Shah Rukh Khan, Rani Mukerji & Karan Johar CELEBRATE 25 Years Of Kuch Kuch Hota Hai
The film ended its theatrical run of Rs 3.20 crore when it first released in 2018. Now, six years later during its re-release, the film minted Rs 2.85 crore in just 4 days, and by the end of the week, it will cross the lifetime collection of its original release.The renewed interest is a testament to the film’s growing popularity over time, with audiences now appreciating it more than they did during its initial release. The film will be playing in cinemas till the release of three major films Stree 2, Vedaa and Khel Khel Mein on the Independence Day weekend, thus giving more room to rake in some moolah.
Not an isolated case
Laila Majnu is not a solo case of old films releasing in cinema halls. This week also saw Sooraj Barjatiya’s 1994 blockbuster Hum Aapke Hain Koun..! returning to cinema halls as it celebrates its 30th anniversary. And over the past few months, one has seen the release of films like Rockstar, Zindagi Na Milegi Dobara , Jab We Met and many more.
For some time now, older films are being re-released in cinema halls in a major way. Experts claim that the one thing that kick started this trend was back in 2022, when Film Heritage Foundation and PVR joined hands on the occasion of Amitabh Bachchan’s 80’s birthday and brought back 11 of his blockbuster films like Deewar, Don, Amar Akbar Anthony etc. These were screened in 17 cities across the country, and each of them received a thundering response. Talking about the initiative, Mr Bachchan said, “I didn’t think that I would see a day that all these films from my early career would be back on the big screen across the country. It is a remarkable initiative of Film Heritage Foundation and PVR to showcase not just my work, but the work of my directors, fellow actors and technicians of the time who made these films possible. It brings back an era that is gone, but not forgotten. This is why saving India’s film heritage is so important. I hope that this is just the beginning of many festivals that will celebrate landmark films of Indian cinema back on the big screen.”
Film Heritage then took its journey forward with Dev Anand, and on his 100th Birth Anniversary, some of his films which were restored like C.I.D, Guide, Jewel Thief and Johny Mera Naam were also released and received good response from cinegoers.
Selling like hot cakes
When Shah Rukh Khan, Kajol and Rani Mukerji starrer Kuch Kuch Hota Hai completed 25 years last year, the film was released for a limited period in cinema halls, and its tickets were sold out in no time. SRK, Rani and Karan Johar even visited theatres to interact with the fans on this special occasion.
A case of nostalgia or something more?
All said and done, what is driving the audience in big numbers to the cinema to watch films which are readily available on OTT today? Answering the question, Devang Sampat- Managing Director of Cinepolis India said, “ The re-release of older films is driven by audience nostalgia and the desire for a cinematic experience of beloved classics.” Giving an example of Cinepolis India, Devang said that they have received positive response for films like Rockstar, Zindagi Na Milegi Dobara at the start of the year, and now it has been Laila Majnu and Hum Aapke Hain Koun..!. Adding more, he mentioned, “We view this trend positively, as it allows a new generation to experience iconic films on the big screen and provides long-time fans with an opportunity to relive cherished memories.”
PS Ramnathan of Rajshri films opened up about the release of Hum Aapke Hain Koun..! last week. He said, “The film was re-released on the occasion of its 30th anniversary, and the response has been very good.” The film was released on 50 screens between Cinepolis and PVR. He also stated that the film will be out of cinemas by 15th August, and they are planning to release it again on 23rd or 30th August in other centers which were not part of the first run. Trying to dissect the reason behind the good response the film generated, Ramnathan said , “ HAHK is a very entertaining film, and people want just that on the big screen.” He also added that the decision to release the film on its 30th anniversary was taken just two days before the release.
Economical affair
Another aspect that is helping in luring the audience to cinema halls is the low ticket pricing. For most of these re-released films, the tickets have been priced from Rs 99 to Rs 150, which enables even a college student with limited means to come and enjoy the magic of movies.
Screenwriter Abha Jaiprakash is loving the trend of old films being re-released in cinema halls. Talking about her experience she says, “A lot of old movies that I saw earlier, I’m watching them for the first time in the theatre.” Adding more she said, “Streaming and YouTube will never give me the same experience I have, when I watch it in the theatre. It’s about being in the dark room and re-living the experience and the nostalgia of the first time while viewing the film.”
Another cinegoer Abhijit Mhamunkar saw both Hum Aapke Hain Koun..! and Laila Majnu in the cinema hall last week. Stating his reasons he said, “First was the nostalgia factor, I must have been a teenager when I saw HAHK, and it was a memorable cinema hall experience. The film is credited to get the family audiences back to cinemas. Also, during the songs of HAHK, that glittering light used to get played around the screen, and I would find that bothersome, at least that is gone now. Also, there have been about two generations of youngsters who have not seen the film, and when I went, there were many who had come with their kids. Probably the parents saw it as a kid and today they have got their children to see the film.”
“I saw Laila Majnu on Monday, and half the auditorium was full for an afternoon show. When it was originally released the film had a very short release with minimal promotion, ” added Abhijit.
Enduring appeal
Does the picking up of the trend in any way imply that the audience is not happy with the new releases? Devang Sampat stated, “While the re-release trend also indicates a muted supply of new releases (especially in the first half of the year), it does highlight the enduring appeal of classic cinema. Audiences appreciate the assurance of a familiar and beloved story, which can be particularly comforting in uncertain times.”
On a parting note Abha said , “The community experience of watching a film on the big screen is something else. It’s about the shared experience, like laughing and crying at the same time over any given scene. You’re dedicated to reaching the theatre before time, and you’re bound in that dark room for those many hours. I put my phone away for those many hours. No distractions. It’s about the shared experience like laughing and crying at the same time, over any given scene.”