As contemporary Bollywood films face increasing challenges at the box office, producers and exhibitors are turning to a familiar strategy to revive the fortunes of the film industry: re-releases of time-tested classics and films backed by star power. The recent string of underperforming releases has prompted many to look back at the past, hoping that nostalgia and the tried-and-true magic of older hits will draw audiences back to theatres.
The shift towards re-releases is not a new phenomenon, but it has gained more traction in recent times due to the changing dynamics of film production and consumption. Many recent films, despite big budgets, star-studded casts, and high expectations, have failed to connect with audiences, resulting in disappointing box-office returns. In contrast, re-released classics, which were once box-office blockbusters, continue to captivate viewers with their timeless appeal. These films evoke a sense of nostalgia, reminding audiences of the magic that once defined Bollywood’s golden era.
For producers and exhibitors, re-releases are a strategic move to capitalize on the current market climate. Re-releasing films that have a proven track record of success not only provides a financial cushion but also rekindles the connection with long-time moviegoers, many of whom are yearning for a return to the kind of storytelling and performances that once dominated the big screen. Classics featuring iconic stars like Amitabh Bachchan, Shah Rukh Khan, and Rajesh Khanna, for instance, are still revered by fans, and their cinematic magic has the potential to fill theatres once again.
Additionally, the re-release of older films comes at a time when the movie-watching experience itself has evolved. With streaming platforms offering on-demand content, there’s a growing desire to experience films in a grand cinematic environment. Exhibitors are tapping into this by reintroducing these classics with improved remastering, enhanced visuals, and remixed soundtracks, making them more appealing to modern audiences while preserving the essence of the original.
Moreover, star power continues to play a critical role in driving audiences to theatres. While contemporary films may not always deliver on expectations, the re-release of films that feature Bollywood’s most iconic stars provides a powerful lure for moviegoers. Whether it’s the charm of a 90s romance or the grandeur of a classic action saga, these films are seen as a safe bet for audiences looking for entertainment that delivers.
Ultimately, re-releases are an attempt to reinvigorate a film industry that is struggling to maintain its allure amidst stiff competition from digital platforms and the evolving tastes of viewers. By revisiting the past, Bollywood hopes to find a formula that not only caters to nostalgic sentiments but also adapts to the changing cinematic landscape.
New Delhi, India – For Raghav Bikhchandani, a 27-year-old copy editor, the news that Gangs of Wasseypur, the critically acclaimed Indian crime epic, would return to theatres in New Delhi was too good to pass up. The 2012 film, which has since become a cultural phenomenon, was finally being shown on the big screen once again, and Bikhchandani knew it was an opportunity he couldn’t miss.
A passionate film enthusiast, Bikhchandani immediately shared the news with the film clubs and WhatsApp groups he was part of, eager to spread the word. “It felt like finally being introduced to the most memed movie in Indian pop culture,” he shared, reflecting on his excitement to experience Gangs of Wasseypur in its original, larger-than-life cinematic form. The movie’s iconic dialogue and memorable characters had long since permeated the online world, making it one of the most quoted and referenced films in contemporary Indian cinema.
The fact that Bikhchandani had missed the film’s initial theatrical release only added to his anticipation. He had discovered Hindi cinema later in life, and Gangs of Wasseypur had long been a topic of conversation among his friends. While studying abroad in Chicago, even Indian expatriates were frequently quoting the film’s famous lines, further fueling his curiosity. “When I was studying abroad in Chicago, even NRIs in my university would quote dialogues from this movie, but I had never gotten a chance to see it. So I knew I couldn’t miss this opportunity,” he said.
Determined not to miss out again, Bikhchandani embarked on a three-hour commute one August afternoon, heading to a lesser-known, seedy theatre in Subhash Nagar, a neighborhood in West Delhi. This location, though not glamorous, promised a genuine movie experience, complete with a crowd that would likely share his excitement for this cinematic return.
Originally premiering at the 2012 Cannes Film Festival, Gangs of Wasseypur became an instant sensation both in India and abroad. The film, split into two parts, is set in the fictionalized mining town of Wasseypur in eastern India, where a multi-generational feud between coal-dealing gangs forms the crux of the story. The film’s gritty realism, its sharp, witty dialogues, and its ensemble cast made it an instant classic, capturing the essence of Indian politics, crime, and familial drama with a dark, comedic edge.
With its five-hour run time, the movie tells an expansive tale of power, revenge, and survival, highlighting the raw, unflinching world of Wasseypur’s coal mafia. The film’s gritty visuals, complex characters, and ingenious storytelling helped cement Gangs of Wasseypur as one of the most memorable and influential Indian films of the past decade. Since its release, the film has achieved cult status, frequently cited as a milestone in the evolution of modern Indian cinema.
But it’s not just Gangs of Wasseypur making a comeback. Bollywood, along with regional film industries across India, is experiencing a significant surge in the re-release of iconic films that have been celebrated for decades. This trend, with films spanning back to the 1950s, has taken many by surprise. In fact, dozens of such films have hit theatres this year, a number far higher than seen in previous years, as India’s nearly $200 billion film industry attempts to revive its fortunes in the wake of a series of financial setbacks.
The resurgence of these classic films is a direct response to the challenges the industry has faced in recent years. For decades, Bollywood has been a dominant force in India, producing more films annually than Hollywood. Cinema in India has long been considered a mass medium, enjoyed by millions in theatres, where the spectacle of larger-than-life productions plays out on big screens. However, the global pandemic devastated the film industry, and the impact on Indian cinema was profound.
India, like much of the world, grappled with the two deadly COVID-19 waves in 2020 and 2021, which led to the closure of 1,500 to 2,000 theatres. Most of these were single-screen cinemas, often the heart of the filmgoing experience in smaller towns and cities. These cinemas couldn’t compete with the rise of multiplexes and corporate-driven franchises, which rapidly took over urban landscapes, particularly within the malls. The pandemic not only shuttered theatres but also disrupted the entire moviegoing ecosystem, leaving cinemas struggling to attract audiences back.
The situation has been exacerbated by the meteoric rise of online streaming and OTT platforms, which have rapidly transformed how people consume content. The convenience and affordability of streaming services have led many to stay home instead of heading to the theatres. With people accustomed to binge-watching content at their own pace, the pressure on cinemas to lure viewers back to their seats has grown considerably.
On top of these challenges, the financial pressures of filmmaking have also increased. The cost of making a full-length film, especially in Bollywood, has skyrocketed. Leading actors, mostly men, are now commanding unprecedented fees that can account for nearly half of a film’s total budget. In addition, the expenses associated with stars—such as their entourage, makeup and publicity crew, vanity vans, travel, and hotel accommodations—further strain the financial resources of producers and studios. Recently, prominent producer and director Karan Johar spoke out, commenting that star fees in Bollywood had become “not in touch with reality,” reflecting the growing concerns in the industry about escalating production costs.
In light of these challenges, re-releases of older films are seen as a strategic move to generate buzz and attract audiences back to theatres. Nostalgic classics have a built-in fanbase, and with cinema lovers eager to experience them in the grandeur of the theatre once more, re-releases offer a potential revenue stream with comparatively lower financial risks. It’s also a way for the industry to tap into the collective cultural memory of iconic films, reigniting a passion for the cinematic experience that once defined Indian entertainment.
To make matters worse, Bollywood has been grappling with a string of disappointing releases in recent years, with even major multiplex chains like PVR INOX suffering heavy losses. The combination of dwindling box office returns and rising production costs has forced these chains to think outside the box and become more creative in their offerings to attract moviegoers back to theatres.
Amid these challenging circumstances, theatre owners and filmmakers have turned to re-releases of classic films as a lifeline. Many of the films making a return to the big screen were massive hits when they first released, but some have only gained recognition and popularity over time. These films have found a new audience, with viewers eager to revisit old favorites or experience them for the first time in a cinematic setting.
PVR INOX, one of India’s largest multiplex chains, has made re-releases a key part of its strategy. Niharika Bijli, the chain’s lead strategist, shared that between April and August of this year, PVR INOX re-released a staggering 47 films. This move was in part a response to the lackluster performance of new releases, which averaged a mere 25 percent occupancy during this period. In contrast, the re-released films saw an average occupancy of 31 percent, highlighting the power of nostalgia and the appeal of these beloved movies.
For filmmakers like Anubhav Sinha, whose 2002 hit Tum Bin was brought back to theatres this year to much fanfare, nostalgia plays a crucial role in the success of re-releases. “Nostalgia has a large role to play here,” Sinha said, acknowledging that the emotional connection audiences have with these films drives them back to the theatres. Whether it’s the music, the star power, or the memories tied to these films, there’s something inherently special about revisiting these cinematic gems in the same way audiences experienced them years ago.
The re-release strategy taps into this deep emotional resonance, giving long-time fans the chance to relive their cherished memories while also introducing these films to younger audiences who may have missed them the first time around. With the success of these re-releases, it’s clear that the past holds significant power in helping Bollywood navigate through its present challenges.
“There are usually two kinds of viewers going in for the re-releases,” said filmmaker Anubhav Sinha, explaining the appeal of these films. “The first group consists of people who missed these films when they first released in theatres. Maybe they saw them on OTT or TV but never got the chance to experience them on the big screen. Now, they’re seeking that cinematic experience, that magic of watching it in a theatre. The second group is made up of those who have strong memories or nostalgia attached to a film. These viewers want to revisit the movie, relive the moments it created, and reconnect with the emotions it once stirred.”
This dual appeal of re-released films highlights the powerful role that both the movie’s cultural significance and the theatrical experience play in drawing audiences back. For some, it’s about reliving a moment in time, while for others, it’s about experiencing a classic film in a way they never had before. Either way, the re-release trend is capitalizing on both emotional connections and the desire for a shared, immersive experience.
Indian film trade analyst Taran Adarsh agrees with the growing trend of re-releases, pointing to the success of Tumbbad as a prime example of how this strategy is working. The 113-minute mythological horror film, initially released in 2018, didn’t perform well at the box office during its original run. However, after gaining a cult following and critical acclaim over the years, it was re-released in September this year and saw a significant boost in revenue. Tumbbad collected over 125 percent more revenue during its re-release opening weekend than it did back in 2018, underscoring the power of word-of-mouth publicity and nostalgia.
Adarsh emphasizes that people are willing to watch films again if there’s a buzz surrounding them and if the theatre owners and distributors know how to tap into that enthusiasm. He also highlights the ongoing appeal of Bollywood superstars like Shah Rukh Khan and Salman Khan, whose films, including classics like Karan Arjun, continue to draw audiences. Despite being in their late 50s, these iconic actors remain at the top of Bollywood’s star power, and their films are still able to reignite excitement at the box office.
Originally released in 1995, Karan Arjun is a rebirth-themed action drama directed by Rakesh Roshan. The film is set to hit theatres once again this Friday, celebrating its 30th anniversary with a brand new trailer. This re-release is another testament to the enduring charm of Bollywood’s classic films and the nostalgic pull they have on both long-time fans and new audiences.
Veteran filmmaker Shyam Benegal, a key figure in India’s art cinema movement of the 1970s, offered valuable insight into the re-release trend. Benegal explained to Al Jazeera that the decision to re-release films typically comes from the producers, who weigh the potential for revival. He shared his own experience with the restoration and re-release of his 1976 classic Manthan, which holds a significant place in Indian cinema history as the country’s first crowdfunded film. Over 500,000 farmers contributed two rupees each to help fund the film, which tells the story of their movement that led to the founding of Amul, India’s largest dairy cooperative.
Benegal noted that restoring films is a complex and time-consuming process, and it’s a decision made with long-term preservation in mind. “You only choose to restore those movies that you wish to preserve for long,” he said. For Manthan, the restoration process was a success, with the film receiving a warm response from audiences. The filmmaker also pointed out that a film’s enduring appeal isn’t just about its themes or the story it tells, but also the way it is made. The quality of the filmmaking, the style, and the craftsmanship all contribute to a film’s ability to transcend generations and remain relevant over time.
Benegal’s reflections highlight the value of preserving and re-releasing films that hold cultural and historical significance, ensuring they continue to resonate with modern audiences while honoring the legacy of classic cinema.
“A movie is very much part of your own time,” Shyam Benegal remarked, reflecting on how the passage of time can influence a film’s resonance. He noted that while a film’s theme can quickly become dated, if it continues to elicit strong reactions across different generations, it suggests that the film’s message has a timeless appeal. “If people across generations are reacting to it, then it might be that its message appealed to them,” he explained.
Benegal’s insight underscores the idea that the lasting power of a film isn’t just in its storyline or historical context, but in its ability to transcend time and speak to universal emotions and ideas. A film that resonates across generations speaks to something deeply ingrained in human experience, making it not only a product of its era but also a work that endures long after its initial release.
And it’s not just Bollywood – or Hindi cinema – that’s cashing in on nostalgia for the olden days and their movies. The trend of re-releasing classics has extended to regional cinemas across India, capturing the hearts of audiences far beyond Mumbai.
One notable example is Mahanagar, the 1963 Bengali classic by India’s most celebrated filmmaker, Satyajit Ray. The film made a triumphant return to theatres across India, garnering spirited celebrations from Ray’s fans. Ray, who was awarded an honorary Oscar in 1992 for his lifetime of acclaimed work, has long been a beacon of cinematic excellence, and his films continue to captivate audiences.
Down south, the trend is especially prominent with megastars like Rajinikanth, Kamal Haasan, Chiranjeevi, and Mohanlal seeing their popular hits make a comeback to the big screen. Rajinikanth, 73, and Kamal Haasan, 70, remain two of the most successful and beloved actors in Tamil cinema, with a massive cult following that spans generations.
Sri, a marketing professional in Chennai, shared with Al Jazeera that it was the lure of Rajinikanth that piqued her interest in these re-releases. “The first time I heard about re-releases was when Rajinikanth’s Baashha was being screened again,” she explained. Released in 1995, Baashha is a cult classic that had eluded Sri’s experience on the big screen, as she was just an infant at the time. However, driven by her older sisters’ nostalgia, she decided to join them in the theatre to relive the magic of this iconic film.
This wave of re-releases isn’t just about experiencing films again; it’s about rediscovering the cultural touchstones that shaped the cinematic landscape, bridging the past and present for both new and old generations of moviegoers.
Similarly, Haasan’s Indian (1996) and Gunaa (1991) also made their way back to theatres this year, alongside Chiranjeevi’s Indra (2002), released to mark his 69th birthday, and Mohanlal’s Manichitrathazhu (1993), a cult classic that continues to enjoy immense popularity.
Ajay Unnikrishnan, a journalist from Bengaluru, pointed out that the trend of re-releasing old classics could also be seen as a form of “cultural resistance.” He emphasized that this phenomenon has become particularly relevant given the poor performance of many recent Bollywood releases. For instance, the third sequel of Bhool Bhulaiyaa, a popular Hindi franchise, was released just weeks after the re-release of Mohanlal’s Manichitrathazhu, the original Malayalam film that Bhool Bhulaiyaa was inspired by. “I see this as a form of cultural resistance because Manichitrathazhu is the original. It is so different, had more artistic value. Bhool Bhulaiyaa appropriated it,” he said, suggesting that audiences are now opting for authentic, original films over more commercialized remakes.
Unnikrishnan also highlighted that re-releases have always been a part of southern India’s “superstar-driven” film industry. While reruns are not a new concept in the region, he noted that they are being noticed more now, primarily due to the lack of recent films with widespread popular appeal. This highlights how the current state of the film industry has brought attention to these older films, which often hold stronger artistic and cultural value.
Experts and film trade analysts agree that the resurgence of old films in theatres is not an entirely new phenomenon. Ira Bhaskar, a former professor of cinema studies at New Delhi’s Jawaharlal Nehru University, pointed out that this is essentially a repackaging of a trend that has existed for decades. “Before the era of multiplexes, films were in fact re-screened very often,” she explained. “If there was a Hindi movie coming out of Bombay [now Mumbai], it was quite common to see that film, say a year later in a smaller city or town like Varanasi.”
While trade analyst Taran Adarsh agreed with Bhaskar, he pointed out a crucial difference in today’s trend: the rise of online streaming and the shift in viewing habits, as audiences now watch films on smartphones and digital platforms rather than in cinemas on 70mm screens. This has made theatres compete more fiercely with other viewing options, forcing them to adapt by offering nostalgic reruns of beloved classics that can pull audiences back into the cinema halls.
Courtesy: Prime Video India
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