Recently, an image of a movie screening list from Bandra Kurla Complex’s (BKC) PVR Inox theatre was circulating on social media and shared through WhatsApp because it caught many by surprise.
The digital board showed four movies being screened at the theatre on June 22, 2024, and all of them were more than a decade old: Rockstar (2011), Zindagi Na Milegi Dobara (2011), My Brother Nikhil (2005), and Lakshya (2004). No, it wasn’t an old-movie festival, but evidence of the lack of the new movies at theatres.
Such is the shortage of new movies that barring Kalki 2989 AD and Deadpool and Wolverine, not many would be able to guess which other movies are playing at theatres. So much so, Akshay Kumar starrer Sarfira, which hits theatres today (July 12, 2024) has, as per a Times of India report, “… sold nearly 2700 tickets (advance booking) for its over 800 shows, and has earned just about Rs 4.8 lakh.”
Seeing the lack of consistent movie supply this year, it is not surprising to see movie theatres screen old hits. A colleague who watched Rockstar at one of the PVR theatres in Mumbai said the 10.30 pm show was a near houseful.
The FICCI-EY report, released in March 2024, said Rs 750 crore was generated from cinema advertising in 2023, a 50% rise attributed to successful movies and the scarcity of avenues to reach affluent audiences.
Seeing the dry run these days, it is hard to imagine brands choose this advertising medium. However, one cannot help but wonder if brands will consider advertising, as crowds return to theaters to watch an old hit once more or catch it for the first time, because they missed seeing Ranbir Kapoor strum his guitar and sing Sadda Haq thirteen years ago; nostalgia is a great seducer.
