Why Bollywood stars are buying rights to their old hit films
Subscribe to enjoy similar stories.NEW DELHI: Actors long associated with iconic film roles are increasingly acquiring rights to older hits, betting that nostalgia-driven intellectual property can generate fresh value through remakes, sequels, streaming, licensing and franchise extensions in an overcrowded content market.Recently, actor Sanjay Dutt acquired the rights to his 1993 hit cthat he plans to reimagine along with Jio Studios and Aksha Kamboj’s Aspect Entertainment. In the past, stars like Shah Rukh Khan too have bought rights to older hits from original producers, reflecting a broader shift in how value is captured in the content economy.Khan has bought rights to older hits such as Kabhi Haan Kabhi Naa and One 2 Ka 4 from original producers.For producers, selling rights can provide immediate liquidity, reduce risk and monetize legacy content that may otherwise remain underexploited.
For actors with enduring brand equity, ownership offers long-term upside tied to audience recall and personal association with the film. Producers may also prefer upfront cash over investing again in restoration, OTT pitching, merchandising or fresh distribution.
At the same time, the glut of content has made monetization harder for most titles, increasing the premium on films with lasting cultural resonance.“The original producer has typically recouped their investment through box office, satellite deals, and music licensing long before an actor comes knocking. What remains is residual value, which for an older film is modest at best.
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