From RRR to Ghilli: Theatres bank on old films as new content dries up

RRR is being re-released in cinemas. Many old classics are played on the big screen as exhibitors struggle due to fewer new releases.

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26 Aug, 2025 12:21

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One of India's biggest blockbusters, which also won an Oscar -- RRR, is releasing in theatres again after the film's Hindi distributor, Pen Movies, announced on May 6 that the movie will hit the big screen once more on May 10.

Like RRR, audiences can find many old hits in cinemas as the new film line-up has dried up. The phrase 'Old is gold' is best suited to explain the current situation of exhibitors in India who are relying on re-reruns to bring audiences to cinemas, as they struggle with a weak pipeline of new films for the big screen.

Cinemas are banking on the magic of Shah Rukh Khan, south superstar Vijay's charisma, and Hollywood's compelling content.

Second innings

“In recent months, we've showcased old movies spanning various languages, with most receiving positive reception at the box office. However, a handful didn't quite meet expectations. Despite this, several managed to maintain solid runs, with Ghilli currently enjoying a successful third week, boasting full house shows. Its re-release nationwide has grossed over Rs 25 crore," said Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited.

Released again after 20 years, Ghilli has raked in around Rs 33 crore worldwide, making it the third-highest grossing film of 2024. It has surpassed the collections of Rajinikanth’s 2024 release Lal Salaam, according to film trade experts.

Bijli added, "The standout performers include Hollywood hits like Dune, Oppenheimer, and Titanic, alongside Hindi favorites such as Yeh Jawaani Hai Deewani, Jab We Met, Veer-Zaara, Dilwale Dulhania Le Jayenge, Mohabbatein, and Rab Ne Bana Di Jodi. Notable regional successes include Telugu films Oy!, Rebel, Happy Days, and Surya S/O Krishnan, Vaaranam Aayiram and Paiyaa in Tamil, Jackie in Kannada, and Chal Jeevi Laiye in Gujarati."

Multiplex chain Cinepolis hosted a retro film festival earlier this year with movies from the 90s including Main Khiladi Tu Anari, Khiladi, and Baazigar.

"In the next 45 days there will be some re-releases. There are many distributors who are planning to release old movies which include old classics to cult movies," said Miraj Cinemas managing director, Amit Sharma.

A quick check on BookMyShow, a platform used to book movie tickets online, shows plenty of shows of old movies. Theatres are running Puneeth Rajkumar's Anjani Putra, a 2017 Kannada film as well as 2014 release Power. Another regional old classic that is running in theatres is 1998 release Kannada language film A.

Old Hollywood content still showing in cinemas are Need for Speed (2016), Sing 2 (2021), Puss in Boots (2023), Madagascar 3 (2012), The Super Mario Bros. Movie (2023).

"12th Fail (released in 2023) has also been reinstated. Reruns can get theatre walk-ins for the sheer nostalgia. Currently, old films coming back on the big screen is stemming from the fact that there is a lack of content. Theatres can look at localising the content they are re-releasing to attract more audience. They can engage more customers with movie on-demand content with old films so that the habit of going to theatres and the recall value for cinemas remains intact," Girish Johar, a producer and film trade expert, said.

However, he added that there is no benchmark for old content in terms of box office numbers and that Ghilli is the only film that has got good numbers.

Old hits, new challenges

For popular old hits, collections are in the range of Rs 20-30 lakh with occupancy of over 50 percent during weekends, according to a Mint report.

On the other hand, Karan Taurani, senior vice-president, Elara Capital said that reruns don't drive occupancy or box office.

"They don't even account for 5 percent of the lifetime box office that a movie would have done. So, the numbers are miniscule. Sometimes, the numbers are in lakhs for smaller firms. Reruns are not a strategy which augurs well. It is a marketing tactic or promotion scheme. On an average, its (old content) overall box office contribution will be low to mid-single digit. Reruns do not come at a large scale and are in very selective markets. That limits the impact on box office and occupancy. Ticket prices come at a discounted level," he said.

Some exhibitors cite elections as the reason for the slow flow of new content while some say that the failure of recently released big films like Bade Miyan Chote Miyan starring Akshay Kumar and Tiger Shroff has discouraged filmmakers and producers which is why they are shying away from releasing new films in cinemas.

With little to new content to play in theatres, many multiplexes have had to temporarily shut down one, two or more of their screens, noted film trade analyst Komal Nahta said.