So it came as a bit of a surprise to many observers when "Bol" earned more in ticket sales in its first week than My Name Is Khan, a 2010 Bollywood movie and the record holder until now.
"Bol" owes part of its success at the box office to the large-scale marketing orchestrated by one of the leading media conglomerates in Pakistan, but its appeal is also due to its unusually candid look at subjects that remain taboo in many sectors of Pakistan's society.
"Really looking at what are the issues, I think is essential," said Salima Hashmi, the dean of the School of Visual Arts at Lahore's Beaconhouse National University and a friend of Shoaib Mansoor, the movie's director.
"It's the only thing that makes Pakistanis go to the movies." "Bol" follows the story of a Pakistani father and his struggle to reconcile his religious conservatism with the aspirations of his daughters.
Throughout the movie tension rises between him and his eldest daughter, in particular over the treatment of his only son whose uncertain sexuality causes his father's despair and wrath.
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