Experiencing the return of your favorite stars to the big screen is a completely new adventure. Singing along to iconic songs, even those you’ve heard countless times, brings a fresh wave of nostalgia. Despite knowing the ending of “Veer-Zaara,” its first and last scenes still manage to bring tears to your eyes. Theatre chains across India are currently reviving this magic by re-releasing older Bollywood classics. Traditionally, such re-releases have been reserved for special occasions, but this season has seen an evolution in this practice. Classics like “Gangs of Wasseypur,” “Veer-Zaara,” and “Rehna Hai Tere Dil Mein” are returning to theaters this week alone. Additionally, recent films such as “Tumbbad” and “Laila Majnu” have offered fans another chance to enjoy these stories, even finding a larger audience upon re-release despite mixed initial reviews. To understand this trend, we consulted industry experts and the decision-makers behind these re-releases.

Massive hits like “Dilwale Dulhania Le Jayenge” (DDLJ), “Hum Aapke Hain Koun,” “Ghajini,” and “Kaho Na Pyaar Hai” have enjoyed successful theatrical runs time and again. These beloved films maintain unparalleled popularity among fans. The re-release of older movies has not only brought a sense of nostalgia but also highlighted the shortcomings of some newer releases. Disappointing storylines and underwhelming performances have driven audiences back to the golden era of early 2000s Bollywood.

Critic and analyst Joginder Tuteja points out that Ranbir Kapoor’s “Rockstar” marked a pivotal moment for the trend of re-releases. “Rockstar’s re-release ended up grossing about six-seven crore net, a significant figure for a re-release,” he noted. Tuteja further mentioned that DDLJ is practically re-released every year on various occasions, with similar trends observed for films like “Jab We Met.” He emphasized that “Rockstar” demonstrated how a well-crafted film that might not have received its due recognition initially could find success in subsequent releases.

Following “Rockstar,” numerous films have garnered enthusiastic applause from fans upon their return to theaters. Cinema chain PVR has observed an average occupancy rate of over 30% for these screenings, a notable achievement.

Mr. Ashish Kanakia, CEO of MovieMax Cinemas, which has a significant presence in Maharashtra and the North-West, described the trend as beneficial for all parties involved. “Re-releasing older favorites keeps our theaters vibrant with excitement, attracting fans who cherish experiencing these movies on the big screen again. It’s advantageous for production houses as well, allowing them to capitalize on older films without incurring the high costs associated with new productions. Most importantly, it brings joy to the audience,” he explained.

Kanakia emphasized that this isn’t just about filling the schedule; it’s a direct response to audience demand aimed at maintaining an engaging movie-going experience. The unexpected positive reception of “Laila Majnu” highlighted this point. “Laila Majnu played almost simultaneously with ‘Stree 2,’ a new release that has been hugely successful and well-received. This proves that new films can still perform well,” he said. The strategy behind re-releasing classics is to offer diverse options catering to varied tastes, creating a balanced experience that keeps audiences returning to theaters.

Joginder Tuteja echoed similar sentiments, stating that while re-releases cannot single-handedly transform the industry’s fortunes, they serve as valuable additions rather than the core business.

In recent weeks, Bollywood has seen an increase in the number of older releases due to a lull in major new releases. Mr. Sanjeev Kumar Bijli, Executive Director at PVR INOX Limited, highlighted that selecting films for re-release involves a thoughtful and strategic process considering their iconic status, cultural significance, and emotional resonance with audiences.

Despite some recent successes like “Stree 2,” “Munjya,” “Kalki 2898 AD,” and “Maharaja,” fans remain disappointed with several newer films’ subpar performances. Mr. Sanjeev explained that a film’s box office success is influenced by multiple factors beyond mere demand, such as release timing, marketing strategy, and competition from other films. Some newer films might not resonate strongly due to these factors or lack the star power that drives box office numbers.

Amit Sharma, MD of Miraj Entertainment Limited, which operates 219 screens across 67 properties in 49 cities, noted that the lingering effects of the pandemic still impact production schedules and audience habits. He stated that many production houses are catching up from pandemic-induced delays, and not all movies generate the same level of anticipation or nostalgic value as classics being re-released.

He also observed that audiences are more selective about new films they choose to watch in theaters, given the extensive options available at home via streaming services.

While there remains hope for upcoming releases, Mr. Amit Sharma believes that re-releases will likely continue dominating the box office until production fully ramps up and new films with broad appeal are released.

Cover artwork by Patrick Gawande/Mashable India