Bollywood’s nostalgia play: Re-releases risk losing steam

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Subscribe to enjoy similar stories. NEW DELHI : Old is gold, they say—but maybe not always? For Indian cinema, tapping into nostalgia has become the latest gamble to lure audiences back to theatres. Re-releases of beloved hits like Rockstar, Tumbbad, and Yeh Jawaani Hai Deewani have struck gold at the box office.

But as the trend gains momentum, cracks are beginning to show. For every nostalgic success, there are misfires—Satya and Kaho Naa Pyaar Hai, for instance, barely made a ripple in their recent re-runs. It raises the question: is this strategy a fleeting trend or a sustainable model? Read this | Web show sequels top streaming charts, mirror box-office trends Consider this: Rockstar earned ₹10 crore and Yeh Jawaani Hai Deewani raked in ₹15 crore during their re-releases.

In stark contrast, Kaho Naa Pyaar Hai struggled to cross ₹50 lakh in its first three days back on the big screen. Trade experts argue that the novelty of revisiting older films is wearing thin, especially among younger audiences with no emotional connection to these classics. “Excessive reliance on re-releases could dilute their novelty and audience interest," says Devang Sampat, managing director of Cinepolis India.

“For older films to resonate today, they must have an enduring fanbase, hold cultural or nostalgic value and fit current trends, for example, horror, thrillers, or feel-good romances." Sampat adds that while re-releases can lift occupancies during lean periods, they require careful curation to remain relevant. Data underscores the issue. Last year alone, Malayalam cinema saw 50 re-releases, with only one or two managing to make a mark, says independent trade analyst Sreedhar Pillai.