In an industry where new releases often struggle to captivate audiences, Bollywood has found an unlikely box office savior: the re-release of beloved classics. This growing trend is proving to be a boon for both theaters and moviegoers, generating steady revenue while offering fans a chance to relive their favorite films on the big screen.
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The latest example is Sanam Teri Kasam, which defied expectations by surpassing its original box office earnings within just two days of its re-release. The 2016 romantic drama, which initially earned Rs 9.1 crore during its first run, amassed a remarkable Rs 32.35 crore nett upon its return to theaters, with a global total of Rs 53 crore. This resurgence follows a similar trajectory to that of Tumbbad, a 2018 horror-fantasy film that saw its lifetime earnings triple after a highly successful re-release in 2024.
Unlike past re-releases, which often filled gaps in the release calendar, Sanam Teri Kasam returned to cinemas in a competitive environment. It faced stiff opposition from new films like Loveyapa and Badass Ravi Kumar, as well as the global re-release of Interstellar. Yet, despite the crowded slate, the film drew audiences in droves, further cementing the viability of this strategy. Other re-released films, including Yeh Jawani Hai Deewani, Zindagi Na Milegi Dobara, Veer-Zaara, and even Disney’s The Jungle Book, have also witnessed enthusiastic responses.
Film critic Fenil Seta attributes this shift in audience behavior to changes in viewing habits following the pandemic. “Before, audiences were willing to take risks on new films, even those with mixed reviews. But the lockdown disrupted that habit, especially in India, where theaters remained closed for nearly two years—far longer than in the West. Ticket prices have also risen considerably, making audiences more cautious about what they watch. Re-releases, often priced at a maximum of Rs 149, offer an attractive, low-risk alternative.”
For filmmaker Divyanshu Malhotra, nostalgia remains the driving force behind the success of re-releases. “People want to revisit films they now understand more deeply than they did upon first viewing. Watching these movies with a group of like-minded fans ensures a shared, enjoyable experience. With new films, opinions vary, but with a re-release, audiences already know what they’re getting—it’s a guaranteed hit for those who choose to attend.”
Malhotra also sees the trend as an opportunistic response to the underperformance of contemporary releases. “What began as a stopgap measure—giving theaters something to show in a post-2023 slump—has evolved into a legitimate business model. Distributors and producers have recognized the profitability of intellectual property rights, repackaging old successes for a new audience. Nostalgia sells, and with a scarcity of truly great films, it makes financial sense to capitalize on what’s already proven.”
Industry analyst Girish Johar echoes this sentiment, suggesting that a mix of industry strategy and audience preference has fueled the resurgence. “If new films were consistently drawing audiences, there would be less emphasis on re-releases. But many classic films remain available online, on YouTube, and across streaming platforms. Yet, people still opt to see them in theaters—it’s a sign that there’s a demand.”
However, Johar remains unconvinced that this trend will last indefinitely. “It’s just a phase. Moviegoing has shifted from a habitual activity to an event-driven experience. People now choose films more selectively, prioritizing spectacle and nostalgia over casual, routine viewing.”
The question remains: how long can Bollywood sustain this wave of re-releases? While some predict the trend will wane once fresh, compelling stories emerge, others argue that periodic re-releases could become a staple of the industry, much like anniversary screenings in Hollywood. For now, Bollywood’s rediscovery of its past serves as both a celebration of cinematic history and a testament to the enduring appeal of storytelling that refuses to fade with time.