Re-Release Trend: Decoding the successful formula for Tollywood
The re-release trend, however, can impact new film releases negatively, as re-released films tend to dominate theaters during their release weeks
HYDERABAD: The trend of re-releasing films has gained momentum in Tollywood. Movies that were blockbusters in the past are now returning to the big screen, offering audiences a nostalgic experience with enhanced 4K technology. Star heroes' films are often re-released on birthdays, taking fans back in time. This trend, unique to Tollywood in India, has proven to be a successful business move.
Re-releasing a film involves converting its original print to 4K resolution, often costing around Rs. 10 lakhs. This process has proven profitable, as these re-releases create buzz among fans and generate revenue.
The re-release trend in Tollywood can be traced back to the film "Pokiri," a Mahesh Babu-starrer directed by Puri Jagannath. The movie was initially released in 2006 and was a massive success. The re-release of "Pokiri" in 2022 on Mahesh's birthday garnered impressive collections, and the funds earned were even donated to charitable causes.
Prabhas-starrers "Rebel," "Billa," and "Varsham" also made a significant impact in their re-release. These films gained more attention after the massive success of "Baahubali," enhancing Prabhas' market value.
NTR's film "Simhadri" set another trend by holding a grand pre-release function for its re-release. This approach allows fans to relive the excitement of their favorite hero's old films.
The re-release trend, however, can impact new film releases negatively, as re-released films tend to dominate theaters during their release weeks.
Re-releasing an old film must undergo a thorough conversion process to adapt to modern technology. This involves scanning, grading, and restoration, which can take about three months to complete.
Re-releasing films from 15 years ago, like "Surya Son of Krishnan," has proven successful too, with the movie collecting around Rs. 3.5 crores upon its re-release.
This trend continues to offer a unique cinematic experience for audiences while reviving the magic of old classics on the big screen.
The makers recently re-released Mahesh Babu's Businessman, creating an all-time record among the re-releases.
Very soon, Prabhas' Yogi is going to hit the screens. Pawan Kalyan's Gudumba Shankar and Gabbar Singh will hit the screens on the actor's birthday.