Theaters rely on old hits to woo crowds

 

• While old hits, especially those of South Indian stars, will be re-released in theaters even in pre-Covid times, Strategy has recently released old films in 50-60 halls in metros for a period of four to five days. gained more traction with screenings.

New Delhi: Movie theaters are re-releasing old hits, and doing special screenings on birth anniversaries of popular old stars to bring audiences back to the theaters as new films are failing to attract audiences.

Multiplex chains INOX and PVR said they saw a positive response to special screenings of Dilwale Dulhania apart from the Amitabh Bachchan celebrations held on the actor's 80th birthday in October, Dilip Kumar's 100th birth anniversary earlier this month and Rajinikanth's birthday a few weeks ago. Is. Will take.

While old hits, especially those of South Indian stars, will be re-released in theaters even in pre-Covid times, Strategy has recently started screening old films for a period of four to five days in 50-60 halls across metros. gained more traction with

According to industry insiders, a whiff of nostalgia helps films garner attention despite being on a streaming platform.

“We have organized screenings of old hits in the past as well, but it was done on a limited scale, so it was not that viable. However, since the Amitabh Bachchan festival this year, the audience response has been overwhelming. It also has to do with the fact that we have been able to increase the number of screens and properties, as a result of which the marketing has become viable," said Rajendra Singh Jala, Chief Programming Officer, INOX Leisure.

Jalla said that all these films are available on streaming platforms, but nostalgia plays a big role in watching them on the big screen. INOX will continue to look for opportunities around special occasions in the lives of yesteryear stars.

PVR Joint Managing Director Sanjeev Kumar Bijli said that the Bachchan Film Festival and the screening of DDLJ have received an overwhelming response. “We did around 60% occupancy pan India for Amitabh Bachchan Film Festival and around 45% for DDLJ. PVR has a history of organizing such festivals and screening retro films, however, this time we have taken it a step further."

For the Dilip Kumar event, PVR partnered with non-profit organization Film Heritage Foundation for a two-day film festival Dilip Kumar-Hero of Heroes, which ran across 31 cinemas in 21 cities.