In 2024, Bollywood’s resurrection wasn’t just about fresh hits but also about old favourites that were making a grand comeback. While the year kicked off with the surprise success of Stree 2, the real story was the industry’s embrace of nostalgia - the re-release of films that once slipped through the cracks. As the trend gained momentum, industry insiders and critics alike found themselves at a crossroads. Is this a temporary fling, or has Bollywood unlocked a new revenue model?
Film trade analyst Rohit Jaiswal has defended the practice of re-releasing old gems, noting the substantial, albeit modest, financial returns. “The business from re-releases isn’t as high as Rs 100 crore, as some reports claim, but Rs 60-70 crore nett is still significant,” he said. The films that have benefited from this resurgence are a diverse mix - Tumbbad, Rockstar, Laila Majnu and Veer Zaara - each offering something unique. For example, the re-release of Tumbbad not only breathed new life into the film itself but reignited Sohum Shah’s career, giving him a second shot at fame.
Yet, not everyone shares Jaiswal’s optimism. Trade expert Joginder Tuteja calls the re-release trend an “overdone fallacy.” He argues that the financial rewards aren’t as monumental as they might seem. “Tumbbad made about Rs 30-32 crore; Laila Majnu around Rs 7-8 crore, Rockstar about Rs 7-8 crore, Rehna Hai TereDil Mein between Rs 5-7 crore, and Veer Zaara around Rs 3-4 crore,” Tuteja contends. His numbers suggest that the returns from re-releases are far from game-changing, and the public’s nostalgic impulse might not be enough to sustain the trend long-term.
Despite these differences of opinion, Tumbbad’s January re-release undeniably sparked significant interest. Initially released to mixed reviews in 2018, the film's unique premise—focused on a boy’s search for a cursed ancestral treasure—failed to make waves at the box office with just Rs 13.5 crore. However, when it was re-released in 2024, Tumbbad garnered nearly Rs 7 crore within just three days, a reminder of its untapped potential. This financial windfall gave Bollywood a much-needed boost after a sharp decline in box-office revenues – Rs. 6,868 crore from January to August 2024, a 7.5 percent drop from the previous year, according to Ormax Media.
But it isn’t just the underperforming cult classics like Tumbbad that are seeing success in their second acts. The rise of nostalgic re-releases is becoming a full-fledged movement, with hits like Maine Pyar Kiya (1989), Hum Aapke Hain Koun..!(1994), and Dilwale Dulhania Le Jayenge (1995) drawing packed theaters. More recent films such as Zindagi Na MilegiDobara (2011) and Dangal (2016) have also benefitted from nostalgia-driven ticket sales. Even modest films, like Rehna Hai TereDil Mein and Laila Majnu, have been given second chances due to the newfound stardom of actors like TriptiiDimri and the loyalty of their niche fanbases.
India is not the only country embracing the power of nostalgia. Classic American films like Home Alone and Jurassic Park have been re-released to strong earnings globally, proving that the appeal of revisiting cinematic favourites knows no borders. Anthropologist Arjun Appadurai, in his 2019 essay The Ready-Made Pleasures of Déjà Vu: Repeat Viewing of Bollywood Films, describes repeat viewings as a sign of “committed connoisseurship.” In Mumbai, the joy of re-experiencing films is often tied to an intellectual exercise, where film buffs savour every detail, relishing in their deep knowledge of the classics.
Bollywood, much like the rest of the world, has embraced this trend not just as a financial opportunity but as a way to celebrate and preserve its cultural heritage. For filmmakers, re-releases are an opportunity to connect with audiences old and new, rekindling interest in films that may have once been overlooked or underappreciated. As theaters across the country screen old favourites, the enthusiasm from audiences young and old alike seems to indicate that this trend is more than just a momentary distraction.
It remains to be seen whether Bollywood’s nostalgia wave will prove to be a lasting force in the industry or a passing fad. For now, it’s clear that re-releases are giving the film industry a much-needed breath of fresh air, and perhaps, a new way forward.
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