Reboots of old hit songs aid movie marketing as new tracks fail to draw

livemint.com:

Dekha Tenu, Choli Ke Peeche and Ishq Vishk have been topping charts of late, helping prospects of the films they have been featured in, could be some reason for cheer. “Because of their familiarity, remixes and remakes pique the audience's interest faster than fresh content," Hamza Kazi, head of the music division at Dharma Cornerstone Agency, said. "The audience's attention span has reduced considerably.

If there is a familiar tune embedded within a catchy track, it might have a higher potential for virality. Due to familiarity and decreasing attention spans, it is easier and safer for labels to churn out remakes rather than original songs." DCA is the talent management agency owned by Karan Johar’s Dharma Productions and Bunty Sajdeh’s Cornerstone. A new version of Dekha Tenu, originally part of Johar’s own film Kabhi Khushi Kabhie Gham, was featured in the company’s recent release Mr & Mrs Mahi.

While some fresh and original tracks, too, have found resonance, the cultural relevance of a song through generations usually aids the music supervisor in selecting a song (for a remix or reboot), Kazi added. Strategically used remixes can be a powerful marketing tool agreed Kumar Taurani-managing director-TIPS Industries, producers of Ishq Vishk. “They leverage existing audience familiarity with beloved songs, generating instant interest and a sense of nostalgia.

This pre-existing connection with the audience gives the film a significant marketing advantage. The 90s, for instance, witnessed a phenomenal music explosion, and those songs are particularly sought-after for recreations," Taurani added. The cost of acquisition is justified when the song plays a pivotal role in the film's marketing campaign, Taurani said.