The film industry thrives on nostalgia, and it’s always heartening when cult classics or underappreciated gems get a second chance at the box office. Recent re-releases of movies like Tumbbad (2018), Laila Majnu (2018), and Sanam Teri Kasam (2016) have delighted fans who missed these films the first time around or want to relive the magic on the big screen. However, the sudden surge in weekly re-releases is turning a special phenomenon into an overused gimmick – one that Bollywood producers need to reconsider before it backfires.
Dear Bollywood Producers, Bollywood’s nostalgia game is going too far. Please STOP overdoing film re-releases!
Re-releasing movies is not a new concept. Hollywood has long adopted this strategy, often bringing back iconic films for anniversaries, such as Titanic, Avatar, and The Lord of the Rings trilogy, or for special limited engagements like The Dark Knight and Star Wars. When done selectively, re-releases create renewed interest in a film, generate fresh revenue, and introduce younger audiences to cinematic masterpieces. In Bollywood, however, the trend has picked up at an aggressive pace, with multiple films being re-released every week. What started as a novel way to celebrate Dilwale Dulhania Le Jayenge (1995) on Valentine’s Day or bring back Gadar: Ek Prem Katha (2001) before its sequel turned into an almost weekly occurrence. Now, nearly every film with a cult following or decent word-of-mouth is being thrown back into theatres, even if the demand is lukewarm at best.
While fans appreciate getting a chance to watch their favourite films on the big screen again, excessive re-releases dilute their impact. When a film like Tumbbad – a cinematic marvel that was underrated on release – returns to theatres after years, it’s a celebration. However, when multiple re-releases happen every week, the event loses its charm. It no longer feels special; instead, it becomes another routine marketing move that audiences will eventually ignore.
The Indian box office is already packed with new releases, Hollywood imports, and regional films. Adding re-releases in such high numbers creates unnecessary competition, taking screens away from fresh content. Some of these films get a scattered release across a few shows, failing to make a strong impact at the box office, while others disappear in just a few days. Theatres have limited screens, and if old films continue to occupy slots, newer films may suffer. This also affects distributors and exhibitors who may initially see value in the trend but will likely lose interest when it stops yielding significant revenue.
Not every film needs a theatrical comeback. While some films like Tumbbad genuinely deserve a second theatrical run, others do not. Streaming platforms already provide access to most of these movies, so unless there’s significant demand, a re-release often feels forced. Instead of boosting footfalls, many of these films end up playing to near-empty theatres. Nostalgia works best when it is rare and well-timed. The excitement of rewatching an old favourite on the big screen comes from the fact that it doesn’t happen often. But when re-releases become a weekly occurrence, audiences become indifferent.
Right now, studios are enthusiastic about this trend because it requires minimal investment – no production costs, just a marketing push and distribution. However, if re-releases continue to underperform, distributors and exhibitors might lose interest, eventually leading to a decline in support for even the films that truly deserve a comeback. Bollywood needs to handle this trend with caution rather than making it a factory-like process. Instead of re-releasing films constantly, studios should be more selective, limiting it to truly special occasions such as anniversaries, director retrospectives, or festival weekends. The focus should be on films that either had a significant impact or those that truly deserve a fresh run, not just any film with a cult following.
The experience of watching a film in theatres should also be enhanced. A simple re-release of an old print does not generate excitement. Instead, studios should bring back 4K remasters, extended editions, or director’s cuts to give audiences a reason to return to theatres. A well-publicized, limited release creates a better impact than constantly dumping movies back into cinemas. Special screenings, interactive Q&A sessions, or tie-ins with digital promotions could make these events more meaningful rather than just another release on the schedule.
Veteran trade analyst Taran Adarsh, in an exclusive chat with Bollywood Hungama, shared the reasons why so many films are re-releasing these days. “When films like Tumbbad or Sanam Teri Kasam work (during their re-release runs), people feel ki chalo hum bhi apni kismat aazmaate hain, so why not re-release our films? Certain films have really done well in re-release also.”
He also pointed out that there are no big films lined up for release before Eid. “For these filmmakers, the window is open,” he said. “There is no major release before Sikandar. So, you will find a lot of re-releases coming in between. Even the theatres are getting that revenue. If people want to watch a film on the big screen, let them enjoy. I don’t think there is an overdose. The market is low right now. Eid will begin the flow of films. Till then you have to fill the theatres with some shows.”
Re-releases should be a celebration, not a routine. Bringing back Tumbbad, Laila Majnu, or Sanam Teri Kasam is a fantastic idea, but if Bollywood turns this into a weekly cycle, audiences will lose interest. The magic of nostalgia is in its rarity. If Bollywood producers truly want to revive the love for past films, they must be more thoughtful in how they approach re-releases. Otherwise, what started as an exciting opportunity for forgotten films to shine again will become just another overdone, ignored trend.
Also Read: Sanam Teri Kasam producer Deepak Mukut pens emotional note after the Harshvardhan Rane, Mawra Hocane film finds its audience; says, “Filmmaking is an act of faith”
More Pages: Tumbbad Box Office Collection , Tumbbad Movie Review
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