Why 'Padmaavat,' 'Bareilly Ki Barfi' re-releases flopped at box office
What's the story
The latest fad of re-releasing old films has received a mixed response in the Hindi film industry. While some movies like Sanam Teri Kasam have hit the bull's eye in their second run, others like Padmaavat and Bareilly Ki Barfi have been unable to repeat their box office magic. The disappointing returns of these two films underline the importance of timing in a re-release's success.
Audience response
'Padmaavat' and 'Bareilly Ki Barfi' struggled to attract audiences
Sanjay Leela Bhansali's Padmaavat, starring Deepika Padukone, Ranveer Singh, and Shahid Kapoor, returned to theaters on February 6. However, it failed to draw significant crowds this time around. Similarly, the 2017 romantic comedy Bareilly Ki Barfi featuring Kriti Sanon, Ayushmann Khurrana, and Rajkummar Rao also struggled. Past hits like Kal Ho Naa Ho have worked during re-releases, mainly because many moviegoers were too young to have witnessed it when it first came. So, nostalgia plays a factor.
Promotion efforts
Social media promotions failed to boost re-releases
Despite aggressive social media campaigns by Bhansali Productions and Junglee Pictures for Padmaavat and Bareilly Ki Barfi respectively, audiences did not respond positively. Even Sanon's promotion of her "sweetest film" on Instagram failed to increase viewership. In contrast, Sanam Teri Kasam benefited from its promotional efforts led by actor Harshvardhan Rane.
Initial success
'Padmaavat' and 'Bareilly Ki Barfi' saw different box office fates
It's worth noting that Padmaavat was a blockbuster on its original release, while Bareilly Ki Barfi was an average grosser. However, their second stint at the box office hasn't been as successful. This just goes on to show how important timing is in a film's re-release strategy, especially when you have other films to compete against in a crowded marketplace.