Re-releasing classics like RRR and Rockstar: A key strategy to revitalize the Box Office?

Industry insiders are considering whether re-releasing classic films in theatres could help improve the current box office slump. Recently, Rajamouli’s hit film *RRR* and Imtiaz Ali’s *Rockstar* were re-released. Trade analyst Taran Adarsh suggested that more old successful films should be re-released to attract audiences until new films start coming in the second half of 2024. He cited classics like *DDLJ*, *Hum Aapke Hain Koun*, *Ghajini*, and *Kaho Na Pyaar Hai* as examples.

Industry opinions on re-releases

Producer Anand Pandit noted that re-releases are not new, and during the pandemic, the industry saw many premature obituaries. "A massive hit can change the narrative," he said, emphasizing the need to match content with audience expectations. Trade analyst Taran Adarsh agrees, stating that re-releases are better than having no new films. He highlighted that the period from April to June is a peak movie season, and people want to go out and watch films in theatres.

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Film trade expert and producer Girish Johar pointed out several reasons for the dry spell at the box office: the lack of new releases, audiences' familiarity with re-released films, and the ease of getting films from distributors. He believes that if theatres think classics can still attract audiences, then re-releases are worth considering.

Nostalgia and audience engagement

Producer Ramesh Taurani supports re-releasing big and established films, noting that it was common in the 80s and 90s. He believes it is a good strategy given the current poor quality of music, scripts, and films in theatres. "Re-releases should continue until a great new film comes along," he said.

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Pandit also emphasized the nostalgic value of classic films. He suggested that retrospectives of great filmmakers like Raj Kapoor, Guru Dutt, and Yash Chopra could celebrate Indian cinema and allow younger audiences to experience these classics on the big screen.

Adarsh mentioned that re-releases could benefit producers and distributors financially, especially with proper promotion and reasonable ticket prices. He believes there is an audience for classic films if they are marketed well and kept affordable.

Devang Sampath, CEO of Cinepolis, shared that they often re-release successful films in their theatres but does not see it as the ultimate solution to the box office slump. He noted that while re-releases give audiences a reason to return to theatres, the overall content cycle and new releases still play a crucial role in box office performance.