'Tumbbad,' 'Laila Majnu': What's the future of re-releases
The trend of re-releasing films, which began as a nostalgic trip with movies like Laila Majnu and Rockstar, seems to have turned into a full-fledged campaign for numerous movies now. With new re-releases being announced almost every other day, the question arises whether this is simply a growing trend or an overused marketing strategy. Trade analysts and industry insiders opine on this phenomenon.
The business side of re-releases
Devang Sampat, Managing Director at Cinepolis India, provided a business perspective on the re-release trend while speaking to Hindustan Times. He said, "While re-releases have contributed positively to business, new releases generally offer higher margins for theaters." "The share percentage for new releases is typically higher but the affordability of re-releases attracts more footfall and theatre business thrives on a balance between the two."
The 'overkill' of re-releases
Trade analyst Komal Nahta told Hindustan Times, "It's difficult to predict how long this will go on, but it isn't going to last for long. People will get tired of seeing old films." Varun Gupta, Founder Director at Max Marketing, echoed this sentiment, "It's a fad and not even a trend." "The reason for Tumbbad and Laila Majnu working is that very few people watched it in theatre when it originally released. It's not applicable for all films. "
A symbiotic relationship between OTT and theaters
Kamal Gianchandani, CEO of PVR INOX Pictures, views the re-release trend as a "symbiotic relationship" between streaming and theatrical business. He said, "These re-releases attained more popularity on streaming and cinema gave them a differentiated experience." "Some films will do well some will not but I don't feel there has been an overkill yet." Films like Tum Bin, Tumbbad, and Veer-Zaara are among the recent re-releases.
