New Delhi: Old is gold, but here there is an unexpected twist. A group of films that failed at the box office when they were released a few years ago found new audiences when they were released again recently and even did better than the new titles of the moment. Experts said the acclaim these films got on streaming platforms was partly responsible for their second run of luck.
For example, Laila Majnua romantic drama that had earned a paltry sum ₹2.2 crore when it was released in 2018, classifying it as a box office disaster, it has surpassed that figure when it was re-released earlier this month with collections of ₹2.65 crore at last count, according to trade experts.
So, Imtiaz Ali Rock starConsidered a partial success for its time, it has also found significant appeal after returning to theaters after 13 years this June, grossing around ₹10 crore rupees.
And from Mohanlal malayalam movie Devadoothanwhich was not considered a huge success when it hit theaters in 2000, was re-released last week and has also grossed more than ₹5 crore, a figure higher than what several new films in that language have made.
In addition to finding new audiences over the years on OTT (over the top or streaming) platforms, films have benefited from digital remastering and new sounds, in many cases.
“Very often, new films are released in too many theatres due to budget or scale considerations, which impacts profits as they get lost in the crowd,” explained Rahul Puri, CEO, Mukta Arts and Mukta A2 Cinemas. “However, re-releases are planned in a way that only a few screens and theatres are selected for maximum impact.”
Many of these films may not have been well-received by general audiences, but they have built a strong fan following in their own way, especially among children who may have been too young when they were released but have grown up with the film and its songs over the years.
“Given the weak market, where we haven’t seen any success in the last few weeks, this was an experiment to manage decent occupancy rather than no one coming in,” Puri said.
Imtiaz Ali’s Rockstar has also found significant appeal after returning to theatres after 13 years in June, grossing around ₹10 crores
Without a doubt, films like Laila Majnu and Rock star They were restricted to select properties and evening shows in major metropolises. Like the festivals showcasing retro hits by yesteryear stars like Dilip Kumar and Amitabh Bachchan that have been organised in the last two years, Puri said it was common to see these cult films being screened to packed houses when they were shown at a daytime screening.
“Platforms like OTT and television or DVDs in the past have only helped in enhancing participation and engagement with films,” said independent exhibitor Vishek Chauhan. “All of them help the end product grow rather than acting as conflicting interests, because after watching and playing the film at home, viewers are happy to get a chance to watch it in a theatre. All these channels help each other.”
Chauhan added that low ticket sales rates for re-releases, coupled with the fact that there were no new films during the period, have helped the films in question. Moreover, many of them are love stories with good music that have found appeal among the youth.
Ruban Mathiavanan, CEO of GK Cinemas in Chennai, agreed that these films were ahead of their time and many of them are now considered cult classics. “People have been waiting to see them on the big screen. OTT has only opened up the landscape for content further in that way,” said Mathiavanan.
Key findings
A number of films originally released years ago that did not perform well at the box office have been discovered by new audiences over the years on OTT.
This has translated into strong box office sales for its re-release in theaters. Films like Laila Majnu and Rock star have benefited from the trend.
These films are released in select theaters and in a few screenings aimed at niche audiences. Ticket prices remain low.
They help cinemas at a time when there are few or no new releases that attract crowds.
Television, DVDs and now OTT help drive popularity of films through home consumption, which can drive people to theaters when they are re-released.
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