Are Kannada movie re-releases working?
Over the past year, there's been an increase in Kannada films making theatrical comebacks. From A, Upendra, Om, Kariya, Appu and Cynaide to Dr Rajkumar and Dr Vishnuvardhan classics Gandhada Gudi and Krishna Nee Begane Baaro, this trend is filling screens in an otherwise hit-starved industry.
As re-releases of these classics and cult hits flood theatres, the question remains — is nostalgia and hit factor enough to bring in the audience to watch a movie? Here's a look:
OF FAN HYPE AND FOOTFALLS
'While some new releases have managed to draw in the crowds, it's been a struggle for exhibitors to command a full house. We need footfalls, and when faced with a dry run, re-releasing an old film with a strong base usually guarantees such a win,' shares Jayanth Gowda, senior floor in-charge of a multiplex chain.
Films which star bigger actors like Shivarajkumar, Puneeth Rajkumar or Darshan get great attention and viewership in theatres. Recently, one such movie that was re-released helped us earn up to `20 lakh as profit.Sometimes, even the new films don't get us this much
- Kushal Veeresh, theatre owner
BTS OF A RE-RELEASE
Karthik Gowda informs that proper planning for a re-release is also important. 'The number of screens are major factors. The pricing of the tickets is also a major factor because nobody wants to pay a premium for a film that is re-releasing,' he points out.
SOME RE-RELEASES WIN, WHILE OTHERS SIMPLY FIZZLE OUT
While some re-releases see impressive returns, with fans showing up in large numbers, others merely fade after the morning show.
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'Not every re-release has the capacity to run for weeks,' says Sudheendra Venkatesh, a film PRO. A distributor, on condition of anonymity, shares that not every hit deserves a re-release. Film proudcer Karthik Gowda adds, 'A fair amount is spent by the teams when they replay it; like paper ads, digital publicity and posters because promotions become important as it's a film they have already watched and we have to lure them back to watching it.
"
When we re-released Jackie for Puneeth Rajkumar's birth anniversary, we did so in 150 theatres, and the release was well-timed
- Karthik Gowda, film producer and distributor
THE X FACTOR
What works:
● Star fandom (especially Puneeth Rajkumar, Darshan, Upendra)
● Limited access online or rare cult status
● Occasions like birthdays, anniversaries, or death anniversaries
● Fan-organised events and theatre bookings
What doesn't:
● Overexposure on TV or OTT
● Poor quality prints
● Lack of on-ground promotion
● Outdated themes
The re-release of Upendra, to mark the film's 25th anniversary, showed the current generation the glory of Uppi and the cult status he held. The makers spent `25 lakh and recovered `2.5 crore with the re-release
- Rajat Gowda, member of RT Nagar Upendra Fans Association
We had spent around `14-15 lakhs to re-release Cyanide across Karnataka in 70 screens, but we did not make a lot of profit, even though it brought in great numbers when it released in 2006. The reason I feel our film couldn't reach the masses is that there were films with bigger stars releasing around the same time, which grabbed more attention
– AMR Ramesh, director of Cyanide
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