Jab advertisers met nostalgia: It’s showtime for in-cinema ads with Bollywood re-releases

Remember the innocent charm of Maddy and Reena from Rehnaa Hai Tere Dil Mein? Or the iconic love story of Raj and Simran from Dilwale Dulhania Le Jaayenge? These films left an indelible mark on the hearts of viewers, and their re-releases, a trend the Bollywood industry has seen picking pace in the past few months, has brought back a flood of memories.  

Evening shows for RHTDM were going housefull much like those for Jab We Met or DDJL when they re-released a few weeks ago.

With titles driving nostalgia amongst people and drawing in massive crowds, multiplex owners have been witnessing a significant increase in footfall. This surge in audience numbers has translated into a heightened demand for in-cinema advertising space too, industry observers noted.  

“Advertisers are recognizing the unique value proposition of targeting audiences during these classic film screenings. These films evoke strong emotions and create a highly engaged environment, making them ideal for brand messaging. Moreover, the demographic that attends these screenings is often affluent and discerning, making them a prime target for luxury brands and premium products,” a media planner told exchange4media. 

Several production houses have geared up to re-release the next bunch of films which include Veer Zaara and Tumbbad. 

Group CEO of Eros Media World Pradeep Dwivedi feels that re-releasing classic Bollywood movies in cinemas can significantly impact in-cinema advertising by attracting a diverse audience, including nostalgic older viewers and younger generations experiencing these films for the first time on the big screen. “This wider audience base enhances advertising reach, as the increased footfall and extended box office runs offer consistent exposure for ads,” he mentioned.

Dwivedi added that advertisers can leverage the emotional appeal of these films with targeted, nostalgia-driven content, creating opportunities for premium ad pricing and tailored partnerships. “This alignment with the cultural and nostalgic value of classic movies enhances brand recall and engagement, making in-cinema advertising a compelling choice during these re-releases,” he said.  

The advertisement deals for the multiplexes largely depend on the footfall that the films receive. Explaining further, Amit Sharma, MD, Miraj Entertainment said that most of the deals for the re-released films are on a pay-per-view model.  

“The advertisement deals are actually connected to the number of admission a particular film is going to get, because this is something which no one knows – neither the advertiser nor do we. Secondly, when it comes to advertising, most of our long-term deals which we have already signed with the brands are currently working and going on in the films which are re-released,” Sharma added. 

Experts feel that if the phenomenon of re-release continues to happen, the advertisers as well as the multiplexes will get mature about it and will be able to understand the target audience better 

Sharma shared that the current data shows that films like Jab We Met, Yeh Jawaani Hai Deewani and Gangs of Wasseypur did very good box office numbers in their re-release and the TG was basically the youngsters who are in their 20s. “So, probably once we get a little more mature about this re-release phenomenon, I think we're going to have the advertisers coming with the specific brands which basically target this TG of the Gen Z,” he said. 

The re-release trend apparently is also serving a purpose beyond the commercial aspect, by enhancing customer experience. “Cinema is a universal language that speaks to the heart. These re-releases are our way of inviting everyone, whether young, old, or somewhere in-between, to step out and reconnect with the stories that have touched our lives once,” said Gautam Dutta, CEO, Revenue and Operations, PVR INOX. 

Dutta pointed out that in an era where these films are just a click away, the success of re-releases speaks volumes, wherein people are choosing to leave their homes and go to the theater to experience these movies as they were meant to be seen. “Our re-release approach is not merely a commercial endeavor but a celebration of cinema's enduring ability to unite people. If we keep the nostalgia aside; it’s also about the unique value of the theatrical experience and the joy of sharing a film with others,” he added. 

In a world where streaming platforms have made movies accessible at our fingertips, choosing to experience these re-releases in theaters is akin to choosing to relive the magic of that first love, the thrill of a long-lost adventure, or the comfort of a favorite family gathering—only this time, we get to share it with others, just like we did the first time.