The re-release of Sanam Teri Kasam, which attained cult status nine years post its initial launch, has emerged as a delightful revelation for numerous fans. The film, starring Harshvardhan Rane and Mawra Hocane in the principal roles, initially underperformed at the box office; however, it garnered immense admiration on social media for its poignant love narrative. Its re-release has now transformed it into a remarkable success, akin to several other films witnessed in the past year.

Unexpected demand for Sanam Teri Kasam leads to increased screen count

In a recent discussion with Mid Day, producer Deepak Mukut disclosed that the film was originally scheduled to be shown on 60 screens, but this number was subsequently increased due to audience interest. Approximately 70 fans visited their office, urging them to re-release the film during Valentine's Week, despite it not being part of their initial plans. Initially, Mukut expressed skepticism due to the competitive landscape between Deva and Loveyapa. He noted his astonishment at the substantial volume of advance bookings on online platforms. Despite incurring a loss of Rs 25 crore during its original run in 2016, the film has achieved commercial success upon its re-release, now being showcased in a network of 350 theatres with nearly 400 screens. The number of showings has been increasing organically.

While the romantic comedy initially failed to resonate at the box office, it eventually found its audience on OTT platforms. However, this is not the only factor contributing to its theatrical resurgence. Trade expert Girish Wankhede indicates that the film has gained further traction due to a lack of enthusiasm surrounding new releases.

Box office competition and expanding screen count

Wankhede notes that Badass Ravi Kumar is performing well, while Loveyapa is experiencing a slow start. There has been a noticeable decline in the tracking of new releases, with Sanam Teri Kasam currently leading the box office. The extent to which the film's screen count will be expanded will be determined after Saturday.

Vishek Chauhan, an exhibitor from Bihar, reported that he increased the number of screenings for his theatres in Patna and Gaya from one during advance bookings to eighty by the time the film premiered yesterday. Upon noticing the surge in showings, he discovered that several months prior, a group of influencers had successfully encouraged the film's producer to re-release it.

He further noted that with Valentine's Day and Rose Day approaching, young individuals who had never experienced the film in a theatre created a sense of urgency, or fear of missing out (FOMO). The attendance has primarily been from young couples, indicating that it is not a corporate booking. All of our events for Friday, Saturday, and Sunday have sold out. The highest opening for a re-release to date is Yeh Jawaani Hai Deewani (2013), which grossed Rs 1.5 crore. This film has the potential to reach Rs 8 crore. He anticipates that Loveyapa will struggle to achieve Rs 1.5 crore in earnings.

Streaming availability

Sanam Teri Kasam can be streamed on JioCinema (OTTplay Premium) and ZEE5 (OTTplay Premium).

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