Film Industry Key to Cultural Promotion: PU Vice Chancellor
LAHORE — January 15, 2026: Punjab University Vice Chancellor Professor Dr Muhammad Ali has said that the film industry plays a crucial role in promoting culture and creative expression, stressing that student-focused film festivals are essential for developing practical skills.
Key Developments
- Punjab University VC highlighted the film industry’s role in preserving and promoting culture at the Dekho Film Festival.
- Renowned filmmaker Syed Noor announced free professional and hands-on training for PU students.
- The festival received 175 student productions, reflecting growing youth engagement in filmmaking.
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He made these remarks while addressing the opening ceremony of the two-day Dekho Film Festival, jointly organized by the Punjab University Department of Film and Broadcasting and the Alhamra Arts Council. A large number of students, faculty members, and prominent figures from the film industry attended the event.
Dr. Muhammad Ali stated that film festivals provide students with valuable exposure to industry professionals and help move education beyond rote learning. He thanked veteran filmmaker Syed Noor for offering free professional training opportunities to Punjab University students and emphasized the importance of hands-on learning in creative disciplines.
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Speaking on the occasion, Syed Noor said that the younger generation has the potential to usher in a new era for Pakistan’s film industry. He encouraged students to focus on practical work and announced free hands-on training using professional-grade cameras and lenses. He added that the festival reflects a healthy learning culture by connecting emerging talent with experienced professionals.
Producer Shehzad Rafiq said the Pakistan Film Producers Association is supporting young filmmakers by providing platforms for growth, including funding for student film theses and digital distribution of creative projects. Writer Amna Mufti highlighted the importance of honesty and authenticity in storytelling and praised the initiative for promoting meaningful creative activity.
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Chairperson of the Department of Film and Broadcasting Dr. Lubna Zaheer said the festival received 175 short films, documentaries, and music videos, calling it a strong indicator of student enthusiasm and creative potential. She noted that such initiatives could play a significant role in strengthening Pakistan’s film and cinema industry.
The festival featured film screenings, musical performances, panel discussions, and seminars, and will continue today with further activities aimed at encouraging young filmmakers.
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