Rekindling a teenage crush on young SRK, Maddy, and other Bollywood actors was not on our 2024 bingo card, right? Watching our favourite Bollywood movies on the big screen again was a dream until the re-release trend started. From Gangs of Wasseypur and Veer-Zaara to Kal Ho Naa Ho, Kaho Naa… Pyaar Hai and Karan Arjun, theatres are witnessing back-to-back houseful shows. The new trend has not only made the old-school millennials happy but reached the hearts of Gen Z alike. Every week goes by in anticipation of the re-release of another comfort movie rather than waiting for a fresh one. But do you know why Bollywood is re-releasing old movies all of a sudden?

Related: 20 Years Of Veer-Zaara And Aitraaz: How These Cult Classics Survived A Mega Box Office Clash

Sipping on a cup of nostalgia

It’s no secret that movie-goers were missing the old Bollywood charm. And production houses decided to use this to their advantage. Bollywood has been selling love and entertainment packed in dramatic, grand movies for years now. Most of those films are still consumed by everyone with the same excitement. Even though we have evolved, we keep coming back to the classics. Additionally, people are counting on these old Bollywood movies to restore their faith in love. In today’s casual dating era, everyone yearns to share a Kajol-SRK or Shahid-Kareena bond with somebody. However, there’s more to the story of Bollywood re-releases.

Uncovering the other truth

Re-releasing movies that have garnered nostalgic charm is good for business. Some of these movies including Rehnaa Hai Terre Dil Mein and Laila Majnu flopped upon their initial release. However, they have finally passed the audience’s vibe check and are raking in numbers and love. As actor Dia Mirza said in a recent Instagram live with her RHTDM co-star Madhavan, “People didn’t go to the theatres to watch it back then.”

Laila Majnu, starring Avinash Tiwary and Triptii Dimri, made ₹2.18 crore during its 2018 run. The revenue increased to ₹2.65 crore in just four days of making a comeback to the big screen. Similarly, RHTDM‘s initial earnings accounted for ₹5.52 crore in 2001 and ₹3.20 crore in three days of its re-release. This proves that the audience appreciates theatrical re-releases even when these movies are easily available on other streaming platforms. Are nostalgia and revenue the only factors behind the ongoing re-releases of Bollywood films?

What’s the catch?

The re-release trend has gained momentum because of several reasons besides the ones stated above. Due to the rise in OTT platforms, a large chunk of the audience has shifted to online streaming for quality media consumption. These platforms offer a variety of genres with compelling stories you can watch in the comfort of your home. The production houses can then play safe by re-releasing a pre-loved classic rather than taking a risk with a new movie. But does that hint at a creativity crisis in the film industry?

Is it a cry for help?

The old Bollywood charm has gone down the hill as evident in the box office numbers of the latest releases. The recent Alia Bhatt starrer Jigra tasted defeat with a meagre collection of ₹4.50 crore on its opening day. It further sparked controversy as actor and producer Divya Khosla accused Alia of rigging the statistics with fake ticket bookings when in reality, the theatres were empty everywhere. The numbers reveal how the audience is indifferent to the cast. It’s the script that moves them these days and OTT has a major part to play in it. But some stars have still managed to draw audiences to the theatres in record numbers despite the charm of OTT. Movies like Jawan, Pathaan and 12th Fail are a testament to blockbuster Bollywood releases in the present day. What did they get right?

Several factors contribute to a film’s success. These films delivered an outstanding story, as we saw with 12th Fail, and extraordinary visuals as seen in Jawan and Pathaan. Moreover, they nailed the marketing campaign with the trailers and promotions to create hype before the release. This wasn’t the case with Jigra and Vicky Vidya Ka Woh Vala Video. The recent releases could also be a reflection of Bollywood’s creative block. Furthermore, controversial remixes of popular songs in recent movies disappoint the fans at large instead of gaining their support.

Will Bollywood be able to come out of this creativity slump? Can the industry reinvent itself to bring the audience back to the theatres in 2025?

Related: Jigra vs Vicky Vidya Ka Woh Wala Video: Why Do Bollywood Movies Clash At The Box Office?