There was a time when, while crossing a cinema any day one would always catch a glimpse of huge vivacious hoardings erected outside the cinema buildings. Films then, were one of the few available sources of entertainment to people and film billboards one of the cheap means of marketing available. Film billboards were painted in highly fantasized and idealized fashion; delicately depicting the folds of the costumes and contours of the body making the picture look real, life like and of course appealing. The heroine in a sultry stare, dance pose, bright clothes while the hero in a muscular depict. During the 70s, 80s, and 90s, film industry of Pakistan produced dozens of films each year that screened at jam-packed cinema halls.
Cinema has contributed in more than one way to develop a signature style in the art of the subcontinent. Painted by the unsung artists for a meager income, this remarkably unique form of disposable pop art always remained the least known and appreciated of the artworks from the subcontinent. Inspite of the sheer hard work of these painters this work earned them money nor recognition, and their talent remained hidden in the backyards of cinema houses for decades.
Owing to the eventual decline in film production, thanks to cables, torrents, and internet and digital printing coupled with increased standard of living, the art of cinema painting suffered gradual degeneration and the artists from total extinction. The people who once produced remarkable pieces of billboard art are now earning livelihood in other professions.
Through this work I have made an attempt to preserve and record this form of art in written form before it gives way to digital technology.
For complete study, please follow the link:
http://www.openthesis.org/document/view/601095_0.pdf
Cinema has contributed in more than one way to develop a signature style in the art of the subcontinent. Painted by the unsung artists for a meager income, this remarkably unique form of disposable pop art always remained the least known and appreciated of the artworks from the subcontinent. Inspite of the sheer hard work of these painters this work earned them money nor recognition, and their talent remained hidden in the backyards of cinema houses for decades.
Owing to the eventual decline in film production, thanks to cables, torrents, and internet and digital printing coupled with increased standard of living, the art of cinema painting suffered gradual degeneration and the artists from total extinction. The people who once produced remarkable pieces of billboard art are now earning livelihood in other professions.
Through this work I have made an attempt to preserve and record this form of art in written form before it gives way to digital technology.
For complete study, please follow the link:
http://www.openthesis.org/document/view/601095_0.pdf