Is Bollywood Re-Releasing Old Movies In The Absence of Good Films?

Aishwarya Rai's 'Taal' turns 25 and is all set to hit the screens once again. Meanwhile, Shahrukh Khan's Veera Zara continues to draw a full house and made 100 crores in the first week of its re-release. One may have jumped into a time capsule and gone back in time, as familiar hits and titles return to the screens. Well, it still is 2024, but the viewers seem to have abandoned the theatrical experience for the small screen, in this case streaming services, and watching films from the comfort of their homes. The lackluster box-office performance of recent hits has led producers and exhibitors to recourse to the tried and tested strategy of re-releasing old films in theatres.

Salman Khan's Hum Aap Ke Hain Kaun, Shahrukh Khan's Jawaan, Rehna Hai Tere Dil Mein, Tum Bin, and Rockstar are just some of the films which have made their way back to the screens.

Adding to the mood, and leading lady Tripti Dimri's current popularity, filmmaker Imtiaz Ali even re-released his 2018 Laila Majnu, which had no viewers and takers when it was released. The gamble paid off, the film did four times the business and had audiences going back to the screens, and embracing Tripti Dimri and Avinash Tewary, six years after their debut, which had gone unnoticed.

But, it seems recreating the glory of the wonder years of Bollywood, and the onslaught of re-releases is the classic case of too much of anything is good for nothing.

Film Critic Joginder Tuteja minces no words when he says it is an overkill." It is the classic case of a herd mentality where everyone has jumped onto a trend and becomes part of a bandwagon, in this case, the re-releases. Rockstar was one of the first to re-release, and then we got several films which were huge successes back in the day, like Tumbadd etc. I understand when you bring back movies which didn't do well on release but have achieved cult status over time. But, if you go back to bringing back those films which were anyway huge hits of their time, and are now available across satellites and networks, why would anyone go back to theatres to rewatch them, when you can easily do so at home? Yes, there are films like 'Sholay', and 'Dilwale Dulhaniya Le Jayeenge', which are brought back to celebrate a milestone and recreate nostalgia, which makes sense. But if you think all films which were huge hits, are once again brought back and given prime time slots, and get audiences in, it won't work. There has been a roster of re -releases, which have all got lost in the crowd. If they don't restrict this anymore, viewing fatigue is bound to set in."

In this melee of revisiting old films, actors Dhvvani Bhansali and Aashim Gulati brought their brand-new film the romantic comedy "Kahan Shuru Kahan Khatam" to the screens.

"It's grim times for all. Art reflects life and most of the content is dark, and people want an escape from reality. Whenever something light and breezy is out, where people get a break and even get entertained are being lapped up. Zindagi Na Milegi Dobara is drawing people to theaters because the movie also instills hope," says Aashim Gulati

Even though Kahan Shuru Kahan Khatam which was accompanied by Sidhant Chatruvedi's Yudhra, showcasing the actor in a newly minted action avatar, didn't send the cash registers ringing. According to some, the re-releases are also a strategy to keep the screens alive.

" There are several films which were considered flops that became huge hits on OTT, and the audience is keen to watch those films. But having said that it is the shortage of new and good content which is drawing crowds to watch these old films. Their performances are way better than that of the current crop." says a trade analyst.

Rajkummar Rao and Shraddha Kapoor's Stree 2 continues to hold sway at theatres, with no competition until October when Alia Bhatt's Jigra hits screens, followed by Singham Again and Bhool Bhuliyan.

Exhibitors who have been facing a current slump in footfalls with the current releases failing to generate excitement agree. What started as something new unusual, especially for a generation who had heard of these films, but not experienced their magic on screen. The initial draw and excitement have now petered out. Few are coming just to reminisce about old times, but for the rest, there is nothing to it, especially when these films are available in the pa, of your hand on some platform, why would you want to shell out money to watch what you can for free", says an exhibitor.

Joginder Tuteja further adds," Some films like Tumbbad were cleverly rereleased with a strong promotional and marketing strategy, it seemed like a new film in itself. But, if every week you are bringing back to the three films and giving them four shows, without the general public even knowing about them, then they are getting lost."

A screenwriter says this is also time for the industry to recalibrate and understand what works and what does not. "We are great ones for adhering to formulas. If one action film works we do a dozen of those. There is an overkill of action as of now. A romantic comedy will do well, you suddenly will have a spate of those. What we need are unique and entertaining stories."

In the meantime, filmmaker Aamir Khan's decision to not sell the digital rights of his films to streaming platforms has been welcomed. According to sources the actor does not want to pre-sell the rights of his films to OTT and keep the release exclusive to theatres for at least three months. After assessing the audience's reaction, he decided to take it to streaming.

However, the industry is hopeful that this Diwali with Ajay Devgn and Kartik Aaryan returning with popular franchises will create a box office dhamaka. But for now, it's a blast from the past, as our superstars and the audience take a cherished walk down memory lane.