Over the last few months, movie enthusiasts in cities such as Mumbai, Pune, Hyderabad, Delhi, and Bengaluru have been flocking to theatres for a surprising trend: the re-release of classic films. This phenomenon has not only rekindled the love for the traditional cinema experience but has also contributed significantly to the resurgence in box office sales.
### A Return to Theatres
In the wake of the COVID-19 pandemic, the entertainment industry faced unprecedented challenges. With lockdowns in place, audiences turned to OTT platforms like never before, transforming home viewing into the norm. Despite the eventual reopening of theatres, a noticeable shift in viewing patterns persisted, with streaming services growing stronger. Even the releases featuring some of the biggest stars struggled to produce the box office figures reminiscent of the pre-pandemic era.
Against this backdrop, the concept of re-releasing older films in theatres began to take shape. What started as short-term film festivals or anniversary celebrations swiftly evolved into a recurring event, fueled by enthusiastic responses from nostalgia-driven movie lovers. This trend, which has now become a regular feature on the big screen, sees a weekly roster of old films drawing audiences back to theatres.
### Recent Re-Releases Driving Footfalls
The year so far has witnessed the re-release of a slew of popular films, including ‘Hum Aapke Hai Koun’, ‘Rockstar’, ‘Yeh Jawaani Hai Deewani’, ‘Kabhi Khushi Kabhie Gham’, ‘Kuch Kuch Hota Hai’, ‘Veer Zaara’, and ‘Jab We Met’, among others. Some movies have even found a more successful second life in theatres. Films like ‘Tumbbad’, ‘Rehnaa Hai Terre Dil Mein’, and ‘Laila Majnu’ managed to surpass their initial release earnings, demonstrating a unique resurgence in popularity.
### Expert Insights
Industry experts have weighed in on this trend, providing insights into the factors driving this resurgence. Ashish Saksena, COO – Cinemas, BookMyShow, shared his perspective. “The resounding response to the re-releases this year is a testament to the pure love that Indians have to watch their favourite films on the big screen, a tradition that continues to be deeply ingrained in the country’s movie-going culture,” said Saksena.
He highlighted that films like ‘Tumbbad’, ‘Rockstar’, ‘Laila Majnu’, the classic ‘Rehnaa Hai Terre Dil Mein’, and ‘Veer Zaara’ have captivated both nostalgic cinema-goers and new audiences alike. “These films, each with a unique appeal, have struck a chord across various demographics. Cities like Mumbai, Delhi-NCR, Pune, Bengaluru, and Hyderabad have seen the highest engagement, cementing their status as top markets for these re-releases. This enthusiasm extends further into cities like Kolkata, Ahmedabad, Lucknow, Nagpur, and Chandigarh,” Saksena elaborated, reflecting on the widespread excitement across the country.
Kamal Gianchandani, President of the Multiplex Association of India (MAI), echoed the sentiment. He emphasized the symbiotic relationship between streaming and theatres.
. “The success of these re-releases showcases a positive synergy between streaming platforms and theatrical showings. Tumbbad, available for 6-7 years, doing these numbers is beyond what we could have imagined a few years back,” Gianchandani remarked. He noted that factors like streaming availability, a dedicated fan base, word of mouth, and film quality have all contributed to their success. “Re-releases are a strategy we, as exhibitors, are committed to, and it is a trend here to stay,” he added.
### Tumbbad: A Case Study
The film ‘Tumbbad’, initially released in 2018, offers a compelling case study. The horror drama did not attract significant footfall during its original theatrical run. However, it gained cult status after being released on TV and OTT platforms. This positive positioning in the minds of viewers encouraged them to experience the movie on the big screen during its re-release.
Actor and producer Sohum Shah reflected on his journey with the film. “When we finished making Tumbbad in 2012, I didn’t achieve what I wanted. I felt a personal responsibility to give it my all instead of giving up, so I took another six years to perfect it. You can imagine the heartbreak when the film failed in 2018,” Shah shared.
He continued, “I knew the film did not get its due because it did not even reach its audience. In 2024, presenting it as it deserved has been deeply gratifying. The overwhelming love and joy that audiences are experiencing this time around have been unparalleled. So, more than box office revenue, my satisfaction comes from the film being experienced as we intended. It is only now that I feel ready to move on and start working on Tumbbad 2.”
### Conclusion
The resurgence of re-released films in theatres marks a notable cultural moment. It highlights the lasting appeal of traditional cinema-going and the power of nostalgia. As both cinema veterans and new audiences embrace this trend, it’s clear that the magic of the big screen continues to captivate hearts, ensuring that the cinema experience remains timeless.
