The re-release of 'Sanam Teri Kasam,' starring Harshvardhan Rane and Mawra Hocane, has achieved remarkable success at the Indian box office, surpassing the previously-set record by 'Tumbbad.' After two weeks of showing, 'Sanam Teri Kasam' has become the highest-grossing re-run film, raking in ₹33.10 crores, which is 29% higher than 'Tumbbad's ₹25.70 crores over the same period.
Directed by Radhika Rao and Vinay Sapru, 'Sanam Teri Kasam' was initially released back in 2016, earning only ₹9 crores during its original run and being labeled as a flop. This new re-release has not only helped the film regain favor but has also accumulated a total of ₹42.10 crores when combining original and re-release earnings. With the film mounted on a production budget of ₹18 crores, the profit margin now stands at ₹24.10 crores, translating to a noteworthy return on investment (ROI) of 133.88%.
On the other hand, 'Tumbbad,' which had set the bar as the highest-grossing re-release with earnings of ₹32.21 crores since its debut last September, has experienced relative competition from 'Sanam Teri Kasam.' While 'Tumbbad' garnered higher earnings during its second week, accumulating ₹12.26 crores compared to 'Sanam Teri Kasam's ₹6.25 crores, it was the initial week where 'Sanam Teri Kasam' pulled significantly higher numbers, securing ₹26.85 crores against 'Tumbbad's ₹13.44 crores.
Despite 'Tumbbad's' descent after its impressive initial week, it remains notable for its storytelling and solid performances. On the contrary, 'Sanam Teri Kasam' capitalized on nostalgia and emotional resonance to reignite audience interest almost seven years since its initial release. This re-run not only highlights the film's romantic appeal but sets new benchmarks for upcoming re-runs and how they can perform at the box office.
Both films had their unique attributes, with 'Sanam Teri Kasam' tapping deeply on romance, drawing crowds seeking emotion during its re-release. Meanwhile, 'Tumbbad' is acclaimed for its horror and psychological suspense, though less commercial during its re-run.
Future re-releases will likely be influenced by this comparative success, with 'Sanam Teri Kasam' paving the way for other filmmakers to reconsider older films with the capability of rekindling audience engagement. The current results indicate changing viewer preferences and the possibilities of re-exploring earlier stories with modern marketing strategies.
While box office numbers are approximated and reported from various industry sources, the solid performance of these films certainly demonstrates the viability of re-runs and the sheer power of nostalgia within the Indian cinema marketplace.