'Laila Majnu,' 'Gangs of Wasseypur': Decoding sudden trend of re-releases
As a slew of new releases, including star-studded blockbusters, fail to impress at the box office, re-releases of older movies are surprisingly drawing audiences back to theaters. From the 2012 action thriller Gangs of Wasseypur to the romantic drama Laila Majnu, which had a disappointing run in 2018, these re-releases are proving successful. Trade experts and exhibitors believe this strategy is effective in filling seats and recouping losses.
Re-releases beneficial for exhibitors and rights holders
Trade analyst Atul Mohan told PTI, "It's beneficial for exhibitors, and whoever holds the right to the film also earns money. For instance, when Laila Majnu and Rockstar were released, they didn't do well but this generation loved these films." He added that the average occupancy for Laila Majnu was 40% across India, with some properties in Mumbai recording over 80% occupancy.
Re-releases gain traction as new releases underperform
While Stree 2 has performed well at the box office, grossing over ₹600 crore worldwide, other big-budget films like Maidaan, Bade Miyan Chote Miyan, Sarfira, and Auron Mein Kahan Dum Tha have not fared as well. Thus, to sustain business, this month alone, several films have been re-released in theaters, including romance dramas like Maine Pyar Kiya, Rehnaa Hai Terre Dil Mein, and the two-part revenge drama Gangs of Wasseypur. Up next, Tumbbad will re-release on September 13.
'Re-releases help exhibition industry engage with audience differently'
Nitin Datar, President of Cinema Owners and Exhibitors Association of India, said the response to re-released films has been generally good. "I hope this trend continues because it's helping the exhibition industry to engage with the audience differently. Exhibitors are reeling under losses as the newly-released films are not appealing to people," he told PTI. Jaipur-based senior distributor and exhibitor Raj Bansal also noted a marginal increase in business due to this trend.
Re-releases not a new trend in Bollywood
Bansal highlighted that the trend of re-releasing films is not new to Bollywood. It was quite common in the '70s, '80s, and '90s when films like Mother India, Mughal-E-Azam, Sholay, and Govinda's Aankhen returned to theaters a year after their initial release due to public demand. However, he noted that the business was at least 20-25% more during those days compared to the present.
'Re-released films help maintain audience numbers'
Ashish Kanakia, CEO of MovieMax Cinemas, said re-released films represent a different kind of investment. "They help us maintain a balance between showing new and old films, which helps keep our audience numbers steady," he told PTI. Kanakia further added, "It's about giving people the opportunity to relive the nostalgia and magic of the big screen experience. Besides, the success of re-releases shows that people still have a strong desire to experience their favorite films in theaters."
'Re-releases mainly targeted at urban centers'
Trade analyst Taran Adarsh noted the "scarcity" of new theatrical releases and said re-releasing old films is proving beneficial in urban India. "However, you can't expect every film to be a gold mine after being re-released. This is mainly targeted at urban centers. In the interiors, I don't think they will be interested in watching a repeat unless it's a Sholay, Deewar, or Amar Akbar Anthony, he told PTI.
