As Rekha’s unforgettable 1981 classic, Umrao Jaan, lit up the big screen again on Thursday, PVR Inox seems to have perfected its strategy of banking on the magic of nostalgia. Re-released films are now contributing about 8.5% of its total revenue, a number that’s only expected to grow.
“This year, new movie line-up is very healthy, but we are hoping, re-releases is a growing department,” Niharika Bijli, lead strategist at PVR Inox, told FE.
Umrao Jaan, which has been restored in collaboration with the National Film Development Corporation (NFDC), is just one of nearly 300 titles that have returned to theatres under the company’s curated re-release strategy. From cult favourites like Rockstar and Tumbbad to crowd-pleasers such as Jab We Met, and regional hits in vernacular markets, PVR Inox has steadily built a library that appeals to both nostalgia seekers and first-time viewers.
“We are in sync with NFDC,” Bijli said. “As and when they want to release more films, we are ready to showcase them,” she said.
While re-releases had always been part of the exhibition circuit, their resurgence began in earnest during the post-Covid era when footfalls needed a boost. What began as a stopgap evolved into a deliberate offering, following an “overwhelming response” to titles like Laila Majnu.
Traditionally used to plug gaps during lean release periods, re-releases are now part of a broader content strategy that seeks to blend box-office consistency with cinematic heritage. Bijli believes the share of revenue from this segment will rise further in FY26, despite a robust new film slate ahead.
Beyond content, PVR Inox has also been experimenting with fresh business models. In April, it launched its first FOCO (franchise-owned, company-operated) property in Raipur, where the mall developer bears the operational costs while PVR Inox supplies the know-how. The model has since expanded to cities like Jabalpur and Gurugram.
Meanwhile, the company is also extending its food and beverage vertical by listing products on delivery platforms like Zomato, a move that reflects its push toward diversification and ancillary revenue.
For now, though, it’s the past that’s helping shape the future. As Umrao Jaan finds new life on screen, so too does a strategy built on timeless storytelling.