Reruns have become the order of the day in north India, particularly places like Faridabad, Kanpur, Jaipur, Indore and Thane. Some of the films that have already been shown on TV and are still being screened on the big screens include blockbusters like Dabangg, Ghajini, Three Idiots and Rab Ne Bana Di Jodi. Some films that will soon make a TV debut and still being screened in theatres include Yamla Pagla Deewana and Band Baaja Baarat.
With several films, though promising and ‘hatke’ like 7 Khoon Maaf and Yeh Saali Zindagi, making it to the theatres, most of them could fill up the theatres. The result: exhibitors preferred reruns of blockbuster films rather than risk showing new films to an empty house. It’s pure economics at play here. If a new film is getting less than 10% attendance, it’s better to rerun a blockbuster that will go up to 40% on weekends and sometimes even 50% and more.
While the scale and magnitude may not be great, it remains to be seen if the old films make a mark yet again. New rules are being written. So you might expect new audience reactions as well.
Lets wait and watch if this approach works for the exhibitors and the film industry benefits at large.