even 40 days after its release. And of course there is the upcoming coming comedy film Jawani Phir nahi Aani on Eid-ul-Adha. The film has been termed ‘the biggest entertainer of 2015,’ and stars Humayon Saeed, Hamza Ali Abbasi, Vasay Chaudhery (also the writer of the film), Ahmed Ali Butt, Ayesha Khan, Mehwish Hyaat, and Sohai Ali Abro.

Recently, the mastermind was gracious enough to give us some time and answer a few questions about all things ARY; especially the upcoming comedy flick Jawani Phir nahi Aani.



Even before its release, JPNA has found itself in a very interesting controversy by one its own cast members, Hamza Ali Abbasi; hasn’t anyone told him that such public statements, perhaps aren’t necessary?

Sab keh chuke hain use ke bas ker do, but when he has something to say and thinks he is right, he feels he needs to share it on social media. No one can stop him and that is fine. The only reason I updated my Facebook status was because people started thinking there is vulgarity in Jawani Phir nahi Aani and I wanted everyone to know that there isn’t. It is 100% a family film. Vasay Chaudhery has never in his career written a vulgar script and everyone who watches this movie will agree that the entire movie is clean. Even that one particular shot has a narrative behind it. When you go to Bangkok and shoot a song on the beach, you will see bikini clad women there.

Will the movie have an international release also?

Yes, it will release simultaneously worldwide, however I can’t confirm which states in the US or other countries it will release in. That information has yet to come out, but soon you will find out.

Some people have commented that releasing these movies on Islamic occasions (like Eid) isn’t right. What are your thoughts on that?

Jawani Phir Nahi Ani is going to be the biggest entertainer of the year 2015. The best time to release it is actually happy occasions like Eid. If you look at Bollywood, all major releases are on Eid and/or Diwali. Even in the U.S., movies are released on particular holidays like Christmas. These are the days families are together and want to have fun.

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What is the objective of ARY Films?

We started the banner in 2013. In 2 years, we at ARY are proud to say that ARY Films has become synonymous with the label ‘made in Pakistan’ movies. As ARY Films, we decided not to distribute foreign movies and instead invest in our own movies. We wanted to be different, we wanted to create and make our own movies rather than bringing them from Hollywood and/or Bollywood. And it is working. For example, Jalebi made 7 carores even though it wasn’t a massive hit.

But Bajrangi Bhaijaan and PK were massive hits in Pakistan?

Bajrangi Bhaijan and PK are the exception, not the norm. The average movie from India will not attract people to go out and watch their movies. Pakistani movies however will do that.

We also don’t want to be associated with any particular genre which is why you will see a variety in our movies and for all ages. You have a kids’ movie like 3 Bahaddur, serious movies like Shah, comedies like Jawani Phir Nahi Aani, and romantic movies like Dobara Phir Se which will release in 2016. Cameras have started rolling for the Reham Khan and IRK Films collaboration Jaanan also, which is on Pakhtoon culture.



We are just getting started. It is InShaAllah a great time for ARY Films and Pakistani Cinema.

What is ARY’s objective regarding the drama industry and the same old roti aurat?

You see with films people will buy a 500 rupees ticket and watch a 2 hour movie with uninterrupted time dedicated only to that movie. No one is ringing the door bell, no one is disrupting you during dinner or any such thing. I can have people come to the theatre for 2 hours and watch my target vision.

With Television it is completely different. We have to pay heed to the target audience, which is still 90% housewives. There is that saying that only three things matter; zar, zan, aur zameen. Jab tak aurat sehti rahe gi, tab tak to theek hai. As soon as she starts to stand up for her rights and say something, woh buri ho jaegi and women don’t relate to that because most of them, in their own lives, can’t actually do that. Ratings go down right away. 90% of women don’t want to see women stand up for themselves because again, they can’t relate to it.

On the other hand, you never stay the same. The audience mind set will one day hopefully change. But right now it is the way it is. For example if my target audience is housewives in Hyderabad and we are showing them a super bowl advertisement, they won’t watch it because it is not familiar to them. We have to keep in mind that the same goes for dramas. Even with the growing international audience, our target audience is still that middle class housewife.

What about morning shows? Why don’t they broaden their horizon and show more than just shaadis?

We do, we actually haven’t shown a shadi for a year now because it is no longer a hit. We show everything, but people don’t watch when we try to show different things. In the summer we do shows for kids on school vacations to give parents ideas on how to keep them busy. We bring doctors on the show to talk about skin and health issues. We even discuss taboo subjects relating to child molestation and divorce, but unfortunately those type of shows don’t get ratings. At the end of the day, it is all about ratings.

Again, with time, the audience mind set will also change. But right now, as a channel I have to give them what they can relate to.

With that we ended the interview. In my honest opinion, for someone who is so accomplished and busy, I found Jerjees Seja to be extremely humble and kind. He is a man of a few words, but what he says has substance and makes one think. He has a clear vision of where ARY Digital Network is headed, and we wish him all the best.

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CEO of ARY Jerjees Seja talks about ARY Films and Dramas was last modified: October 9th, 2016 by greendecker

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