Should brands attempt campaign reruns?

Sanam Teri Kasam was originally released in 2016.

- SANDEEP GOYAL

Starring Harshvardhan Rane and Pakistani actress Mawra Hocane, it was at best a tepid success, and went almost unnoticed. In February this year, its producers Radhika Rao and Vinay Sapru re-released the film in cinemas. On Friday itself it collected ₹5.14 crore at the box-office. On Saturday, at ₹6.22 crore, the collections were even better. In the first two days of its theatrical re-run, the movie crossed its total box-office pickings of its initial run. It finally amassed ₹41 crore in the rerun—400 per cent of its first theatrical exposure.

Tumbbad, a Hindi language period folk horror film, was released theatrically in 2018. It grossed only about ₹15.4 crore. But it received eight nominations at the 64th Filmfare Awards, winning three for Best Cinematography, Best Art Direction and Best Sound Design. Over time, it has gained a massive cult following and is today considered to be one of the best among Hindi horror films. The film was re-released in 2024, collecting ₹1.65 crore on its opening day and ₹2.65 crore on the second. For the next 11 days, its box-office collections exceeded ₹1 crore every day. The dream run eventually culminated in gross collections of ₹40.6 crore, with a reported footfall of over a million.