Amid rising political tensions and boycott campaigns in India, the Punjabi-language film Sardaar Ji 3 has shattered records in Pakistan by becoming the highest first-day grosser for any Indian film released there.
Released exclusively in overseas markets, including Pakistan, on June 27, the film raked in around Rs4.5 crore (approximately USD 500,000) on its opening day, according to industry estimates.
Despite being withheld from release in India following the April 22 Pahalgam terror attack and subsequent diplomatic strain, the latest instalment of the popular franchise drew strong crowds at Pakistani cinemas.
Beating Salman Khan’s ‘Sultan’
Sardaar Ji 3 surpassed the opening day earnings of Salman Khan’s 2016 hit Sultan, which had previously held the record for the biggest Indian film opening in Pakistan. Its success comes at a challenging time for Pakistan’s cinema sector, which has suffered from inflation, theatre closures, and a prolonged ban on Bollywood movies.
Yet the film—starring Diljit Dosanjh, Neeru Bajwa, and featuring a supernatural plot—pulled in audiences, especially in urban centres across Punjab. Public interest was likely amplified by the controversy over Hania Aamir’s casting and political backlash from India.
40% revenue loss due to India market closure
Producer Gunbir Singh Sidhu acknowledged in an interview that although the film has performed well abroad, not releasing in India has caused a revenue loss of about 40%.
“Our last film, Jatt & Juliet 3, earned 40% of its revenue from India. That market is now closed,” Sidhu said. While he backed the decision to cast Hania Aamir when relations were better, he indicated future projects would avoid similar casting choices under current circumstances.
Diljit Dosanjh explains overseas release
In an interview with BBC Asian Network, lead actor Diljit Dosanjh explained that releasing the film abroad was a collective decision to help producers recover their investment.
“The film was shot in the UK when ties between India and Pakistan were stable,” Dosanjh noted. “The producers then decided to release it overseas to cover costs.”
Strong start despite hurdles
Despite controversy, Sardaar Ji 3 became the third-largest overseas opener for a Punjabi film, after Jatt & Juliet 3 and Carry On Jatta. Industry experts, however, pointed out that those titles opened mid-week, while Sardaar Ji 3 debuted on a Friday, a day that usually draws more ticket sales.
The film’s box office success in Pakistan highlights continued demand for Punjabi cinema despite strained diplomatic ties and also illustrates the complex landscape filmmakers face when projects straddle cross-border markets.
