While there isn’t any formidable release on the charts for the audience in northern states of the country, PVR INOX has started a trend among different cinemas of re-releasing old Bollywood classics to attract more audience.
As things stand, the strategy is currently working for them as they are minting a lot of money with their frequent re-releases. After six years, Avinash Tiwary and Triptii Dimri’s Laila Majnu made a comeback to theaters, grossing more than it did during its initial run.
In the final week of May, the film Rockstar, starring Ranbir Kapoor and Nargis Fakhri, was re-released and grossed over Rs. 5 crores. Classic films like Jab We Met, Veer-Zara, Zindagi Na Milegi Dobara, and many more underrated classics were re-released which profited the organization a lot.
The content being shown on the big screen may also be a factor in theaters choosing to have “re-releases.” High-quality content is essential for movie buffs, and Bollywood appears to be having trouble with it right now.
While older audiences are driven by nostalgia, younger groups are particularly intrigued because these films are new to them. Advertiser interest may increase if this trend persists, particularly from categories and brands hoping to capitalize on the sentimental significance and attractiveness of these movies for a wide age range, which would be advantageous for theaters.
While new films fail to establish their dominance at the box office, these re-releases have taken the box office by storm. Only time will tell how this storm can be managed by new Bollywood films and fresh ideas that can impact the audiences.
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