Love Guru, a new Pakistani romantic comedy starring Mahira Khan and Humayun Saeed, made history this week as its trailer was showcased at New York’s Times Square — the first time a Pakistani film has ever been featured on the landmark’s giant digital screens.

The trailer launch attracted a crowd of onlookers, fans, and members of the South Asian diaspora who gathered to watch the film’s stars unveil the preview in person.

A brief ceremony was held as part of the event, with Humayun Saeed and Mahira Khan posing for photos, greeting fans, and sharing the experience live on social media.

Videos of the stars dancing to the song Aa Tenu Mauj Karawan during promotional appearances in other US cities have since gone viral, drawing further attention to the film ahead of its global release during Eidul Azha.

Directed by Nadeem Baig and penned by Wasay Chaudhry, Love Guru tells the story of a man who wins over many hearts before encountering a serious twist: a life-changing responsibility handed to him by the father of his love interest, played by veteran actor Javed Sheikh.

The movie will be released in Pakistan, the United States, and multiple other countries coinciding with Eidul Azha.