Abstract
Handmade movie hoardings were made for the publicity of movies in the first five
decades of Pakistani Cinema; however, with the introduction of computers, in
1990s, these were transformed into digital art works. In accordance with the
changing technologies, publicity for cinema has also modernized, which is
inspired from the old tradition and also trying to incorporate western design
elements to generate a new visual language. These new visuals, made with the
availability of digital media, has established the significance of handmade movie
hoarding, as a powerful and vibrant visual art form. Indeed, those handmade
hoardings had an indigenous style, which is still popular in Pakistan. It is used as
a decorative element in number of restaurants and coffee shops in the big cities.
This research paper is based on the hypothesis that handmade movie hoardings or
their style of painting can be revived, as it is still a strong cultural form of SouthAsia. It also highlights the new aesthetic of graphic design in cinema publicity as
dictated by digital technology.
Ahmad Bilal. (2018) The Art of Handmade Movie Hoardings in Pakistan, Journal of the Punjab University Historical Society, Volume 31, Issue 2.
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