Piracy of Indian films in Pakistan is woven deeply into the country’s culture. “To crack down on pirated Indian DVDs now would be a massive undertaking. Pakistani cinema houses lost their clientele years ago. The decade of the 1980s saw the video rental business mushroom into one of the largest retail businesses in the country, employing an estimated half-a-million people. Not just that: Pakistan’s fashion and modelling industry has come to be deeply dependent on the Indian film culture.”