2024 may be aptly designated as the year of re-releases. This year has witnessed the return of over two dozen Hindi films to theatres, encompassing timeless Raj Kapoor masterpieces such as Awara and Barsaat, as well as Shah Rukh Khan's iconic Kabhi Khushi Kabhie Gham. However, the resurgence was not limited to merely celebrated past hits; it also included at least two cult classics that initially underperformed at the box office, now returning to fulfil their intended legacy. Both Laila Majnu and Tumbbad achieved this revival, with Tumbbad emerging as the most successful Hindi re-release in terms of box office performance. As the year comes to a close, Sohum Shah, the lead actor and producer of Tumbbad, reflects on this trend and shares his key insights gained from the experience.

I had not achieved closure regarding Tumbbad

Tumbbad is a horror film frequently regarded as one of the finest in India's cinematic landscape. However, upon its initial release in 2018, it garnered only ₹15 crore at the box office. Sohum reflects on this experience, stating, "I had not achieved closure with Tumbbad. There was always a sense of malaal within me, a feeling that I had not given this film the recognition it deserved. I believe Tumbbad did not receive the justice it warranted. The re-release alleviated those sentiments, and I now feel that the circle in my life is complete."

Directed by Rahi Anil Barve, the film was re-released on August 28, which significantly boosted its earnings by an impressive ₹38 crore, transforming it into a success six years after its debut. Sohum describes the film's significance to him, saying, "Tumbbad felt like my own child. When it initially failed to resonate in 2018, I yearned for a re-release, but I was met with scepticism. There seemed to be no opportunity for a release due to the influx of other films."

The onset of the Covid-19 pandemic shifted Sohum's focus to various acting projects. However, in 2024, he recognized a new opportunity for release. He shares, "On social media, the public showed little interest in my identity as Sohum Shah. Their primary inquiries were about 'When is Tumbbad 2 coming?' and 'Why is Tumbbad not being re-released?'. These were the only comments I received on my Instagram posts, serving as evidence of the film's enduring appeal. Once the re-releases commenced, the response was overwhelming, with a surge of messages and tweets from industry experts discussing Tumbbad's potential. This marked a pivotal moment for us."

The re-release of Tumbbad demonstrated to me the significance of effective marketing

The re-release of Tumbbad has allowed the film to connect with younger audiences, many of whom were not yet teenagers at the time of its original launch, observes Sohum. "I have observed that Tumbbad has garnered attention from numerous young viewers, particularly those from Generation Z. They seek originality and are not interested in predictable narratives or formulaic films. Following the Covid pandemic, audiences have been exposed to a wealth of high-quality international cinema, compelling filmmakers to elevate their efforts to captivate viewers," he remarks.

The re-release provided Sohum and his team with the opportunity to independently promote the film, often brainstorming ideas and campaigns late into the night and implementing them the following day. He elaborates, "One of the most significant lessons I learned this year was about marketing, which is crucial for those involved in independent filmmaking. We are dedicated to creating films like Tumbbad and Ship of Theseus. However, I now believe we have gained some insights into marketing through the Tumbbad re-release. We will assess how much we have absorbed in the future, but this experience has been invaluable."

The actor expresses optimism for 2025, asserting that the upcoming year should continue the trend of producing successful content. "That will represent the true legacy of 2024 for me," he concludes.

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