PVR Inox Rides High on Re-Releases

As Rekha's unforgettable 1981 classic, Umrao Jaan, lit up the big screen again on Thursday, PVR Inox seems to have perfected its strategy of banking on the magic of nostalgia.

- RAGHAV AGGARWAL

As Rekha's unforgettable 1981 classic, Umrao Jaan, lit up the big screen again on Thursday, PVR Inox seems to have perfected its strategy of banking on the magic of nostalgia. Re-released films are now contributing about 8.5% of its total revenue, a number that's only expected to grow.

"This year, new movie line-up is very healthy, but we are hoping, re-releases is a growing department," Niharika Bijli, lead strategist at PVR Inox, told FE.