Deemak, a film inspired by true events, weaves a tale of generational trauma and jinn infestation to explore how invisible forces haunt families and test their bonds across time. Its theatrical release in Pakistan opened to record-breaking box office numbers, quickly positioning it as the highest-grossing Pakistani horror film to date and one of the most commercially successful horror titles in the region this year.
Now, this tale rooted in South Asian folklore, presented with global cinematic finesse and blending raw human emotion with supernatural terror is all set to hit cinemas worldwide, including the UK, Europe, US and Canada on 17 October and the Gulf region on October 23. It brings together an ensemble cast of Sonya Hussyn, Samina Peerzada, Faysal Quraishi, Javed Sheikh, Bushra Ansari and Saman Ansari under the direction of Rafay Rashdi.
“Deemak has set a new benchmark for Pakistani cinema,” Sonya Hussyn, who plays the character of Hiba, said during a recent tour of London.
The role marked many firsts for the actress, as her debut horror feature in which she is required to seamless switch to being possessed by supernatural forces and also the first time that she portrays a mother on screen.
“I have done so many characters that are based on mental disorder, psychedelic characters, but the role of a possessed character proved very different, challenging and fun,” she shared.
“The best part is that this movie is based on a true story. So, I think that is one of the reasons it’s proved so relatable with audiences,” said Hussyn, popular for her roles in Pakistani drama series such as Mere Hamrahi and Marasim.
She has a host of films lined up, including one in which she plays a footballer from the Pakistani city of Chitral. Meanwhile, Hussyn is confident that Deemak is set to mark a new chapter in the international recognition of Pakistani cinema, which has often lagged behind its more popular drama industry.
Earning approximately $620,000 at the domestic box office, an unprecedented achievement for the genre, the film continues to play in select cinemas in Pakistan in the lead up to its international release. It has already cemented its place in history as the first home-grown horror film to reach such earnings, outperforming Hollywood, Bollywood, and other regional horror titles in Pakistan.
“This is a defining moment for Pakistani cinema,” said director Rafay Rashdi.
“Deemak has not only broken records at home but also proven that local stories have the power to surpass Hollywood and Bollywood titles in our market. We are excited to now bring this story to international audiences who, we believe, will connect with its emotional and cultural depth as much as its scares,” he said.
Executive Producer Syed Murad Ali views Deemak, which translates as termites, as more than a horror film.
“It is a cultural export. Its reception in Pakistan and recognition on the global festival stage are proof of its universal resonance. We look forward to audiences around the world experiencing what has become a landmark achievement for our industry,” said Ali.
The producer, who has backed many romantic and comedy projects, said his own love for the horror genre and watching movies from other countries doing so well in Pakistan drew him towards Deemak.
“Why not bring something that highlights our internal culture, our internal stories, and we have tons of them. When we were young, they used to talk to us about all sorts of stories about possessions and horrors, and then we would grow up with them,” he recalls.
“Then you know that sort of encompasses the mental trauma and the generational trauma that accompanies these stories. So, if we could bring out a story that sort of highlights our internal culture as well as touches the horror supernatural genre, it would be a perfect blend of storytelling. And I think that formula worked, and that’s why the movie did very well in Pakistan; and has such a huge demand for it to go abroad, for the diaspora, which is spread out internationally. So, this is us saying, here we are: come watch it,” said Ali, in his appeal to global audiences.
And, for those not naturally drawn to the supernatural and less keen on horror films, the producer highlights that though the film belongs to that genre, it also conveys a wider message.
“When you watch the entire movie, you will walk away with a message that negative energy can manifest in many ways and it can cause lots of problems, sometimes even leading to supernatural imitations. If you think about it in a very big picture perspective, that’s what it sort of portrays,” he explains.
As a producer, Syed Murad Ali is also proud that the film has not compromised on quality in any way, a major factor behind its global appeal.
“Pakistani cinema viewers demand quality. They have been spoilt watching Netflix productions, so they don’t want to see second grade productions. They want things done properly, elegantly… and we did that with Deemak. We did not compromise on quality at all. We produced a world-class product that everybody appreciated and that’s why it did very well,” said Ali.
The huge success of the film has already triggered an audience demand for a sequel, something that the team does not dismiss.
“That’s the demand. People are asking: when is Deemak 2 coming out? So, let’s see what happens,” teased Ali.
Meanwhile, Deemak will open in cinemas across the UK on 17 October.