Old hits and IPL screenings create buzz, but not cash for cinemas

As the Bollywood pipeline ran dry, cinemas had turned to re-releases of older hits and screenings of live events like cricket matches to draw footfall. However, their contribution to overall revenues of movie theatres remained marginal.

- Lata Jha

While these strategies help boost audience engagement and drive food and beverage (F&B) sales, these are more stopgap measures than sustainable revenue streams, even as a couple of films did better than original theatrical runs.

"We don't see a great amount of revenue coming from these alternate streams. Their overall earnings are quite minuscule compared to a new blockbuster such as Chhapaak that made up 75% of all box office in the January to March quarter," Rahul Puri, managing director, Mukta Arts and Mukta A2 Cinemas said.

In lean quarters, the share of re-released films may appear inflated, but the model isn't viable in the long run, he added, although some experimentation will continue.