Tollywood has fully embraced the culture of re releases. But as is the case with most entertainment trends, this prospect of re releases has also gone into overkill mode.
In the case of Salaar yesterday, all we could see was drained energy and desperate efforts to somehow pull audience to theatres.
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It has reached a point where star hero fans are using these re releases to show their might and strength. This is more like a show of power rather than a celebratory event.
The vibrant energy, and excitement of a classic film re releasing in theatres has been sucked out due to the sheer commercialisation of this prospect.
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Even fans are in a state where they are coming to theatres just to show that their hero has enough hype rather than to celebrate their films.
The joy and excitement of a classic film re releasing is completely gone now. The whole process has become very mechanical with the teams associated with the heroes getting involved and fabricating stuff.
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This is not the individual case with Salaar either. Almost every re release film is facing a similar situation these days. When the joy is gone, and the process becomes mechanical, this is when we know it is time to end this trend that has very little upside now.
The optimal volume of re releases is going to be one classic film of each hero per year rather than 2-3 or even 4 films per year. Our heroes have hardly done 20-30 films each, and it isn't too fruitful to bring out all of them just for the sake of it.