With fewer big new releases, theatre owners are turning to proven hits from the past.
By Thogiti Uday Kiran
In the last couple of years, an unexpected trend has taken over the Tollywood film industry. Re-releases of old movies are getting more hype and celebration than some new releases. Digitally remastered classics, now in 4K resolution with enhanced audio, are drawing large crowds to theatres, giving fans a nostalgic high and younger audiences a fresh experience.
Films like Jagadeka Veerudu Athiloka Sundari (1990) are finding a new lease on life. “Watching it in theatres after so long brought back childhood memories,” says Ramesh, a fan from Hyderabad. “My children got to experience the same magic I did 30 years ago.”
This trend is also filling a gap in the market. Top Tollywood stars like Mahesh Babu, Pawan Kalyan, Jr. NTR, and Prabhas usually take two to three years to complete a film due to large-scale productions or political commitments. With fewer big new releases, theatre owners are turning to proven hits from the past.
“Instead of keeping the screens empty, we’re screening classics,” says Bal Govind, Sudarshan 35mm theatre owner from Hyderabad. “The response is beyond expectations.”
Importantly, this is not just about running old films — it’s about presenting them in a modern cinematic format. 4K resolution, improved sound mixing, and updated visuals provide a big-screen experience that streaming platforms simply can’t match.
Younger audiences, many of whom weren’t even born when some of these films were first released, are embracing this opportunity. “I had only seen clips of Jagadeka Veerudu… on YouTube. Watching it in the theatre was something else,” says Ravi Prakash, a college student.
Some movies, like Khaleja, didn’t do well initially but gained cult status over time. Mahesh Babu’s performance as a comic taxi driver confused fans in 2010. But over the years, the movie has gained a loyal following. Its recent re-release drew packed theatres and social media celebrations.
Another Mahesh Babu film, Athadu, was re-released on August 9, coinciding with the star’s birthday. Fans are treating these re-releases like new events — with posters, special shows, and full-house celebrations.
Distributors and theatre owners are also seeing the business potential in this trend. With low investment and high returns, re-releases are proving to be a smart move. “The cost of re-releasing is minimal, but the collections have been impressive,” says Srinu, a distributor from Nalgonda.
While some critics argue this is a temporary fix for production delays, others believe it marks a shift in how audiences value cinema history. It’s not just about nostalgia — it’s about the chance to relive, rediscover, and celebrate timeless cinema.
As the line between past and present continues to blur, Tollywood fans are proving one thing: good movies never get old — they just get better with time.