The movie theatres are adapting to new-age trends. It is becoming a must for movie theatres to remain sustainable after the COVID-19 pandemic. Notably, the theatres in Gujarat are constantly changing landscape. There is also a rise in chains of multiplex businesses, making it tough competition. For example, the launch of Cinepolis, a Mexico-based international movie theater chain, in Gujarat’s Vadodara has deterred the growth of PVR Inox. In this comprehensive article, Gujpreneur’s team look at what are the future and current trend in Gujarat’s theatre.  

Becoming Movie Theatre Influencer 

Theatres, like Cinepolis, are calling youngsters to become influencers. ‘Memetics’, a study of memes, which was coined by biologist Richard Dawkins in his 1976 book The Selfish Gene, has become the language of now. The digital influencers are currently driving the movie theatre market. And becoming an influencer doesn’t require you to be a professional or have a degree. It can be simply done by following these basic steps.

1. Choose a medium: You can use any platform like Facebook, Instagram or YouTube to become a movie theatre (for eg: like Cinepolis’) influencer. 
2. Content Creation: Find your own way to describe, criticise, or produce deep analysis for a movie. It can differ from a quick  30 second video which can be turned into an Instagram reel or YouTube short. You can also choose to build a long-format YouTube video and share it as a review.
3. Engagement: Create more engagement with the audience by going live on Instagram or live streaming with YouTube, featuring polls. This will help you reach out to movie lovers. 
4. Attend Screenings: If you choose one theatre, like Cinepolis, go there frequently and tag the theatre on your post. 
5. Explore affiliate marketing: Via affiliate marketing, the influencers can be commissioned for various works. 
6. Leverage loyalty program: Club cinepolis has various loyalty programs which can be used to create content by the influencers. 

Re-Releasing Blockbuster Hits 

Movie theatres are at cross-roads. While new releases are constant, a new trend of re-releasing popular movies has taken over the theatre ecosystem. Incidentally, these new reruns have become more profitable, allowing audience to relive their favorite actors and movies on the big screen. The release of old classics and popular movies are also a show of audience behaviour. In an Interview with Media Brief, Cinepolis’ Managing Director Devang Sampat, says, “Audiences are drawn to reruns of classic films because they offer a sense of nostalgia and emotional connection. People enjoy revisiting the films they grew up with or loved at a specific time in their lives. Moreover, the desire to experience these films on the big screen, often for the first time, makes the experience unique.”

This phenomenon is more popular among the millennials and Gen X. This set of generations are still ready to be spoiled with romantic movies like Rehna Hai Tere Dil Mein, Zindagi Na Milegi Dobara, and Kuch Kuch Hota Hai. While Shah Rukh Khan, Amir Khan, Salman Khan, and Hrithik Roshan movies are turning evergreen. Talking about the main factors driving the success, Sampat said, “Theaters turned to re-running old films primarily as a response to the muted supply of new content, especially during gaps between major releases.”

“Additionally, they recognized a growing appetite for nostalgia among movie goers. The success of these reruns can be attributed to several key factors: affordable ticket prices, which are typically lower than for new releases, wider demographic appeal, and the timeless nature of these films.”- he adds . “Films like Rockstar and Hum Aapke Hain Kaun performed exceptionally well during their re-releases, proving that iconic films, combined with smart marketing, can still attract significant footfall,” shares Sampat.

Conclusion

However, it should be noted that the price of tickets for the reruns are lower at INR 100 to 150, in comparison to INR 250 for new releases. The exhibition cost for the reruns are also lower at  30-35% compared to the new releases. Strategically, the reruns are being turned into themed screenings. For example, Cinepolis has introduced the ‘Retro Film Festival’ for showcasing classics with promotional campaigns. For example, recently an ‘Amir Khan Film Festival’ was also hosted. Thanks to screening, reruns become more than just watching an old classic. It becomes an experience to relive, with celebrities amplifying it on social media.

Moreover, as a part of the strategy, reruns are filling in the gap when no new movies are released. Cinepolis are also looking at special periods like anniversaries, festivals or holidays to re-release these movies. These periods are fixed for the reruns to increase the footfall. Some movies like Rockstar and Laila Majnu saw major success after being re-released as it ran for three to four weeks. It suggests the mix in movies can make the audience contemplate before choosing their favorite choice of movies. And, for those, who movie fanatics, it can completely turn into a theatre heaven.