The rise and fall of Karachi’s iconic Rainbow Center

In the heart of Karachi lies a relic of the past: Rainbow Center. Once the bustling epicenter of video cassette culture in the 1980s and 1990s, it was the go-to hub for movie enthusiasts, housing everything from Hollywood and Bollywood blockbusters to Lollywood hits and Pakistani stage dramas. Today, however, the center stands as a shadow of its former glory, its vibrancy replaced by a quiet acceptance of changing times and technology.

The golden era

"When VCRs became popular, there was a demand for a dedicated market for video cassettes," said Ghulam Hussain, a businessman who has operated in Rainbow Center since 1985. "Rainbow Center's newly constructed building was chosen, and soon it became the hub for video cassette sales."

At its peak, Rainbow Center was a hive of activity, with shopkeepers struggling to meet overwhelming demand. Films were sourced from Dubai after their cinema releases, with major dealers such as Double A Video, Saba Video, Al-Mansoor Video, Time Video, and Al-Raeesi Video purchasing rights and distributing them in Pakistan. English, Indian, and Pakistani films alike found their way to eager audiences through the center.

Cultural significance

The release of a major film was a spectacle in itself. Posters were printed and distributed across the city days in advance, building anticipation among customers. "Shopkeepers would rush to secure copies of the latest releases to rent them out in their local areas. The buzz was electric," Hussain said.

"Dealers would run 400 to 500 VCRs continuously to copy the film, yet the demand often exceeded supply," he explained. "When dealers couldn't meet the demand, they would sell sub-dealerships and agree on profit-sharing arrangements."

The profits were staggering. A single shopkeeper could earn between 50,000 and 70,000 rupees daily (approximately $1000 at the time). The price of a video cassette on its first day of release was around 300 rupees, gradually decreasing to as low as 70 rupees within a week as demand subsided.

Rainbow Center was more than just a marketplace; it was a cultural hub. Popular Pakistani actors like Umer Sharif, Liaquat Soldier, and Shakeel Siddiqui would visit the center to gauge the reception of their films and stage dramas. Even some Indian actors made their way to Rainbow Center, drawn by its fame.

The center's significance was evident in its real estate value. By 1995, a shop in Rainbow Center cost between 5 to 7 million rupees, far exceeding the value of plots in Karachi's upscale areas, which were priced at 500,000 to 700,000 rupees. "This was the golden era of Rainbow Center," Hussain remarked.

Digital disruption

The turn of the millennium brought rapid technological advancements that disrupted the video cassette business. CDs and DVDs replaced VHS tapes, and eventually, streaming platforms and high-speed internet rendered physical media obsolete.

Muhammad Afzal Kayani, a businessman who has spent four decades in Rainbow Center, described the decline. "Back then, people would ask about upcoming movie releases months in advance. Now, earning even 3,000 rupees in a day is a big deal," he said. "During the golden era, daily earnings ranged from 50,000 to 60,000 rupees. But as the demand for video cassettes and CDs vanished, so did the center's charm."

Today, only seven or eight shops out of the original 400 remain in Rainbow Center, and their focus has shifted to niche services like digitizing old VHS tapes. Most of the other shops have been replaced by businesses selling garments, dry fruits, or even kites.

Adapting to survive

While many left the market, some individuals adapted to the changing landscape. "I evolved my business with technology," said Adnan, a longtime businessman at Rainbow Center who declined to give his last name. "From video cassettes, I moved to CDs and DVDs, then to computer software, mobile accessories, and now gaming. Gaming has great potential and is hugely popular among the younger generation."

Despite its decline, Rainbow Center remains alive in the memories of those who experienced its heyday. It stands as a testament to a time when the joy of movies brought people together, creating a sense of community that is rare in today's digital age. While its vibrant days may be a thing of the past, its legacy endures as a symbol of Karachi's cultural evolution.