Laila Majnu, Rehna Hai Tere Dil Me, and more: Bollywood relying on re-releases to stay afloat, reasons why it is good for box office- Exclusive

Salman Khan's Maine Pyar Kiya, Madhavan, and Dia Mirza starrer Rehna Hai Tere Dil Mein, Gangs of Wasseypur 1 and 2, all released in theaters again.

Bollywood and other film industries have seen a spate of old classics and big hits re-releasing in theatres recently. And upon their re-release, some movies like Laila Majnu and Jab We Met have done even better business, bringing smiles on the producers’ faces.

Laila Majnu

It has encouraged many other producers and distributors to go for re-releases. Salman Khan's Maine Pyar Kiya, Madhavan, and Dia Mirza starrer Rehna Hai Tere Dil Mein, Gangs of Wasseypur 1 and 2, all released in theaters again.

MoneyControl spoke to film distributor Ashoke Ahuja and Khalbali Records director Devanshu about the series of re-releases and why Bollywood is relying on it off late.

We asked Ashoke Ahuja about his opinion and the reason for re-releases in Bollywood and why is it working for them. He said one of the major reasons for this is 'lack of new content due to pandemic-related production delays.'

"Low-risk option for producers, requiring minimal marketing and distribution efforts," he said over a phone conversation with us.

But Ashoke further stressed that it is beneficial for producers: "Additional revenue streams, opportunities for re-releases on streaming platforms." When asked if the re-releases will affect the new movies, he said: "Re-releases won't affect new releases, which will still get priority showtimes."

He also gave some figures of successful re-releases: Laila Majnu (₹6 cr and counting), Jab We Met, and Rockstar (both did well, making it a hat-trick for Imtiaz Ali).

Ashoke further said that re-releases are helping fill the gap in 'new content' and also getting back the loyal fan base to theaters once again. "It's interesting to see how the pandemic has led to innovative strategies in the film industry. Re-releases can help fill the gap in new content while providing additional revenue streams for producers. Imtiaz Ali's films seem to be doing particularly well in re-releases, perhaps due to their timeless appeal and loyal fan base," he added.

MoneyControl spoke with the ‘Khalbali Records’ director Devanshu Singh and asked him if re-releases were a good idea; to this he said it was a 'great move for the film industry’ and it was helping Producers.
"It is a great idea. I was there at the screening of Gangs of Wasseypur 1 and 2. You won't believe 90 percent of people who sat for 1 went for 2 also. And Abhi Laila Majnu aayi, and you saw the amount of money it minted at the box office. During its original release, it was taken off in 6 days. This is necessary because you know it is a cult film, tried and tested, and people will come for it. Distributors are also benefiting from it; producers are making some more money. Distributors are having a full screen, even if it is for one show in a day. And it is not going to affect the releases of bigger films. I believe this is starting a nice trend where we also start respecting the older films. People were saying the dialogues of Wasseypur. This trend would happen in the West, when a movie would flop in its original release, but people would mouth dialogues 20 years after the film tanked. Nobody is losing money; there is no marketing needed per say, no promotion per say," he told us.

Meanwhile, Ashoke also said various other factors like 'poor content', 'production delays' and non-performing films (with many recent releases underperforming at the box office)' are also leading to a series of re-releases.

"This has created a dearth of new releases, making re-releases an attractive option. With earnings from re-releases reaching ₹5-10 crores, it's a logical choice to revive films with."

He concluded by saying, "Re-releases offer a low-risk opportunity for producers to capitalize on existing content, filling the gap until new productions catch up."

Chiranjeevi's Indra was re-released on his birthday last month, and the movie received a positive response yet again from his die-hard fans.

But he also stressed the fact that re-releases also hold a nostalgic value, and they 'appeal to audiences who fondly remember the original release and the films that still resonate with Gen Next audiences.'

Also Read: R. Madhavan thanks fans as 'Rehnaa Hai Terre Dil Mein' returns to theaters

Upon its original release in 2018, Tripti Dimri and Avinash Tiwary starrer Laila Majnu was loved by critics, but it was a commercial failure at the box office. But the film is receiving love from the audience and has earned Rs 5.80 crores net so far.

Rehnaa Hai Terre Dil Mein, which has R Madhavan and Dia Mirza in the lead, was re-released on August 30, 2024. Within three days of its release, the movie has earned Rs 1.10 crore nett. The movie had earned only Rs 5.55 crore in its initial run.

In its initial run, Gangs of Wasseypur, Part 1 collected Rs 26.50 crore, while Part 2 earned Rs 18.50 crore.

Soon, Veer Zara, Madhuri Dixit—Anil Kapoor's Tezaab, Taal, and Pardes are going to release on the big screen.