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<ul><li>Iconic romantic films including DDLJ, Tamasha, Titanic 3D version and Jab We Met were re-released during Valentine’s week. </li><li>For chains like PVR, reruns have been an important part of their campaign to bring India back to the theatres. </li><li>Analyst Karan Taurani believes reruns are not powerful enough to impact collections or drive theatre occupancy and indicates lack of fresh Bollywood content. </li><li>Indian film critic Sucharita Tyagi states reruns of classics are helping build film communities, drive theatre occupancy and celebrate cinema. </li></ul>Theatre audiences in one of the PVR’s in Punjab were seen dancing to the groovy beats of ‘Mauja hi mauja’, a song from Shahid Kapoor and Kareena Kapoor Khan-starrer Jab We Met, rereleased in theatres almost two decades after its original release. Kapoor called it ‘too special’ on Twitter. But is the business of nostalgia strong enough to mint money at the box office? Several iconic romantic films including – Shah Rukh Khan (SRK)-Kajol-starrer Dilwale Dulhania Le Jaayenge (DDLJ), Ranbir Kapoor-Deepika Padukone’s Tamasha, James Cameron’s Titanic in 3D and Jab We Met – were released across PVR, Inox and Cinepolis theatres during Valentine’s week this February. Even though DDLJ remains the longest-running film in Indian cinema and is immensely popular with multiple reruns, it found tough competition this Valentine’s week from the Jab We Met rerun. “Jab We Met has now started beating DDLJ in PVR. Jab We Met collected ₹2 lakh on Friday. The collections then jumped to approximately ₹5 lakh on Saturday while the collections on Sunday were ₹6 lakh. On Monday, while DDLJ collected ₹6 lakh, Jab We Met collected ₹6.5 lakh in the multiplex chain,” reported<a href="https://www.bollywoodhungama.com/news/features/jab-mets-re-release-springs-surprise-collects-monday-sunday-also-beats-dilwale-dulhania-le-jayenge-pvr/"> Bollywood Hungama</a>. Rerun campaigns for boosting footfalls PVR Oberoi Mall in Goregaon, Mumbai decided to play six shows of Jab We Met on Valentine’s day. Tamasha had 150 shows with 50% audience occupancy and Titanic 3D version rerun had 1,000 shows, with 60% occupancy, PVR told Business Insider India. The PVR’S Valentine Week Film Festival (10th-16th February 2023) also re-released other romantic titles across languages – Ticket to Paradise (English), Ved (Marathi), Geetha Govindam (Telugu), Vinnaithaandi Varuvaayaa (Tamil), Hridayam (Malayalam), Googly (Kannada) and Love Ni Bhavai (Gujarati). “Screened across 25 cities in India, Jab We Met, DDLJ, Tamasha, Vinnaithaandi Varuvaayaa and Titanic especially received good response, recording average occupancy of 50-70%. Shows of Jab We Met had to be increased to meet the increased demand,” Gautam Dutta, CEO, PVR, told Business Insider India. PVR aims to continue with their rerun campaigns in the future, given the power nostalgia wields on millennials and even GenZs, Dutta added. For chains like PVR, reruns have been an important part of their campaign to boost theatre occupancy – be it re-releasing 11 films starring Amitabh Bachchan on his 80th birthday or the ‘Dilip Kumar Hero of Heroes’ campaign celebrating his 100th birth anniversary. The release of DDLJ during SRK’s birthday last year collected ₹23.4 lakh, claiming 60% occupancy then. “When you watch Jab We Met, you also watch it with 300 people who are die-hard fans of that film. Witnessing this celebration is pure joy. You know the punchlines, where to laugh, where to cry. Props to the Film Federation of India for bringing these classics back. They are also driving theatre occupancy,” Sucharita Tyagi, an Indian film critic told Business Insider India. Many movies like DDLJ, Tamasha, Jab We Met are already available on OTTs yet cinephiles are flocking to theatres in hoards. An Ormax report states the Indian theatre audience has lost <a href="https://www.businessinsider.in/business/news/indian-film-industry-lost-24-million-moviegoers-to-the-pandemic-ormax/articleshow/97918537.cms">24 million</a> moviegoers to the pandemic. This is accentuated by low impact of small and medium-budget films and availability of OTT platforms. The OTT audience in India has grown 20% in 2022 with 424 million active users. Yet, it looks like the big screen has its pull. “We are seeing films like Deewar in theatres, which was released when we weren’t even born. It is a novelty experience. Reruns boost film communities. The Priyanka Chopra led Jio-MAMI festival is also bringing physical screenings back. It is a good time for cinema I believe,” added Tyagi. Impact on collections: minuscule Reruns may boost film communities, but will they be able to revive flagging footfalls and lift box office collections? Karan Taurani, analyst at Elara Capital, believes reruns are not powerful enough to impact collections or drive theatre occupancy. They are rather indicative of fresh Bollywood content. Also, reruns have limitations in their reach. For instance, a Jab We Met will rake in more numbers in Punjab or Delhi as compared to South Indian cities like Chennai. “Reruns are happening because Pathaan has seen a strong run in the last two and a half weeks. Little to no fresh content is being offered, which is why these films are being re-released. The number of Hindi films released every quarter have come down 25-30%, from over 20 films every quarter pre-pandemic to less than 14 films now. There is greater reliance on big-budget films,” Taurani told Business Insider India. SRK-Deepika Padukone-starrer Pathaan crossed ₹500 crore in India in 20 days, contributing 46% to <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">January’s India box office</a> collections. Films released in January 2023 grossed ₹1,389 crore at the domestic box office, the highest since April 2022, as per <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">Ormax report.</a> A caveat – only six films managed to cross the ₹10 crore mark, indicating greater reliance on big-budget movies like Pathaan. “The impact of reruns is very minuscule. Collection is low because these are consumed more in terms of single screens where ticket prices are low. I don’t foresee a large number of people going to multiplexes for these films as ticket prices are 3-4 times higher,” added Taurani. But Tyagi states these movies are helping India come back to the theatres, although she too wishes the ticket prices of these movies were cheaper. “I cannot say if these movies are being used as fillers before the big releases but I am glad India is coming back to the theatres. I wish the ticket prices and snacks at concession stands were cheaper at theatres to make movie watching a more affordable experience,” added Tyagi. Reruns may not be too successful at raking in the moolah at the box office but what they surely do is revive the currency of nostalgia – allowing the audience to relive the past while providing theatre chains a respite from falling audience footfalls.

Business of nostalgia: Reruns aim to bring India back to the silver screens

<ul><li>Jewellery sales this July were 36% higher than they were last July, according to the Retailer Association of India.</li><li>Jewellery brands like <keyword id="413856" type="General" weightage="20" keywordseo="kalyan-jewellers" source="Orion">Kalyan Jewellers</keyword>, Melorra and more are banking on the <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> and strong sales ahead.</li><li>Platinum jewellery brands, diamonds and even other precious stones’ retailers are hoping that consumers will open up their purse strings this festive and wedding season.</li></ul>The ongoing festive season, which comes after two years of COVID, has made gold, diamonds and platinum jewellers optimistic. After witnessing a spike in July, jewellery brands are looking forward to bumper festive sales this year. Manufacturers are opening new stores and upping their marketing activities to reach out to more consumers. “We are expecting the demand to go up this festive season as we are coming out of the shadows of COVID-19. We are putting up stores in eastern India (West Bengal, Orissa, Bihar and Assam), which would benefit from both Pujo and Diwali,” Kushal Singh, head of marketing of Melorra, told Business Insider India. Melorra plans to launch 60 stores by the end of this fiscal and 350 by FY26. As per the Retailers Association of India, jewellery sales this July were 36% higher than they were last July. <div type="image" title="gold rate in Aug" msid="93654867" hostid="261" caption="&amp;lt;p&amp;gt;Google finance&amp;lt;/p&amp;gt;"></div> This is in spite of erratic movements in <keyword id="46002" type="General" weightage="20" keywordseo="gold-prices" source="Orion">gold prices</keyword>. In mid-July, 10 grams of gold had dropped to ₹51,860. While falling prices is generally good news for buyers, since it’s also treated as an investment, they could turn nervous if their prices are erratic. Also, they have been inching up since late July and it caught pace in August. Singh however says that prices do influence purchases, but only temporarily. “Historically, gold imports to India have grown despite gold prices going up,” said Singh. He said that most of the demand will come from tier I and II cities during the festive season. Kalyan Jewellers hopes a rerun of the last quarter’s performance and also expects it to be better going ahead. It reported a net profit of ₹108 crore in the April-June quarter and its consolidated revenues stood at ₹3,333 crore. “July has been very good, the momentum is better than Q1. In the South, there's wedding and festive season, so we expect that Q2 should be good and we have high hopes because July has been behaving extremely well in India and the Middle East,” said Ramesh Kalyanaraman, executive director, Kalyan Jewellers. In the last one year, most jewellery stocks provided positive returns to their investors. <div type="image" title="Gold story" msid="93654885" hostid="261" caption="&amp;lt;p&amp;gt;BI India&amp;lt;/p&amp;gt;"></div> After the pause Kalyanraman said that consumers tend to take a pause during major macro-economic changes but that hasn’t affected brand’s long-term sales. “It [fluctuation] does not impact our sales because the customer comes with a budget and they buy for the money they have. So, if the gold price is more the volume will be lesser, if the gold price is low, then the volume will be higher, because customers come with a budget and they adjust accordingly,” said Kalyanraman. To deck up for the festive season, Kalyan Jewellers is now working on increasing its retail footprint in non-Southern India by another 8%, before Diwali this year. Platinum industry expects a buoyant consumer sentiment <div type="image" title="Caratlane" msid="93654919" hostid="261" caption="&amp;lt;p&amp;gt;Caratlane&amp;lt;/p&amp;gt;"></div> The platinum market too is gaining back its lustre after a lull. In Q4 FY22, it grew 30% year on year on the back of the wedding and festive season. It’s expected to return to pre-pandemic levels. Platinum Guild International-India’s managing director Vaishali Banerjee told Business Insider India that it has been encouraging to see platinum jewellery moving in a positive direction. “This year's H1 has seen tremendous recovery and phenomenal growth, with weddings and the festive season returning after two years. With the unlock phases post-Covid , platinum has been able to maintain a consistent and strong position in the Indian jewellery industry,” she said. Banerjee’s outlook for the second half of 2022 is equally positive. “We are hopeful that this growth trajectory will continue in H2. During the last quarter, the already buoyant consumer sentiment and positivity are expected to further increase due to the convergence between the festive and wedding seasons. This extremely important jewellery purchase period will be built through various consumer and trade marketing campaigns by PGI and its strategic partners," said Banerjee. Ovals, emeralds, long radiants, long cushions Despite a supply cut from Russia, <keyword id="10056" type="General" weightage="20" keywordseo="diamond-jewellery" source="Orion">diamond jewellery</keyword> brands too expect good sales. “The forthcoming season is always important for the diamond industry. It is the season to sparkle! Jewellers and retailers replenish their stocks during August and September to fulfill their orders for the festive and wedding season. To meet the demands of the retailers and jewellers there is enough inventory and supply of natural diamonds of all shapes and sizes,” said Rajesh Shah, partner, Venus Jewel. Diamond manufacturing, said Shah, is demand-led, which means the production automatically changes as demand grows. This time, ovals, emeralds, long radiants, long cushions and diamonds are in demand. For Caratlane, Dhanteras, Akshay Tritiya and Valentine’s day contribute over 45% to its revenue. “We have done a lot of preparations to be ready in time for the season in terms of adding more designs, more inventory, marketing actions, all of those are also on track. We feel a lot of confidence and optimism about the season,” Avnish Anand, COO and co-founder of CaratLane told Business Insider India.

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Business of nostalgia: Reruns aim to bring India back to the silver screens

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Jewellery brands deck up in hope of bumper festive sales ahead

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