7 Din Mohabbat In

On 11 April 2016, Herald Entertainment, a company of the Dawn Media Group, signed a contract with Matteela Films, which also included to work on a film with the directorial duo Meenu Gaur and Farjad Nabi of Zinda Bhaag (2013) fame.[9] Written by Fasih Bari Khan, Saat Din Mohabbat In was announced by Dawn Films on 1 March 2017 as their debut production, "this moving film promises to be both a visual and musical treat for moviegoers," said an official spokesperson.[10] On 17 July, it was reported that IMGC Global Entertainment signed an agreement to co-produce the film. Distribution Club Pvt Ltd was appointed the nationwide distributors. Speaking about the film, Sanam Mehdi; the executive producer of Dawn Films said, "I believe this film will be the beginning of a new era in Pakistani cinema."[11]

Mahira Khan and Sheheryar Munawar were signed in the lead roles, and their names were revealed as the film was announced. It will be their second mutual film after Ho Mann Jahaan (2016).[12] Khan said, "I am doing a comedy film for the first time ever. I am nervous about excited as well."[13]

The cast that were initially signed in supporting roles include Amna Ilyas, Mira Sethi, Imran Aslam, Rehana Saigol, Rimal Ali, Aamir Qureshi and Adnan Shah Tipu.[11] Ilyas commented on her role that "You can also call this girl a feminist," because "she believes in equality between men and women."[14] Rimal Ali said, "I was approached for the movie by producer, Sanam Mehdi and I knew I had to do it."[15][16] Sethi signed this as her debut film, she said about her role, "I am playing a British character".[17]

On 22 August, it was announced that Javed Sheikh will also be a part of the film, on which he commented, "We need more light hearted stories like these that have the potential to entertain the audience".[18] On 31 October, it was announced that the Bulbulay fame actresses Ayesha Omer and Hina Dilpazeer too joined the cast. Dilpazeer commented on her second film with Meenu–Farjad, "I feel the audiences will love its unique storyline."[19]

After having rehearsals throughout July, the principal photography began on 1 August 2017 in Karachi,[20] while the last spell was shot in November 2017.[3] Rana Kamran has served as the cinematographer.[11]

According to the box-office report, Saat Din Mohabbat In has managed to make Rs. 5.3 crores in Pakistani theaters on the Eid weekend.[22][23] The film collected 8.05 crores in its 1st week including the next Friday.The film also collected 1.6 crores overseas in its first week.[24] It collected 1.75 crores in its 2nd week, making its total domestic gross up to 9.8 crores.[25] According to reports of 10 July, the film had already grossed 10.35 crores in Pakistan. The worldwide gross of film is 13 crores .[26]

Saat din Mohhabat In was made available for streaming on Netflix.

The film generally gathered positive reviews but some criticised it for its storyline and noted resemblance to Bollywood movies.

Shaheera Anwar from The Express Tribune gave a positive review with a rating of 3.5/5, stating ''All in all, 7DMI boasts of power-packed performances which will keep you entertained, even if you don't quite take to the script.'' She praised the film's direction, dialogues and cast, and rewarded the film with the verdict as ''If you're looking for beautiful sets, hilarious punch lines and some PG-rated comedy, 7DMI is your best bet.''[27]

Aamna Haider Isani of Something Haute described the film as ''absurd'', and noted that ''It's a suspension of all logic and senses, encouraging you to take creative control and believe in the impossible. It's also absurd enough to allow you to believe in love, magic and the unexpected.'' She appreciated the film's writing, direction and special effects, stating ''Kudos to Faisal Bari Khan for writing such an emancipated script and to Farjad and Meenu for directing it to perfection. Attention to detail and special effects in the film are commendable.''[28]

Asjad Khan of HIP praised its visual effects and wrote that "It’s very safe to say that 7DMI has utilized CGI and sound design better than any other Pakistani film". The editor also praised its screenplay and all in all praised the actors especially Mahira Khan and wrote "In a very different role Mahira Khan proves that she is a versatile actress".[29]

Amna Zaidi of Siddy Says praised the direction and wrote "The directors have made sure everything, from the Karachi backdrop, to the background music, styling of characters, dialogues, action and comedy all play in harmony with each other delivering an entertaining flick". She also praised the leading actors and complimented on Sheheryar Munawar, as "Tipu played by Sheheryar Munawar is the highlight of the film, not only does he act like a dorkey 29 year old to perfection, he looks amazing on screen" and praised Mahira Khan, writing that "Mahira is definitely on a roll and a journey to reinvent herself, and she is doing it like a boss. Her comic timing and expression show a new side of her, and you cant help fall in love with Neeli’s firecracker of a character".[30]

Aparita Bhandari of CBC Arts praised the film for its stand for female empowerment, dealing with LGBT issues and more powerful hidden elements.[31]

Mahwash Ajaz of Khaleej Times wrote that "While the film retains some pithy dialogues and lags at some points, it stays fresh and intelligent for the most part. The film may be a departure from the dark and gritty Zinda Bhaag but it is no less smart. This is perhaps what can truly wow the audience: Meenu and Farjad take care of the smallest of details, they add important messages, play on metaphors and transformations, they take the best of Pakistani stage qualities, boil down the macabre theatre and turn it into gold."[32]

Areebah Shahid from Bolo Jawan gave the film 2.5 out of 5 stars. While the reviewer praised the film saying that it "wonderfully captures Karachi. It embraces both its wondrous lights and its heaps of garbage; its Urdu speaking residents and its Punjabi settlers; its feminist sub-culture and its drama queens", but criticised it stating that, "7 Din Mohabbat In is strictly a one-time watch that is unlikely to appeal to maturer audiences. Watch only because it is the better of the three options this Eid and because Pakistani cinema needs your support."[33]

Another review was given by Khusro Mumtaz from The News International, who wrote ''By the end, the movie limps across the finish line in a completely predictable fashion.''[34]

Dawn's staff writer Anum Rehman Chagani gave 4 out of 5 stars, praising the direction and visual effects, and said ''7DMI wouldn't have been bearable if it wasn't so darn visually appealing.'' She feels that few scenes were inspired by other movies, and wrote ''While Fasih Bari Khan is an intelligent writer, no doubt about it, the movie's story was a let-down.'' She praised the performances, specially from Mahira Khan ''With every role she takes on, it's becoming evident she's on a mission to reinvent herself, step out of her comfort zone and grow as an actor.''[35]