When India conducted an air strike in Pakistani territory, Pakistan didn't just retaliate with force: it also banned Indian film and television. It's an easy punishment, but may just hit the wrong target, as the BBC's Ilyas Khan and Shumaila Jaffrey report.
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India and Pakistan have been at loggerheads since 1947, but their shared love of Bollywood has somehow survived through Partition and beyond.
Despite this, Bollywood has all too often found itself the easy target of governments hoping to make a point - most recently following the deadly attack by militants on Indian soldiers in Indian-administered Kashmir, which ended with India launching air strikes against what it said was a militant camp in Pakistan late last month, and Pakistan downing an Indian fighter jet.
A case of survival
Pakistan's Association of Film Exhibitors said that they were banning the release of Bollywood films and in March, Pakistan's top court went a step further and ruled that no Indian content could be broadcast on local television either. The ban applies to Indian adverts, soap operas and films.
'Who would want to watch Indian content when India is intruding [into] the country's boundaries?' the Supreme Court judge demanded as he imposed the ban.
Student Aqsa Khan, 24, wholeheartedly agrees.
'They are imposing war on us, how can we let their movies and dramas get released in Pakistan?' she asked.
But exactly who the ban will really punish is yet to be seen.
For a substantial number of Pakistanis, the pleasure of engaging with Indian entertainment would trump the patriotism of supporting a ban on it.
'I grew up watching Shah Rukh Khan, Aamir Khan and Salman Khan,' said Ali Shiwari, an avid cinemagoer who was so inspired by Indian cinema he decided to study film.
'It will take time to find someone like them in the Pakistani industry.'
Perhaps more importantly, however, taking it out of the equation could result in economic consequences - for Pakistanis.
'The Indian film industry is crucial for sustaining the Pakistani box office,' Rafay Mahmood, a film journalist, points out.
There are around 120 movie theatres in the country, he explained, and the average shelf life of a good film is about two weeks. By his estimate, Pakistani cinemas need to show at least 26 new films a year to stay in business.
But Pakistan's own film industry has only been producing 12 to 15 annually. And, Mr Mahmood notes, these did not attract a large audience.
In fact, some 70% of the Pakistani movie industry's revenue is earned through Indian films, according to entertainment journalist Hassan Zaidi.
'This ban is just not sustainable,' he said. 'The film industry here cannot survive without Bollywood.'