'Laila Majnu,' 'Rockstar': Are re-releases saving Bollywood
The recent re-release of classic films like Laila Majnu, Rockstar, and Hum Aapke Hain Koun..! in theaters has sparked a trend driven by nostalgia and affordable ticket prices. This phenomenon allows new generations to enjoy iconic films on the big screen, while also offering long-time fans an opportunity to relive cherished memories. And, these old releases have also helped revive Bollywood suffering from low-performing A-listers' led movies like Bade Miyan Chote Miyan and Adipurush.
'Laila Majnu's re-release surpassed original box office collection
The 2018 film Laila Majnu, starring Avinash Tiwary and Triptii Dimri, was recently re-released in theaters. It garnered a better response compared to its original release, earning ₹2.85 crore in just four days. This figure is expected to surpass the film's lifetime collection of ₹3.2 crore from its initial release by the end of the week.
The trend of re-releasing old films
The re-release of Laila Majnu is not an isolated case. Sooraj Barjatya's 1994 blockbuster Hum Aapke Hain Koun..! also returned to theaters this week to celebrate its 30th anniversary. Other films like Rockstar, Zindagi Na Milegi Dobara, and Jab We Met have been re-released in recent months. This trend was kickstarted in 2022 when the Film Heritage Foundation and PVR collaborated to bring back 11 of Amitabh Bachchan's blockbuster films on his 80th birthday.
Nostalgia and cinematic experience drive re-releases
Devang Sampat, Managing Director of Cinepolis India, spoke to ToI and attributed the success of re-releases to audience nostalgia and the desire for a cinematic experience of beloved classics. He cited positive responses for films like Rockstar and Zindagi Na Milegi Dobara at the start of the year, and more recently, Laila Majnu and Hum Aapke Hain Koun..!. Sampat views this trend positively as it allows new generations to experience iconic films on the big screen.
Affordable ticket prices attract audiences
The low ticket pricing for most re-released films, ranging from ₹99 to ₹150, is another factor attracting audiences to theaters. Most re-releases target Cinema Lovers Days and get discounted launches. This affordability allows even college students with limited means to enjoy the magic of movies on the big screen.
Re-releases offer unique theater experience
Screenwriter Abha Jaiprakash expressed her love for the trend of old films being re-released in theaters. She emphasized that streaming platforms and YouTube could never replicate the unique experience of watching a film in a theater. Jaiprakash described it as being in a dark room and reliving the experience and nostalgia of the first time while viewing the film.
Re-release trend 'indicates a muted supply of new releases'
When asked if the re-release trend implies audience dissatisfaction with new releases, Sampat stated, "While the re-release trend also indicates a muted supply of new releases (especially in the first half of the year), it does highlight the enduring appeal of classic cinema." "Audiences appreciate the assurance of a familiar and beloved story, which can be particularly comforting in uncertain times."
