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<ul><li><keyword id="122370" type="General" weightage="80" keywordseo="ambuja-cement" source="Orion">Ambuja Cement</keyword>'s <keyword id="356847" type="General" weightage="20" keywordseo="bhai-bhai" source="Orion">Bhai Bhai</keyword> ad has become iconic now, the line 'Bhaiya ye deewar toothti kyun nahi hai' is still fresh in our minds.</li><li>The brand is back again with another ad, with <keyword id="31951" type="General" weightage="20" keywordseo="boman-irani" source="Orion">Boman Irani</keyword> again as well as <keyword id="7924" type="General" weightage="20" keywordseo="vinay-pathak" source="Orion">Vinay Pathak</keyword>, to speak about the strength of Ambuja Cement walls.</li></ul>Remember Ambuja Cement's iconic 'Ye deewar toothti kyun nahi hai' ad which featured Boman Irani. The brand and the star are back again, in a slightly different avatar, but still trying and failing to break an Ambuja Cement wall. And this edition of the ad has Vinay Pathak adding to the star power too. <div type="Youtube" id="jpLM1sUXD4Y" title="Deewar 2 | Ambuja Cement" thumbUrl="https://i.ytimg.com/vi/jpLM1sUXD4Y/mqdefault.jpg"></div> With Boman Irani playing ‘Bapu’ with grown up sons this time, Ambuja is set to recreate the magic of its classic and much-loved - ‘Bhai-Bhai’ commercial with its sequel – ‘<keyword id="12086286" type="General" weightage="20" keywordseo="deewar-2" source="Orion">Deewar 2</keyword>’. The line ‘Bhaiya ye deewar tootati kyon nahin?!!” has become a part of popular culture, and with a new tale of quirk and humour coupled with strength, the brand is once again cementing its leadership position. Neeraj Akhoury, MD &amp; CEO, Ambuja Cements Limited, said, “With a legacy of over 35 years, Ambuja Cements takes pride in its brand philosophy that ‘strength of the cement lies in the strength of emotion’. This new commercial showcases our core brand promise of ‘Viraat Compressive Strength’, that an Ambuja wall will always be unbreakable.” As always, Ambuja Cement connects with small town India and narrates the story with a playful twist, one that connects with the heart, is entertaining and has an unexpected winner. The story of a hardworking man thwarted by hard times and his resorting to desperate means is filmed in an engaging way. ‘Deewar 2’ has been conceived as a 60 second and a 30 second film for TV and YouTube. The ad is being run with a big media push on mainline and regional TV channels along with a digital campaign. Ashish Prasad, Chief <keyword id="6354839" type="General" weightage="20" keywordseo="marketing" source="Orion">Marketing</keyword> Officer, Ambuja Cements Ltd. said, “A new Ambuja ad is always a challenge with the benchmark being set so high with ads like ‘Bhai-Bhai’, ‘Orphanage’ and ‘Khali’. One ad that has remained ever popular is ‘Bhai-Bhai’ which we have run time and again. Our conscious effort was to create a new story that amplifies the familiarity and fondness people have for Ambuja and its inimitable brand of humour.” Rajesh Saathi, Producer and Director, Keroscene Films, said, “This was a really fun script to bring to life. We had the advantage of great actors like Boman and Vinay, but it was also very demanding with the aging and time-lapse involved. What was particularly satisfying for us was the music, as the track reflects the ‘plot’ in the story, with the sound design having to work at multiple levels.”

Ambuja Cement and Boman Irani are back with another wall-breaking campaign

Just a few days back, we showed you a video of Iron Man and Captain America mouthing the iconic <a href="http://www.businessinsider.in/See-What-Happens-When-Captain-America-Says-Mere-Paas-Maa-Hai/articleshow/47427366.cms">Mere Pass Maa Hai</a> dialogue from the cult movie Deewar. 
 
However, that was just a dialogue, right? 
 
Have you ever thought what would happen to superheroes like Batman, Superman, Spiderman and even Wolverine if they were actually Indians? How would they tackle the constant stares of onlookers, of hungry wives on Karvachauth and especially the traffic? 
 
The team at the YouTube channel <a href="https://www.youtube.com/channel/UCbpHTdaLxZBEagx1ySIeMkg">Vuclip Studios</a> actually thought about it and you would not believe how difficult the lives of these desified superheroes can be. 
 
Check the video and see if the ‘Indian’ Flash actually runs away before the shop-owner asks him for money. 
 
 
 
 
Image snipped from the video

What if Batman, Superman and Spiderman were Indian? Watch this video to know!

<keyword id="14509" type="General" weightage="100" keywordseo="rajinikanth" source="Orion">Rajinikanth</keyword> aka '<keyword id="1527407" type="General" weightage="20" keywordseo="Thalaiva" source="Orion">Thalaiva</keyword>', who turned 72 on Monday, is a name that has enthralled the audience with various characters and films over the course of his career spanning several decades. From children to the elderly, this legendary actor has fans across all age groups. His larger-than-life portrayal of characters and off-screen simplicity is what makes him stand apart from his peers. So, as the veteran star, who started as a bus conductor, turns another year older today, let's dig deep for some lesser-known facts about the superstar: Born into a Marathi family in Bangalore, Rajinikanth's real name is <keyword id="2716072" type="General" weightage="50" keywordseo="shivaji-rao-gaekwad" source="Orion">Shivaji Rao Gaekwad</keyword> and he grew up learning Marathi and Kannada. The future superstar was named after the great Maratha warrior king Chhatrapati Shivaji. Before entering the film industry, once he was done with his schooling, Rajinikanth did various jobs including that of a coolie and carpenter. He was also recruited by the Bangalore Transport Service as a bus conductor. Did you know he started out as a villain initially? During the first couple of years, Rajinikanth played anti-hero roles like an abusive husband, womanizer, etc. In 1977, he was seen playing a positive character on the silver screen in the movie 'Bhuvana Oru Kelvikuri'. Rajinikanth has starred in eleven <keyword id="6356629" type="General" weightage="50" keywordseo="tamil" source="Orion">Tamil</keyword> remakes of Amitabh Bachchan films like 'Deewar', 'Amar Akbar Anthony', 'Laawaris' and 'Don' among others which later went on to become superhits. Rajinikanth is the only Indian actor to have featured in the Central Board of Secondary Education (CBSE) syllabus in a lesson titled 'From Bus Conductor to Superstar'.

Thalaiva Rajinikanth turns 72: Five lesser-known facts about the South superstar

Media and paparazzi love covering <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> celebrities, but off lately, they have been boycotting celebs who display bad behaviour or pricey attitude. Let’s take a look at stars who have been boycotted by the press. 
 
<keyword id="6354583" type="PERSON" weightage="100" keywordseo="Salman-Khan">Salman Khan</keyword> 
During the promotional event of his last release Kick that Salman Khan’s bodyguards had a spat with photographers and the actor showed no sympathy. To make matters worse, he passed an apparently rude statement, “Those who want to cover the event are welcome to stay, the rest can leave if they wish." Naturally, this didn’t go down well with media, which decided to boycott the star till the release of the film. 
 
<keyword id="89958" type="PERSON" weightage="100" keywordseo="Shraddha-Kapoor">Shraddha Kapoor</keyword> 
According to reports, Aashiqui 2 actress allegedly made a group of photographers wait for two long hours and then finally refused to pose for photographs. This was after her last release Ek Villain became a hit. Though her father Shakti Kapoor came to her rescue but the media had already decided to ban her. The boycott continued till Shraddha personally met with the union of photographers and sorted the matter before the promotions of her upcoming movie, Haider began. 
 
Saif Ali Khan and Kareena Kapoor Khan 
The royal couple faced the ire of media way back in 2010, when they reached at a promotional event quite late. Though Saif came up with an apology citing traffic as the reason for being late, but the journalists and photographers chose to walk away from the event without covering it. 
 
<keyword id="6357912" type="PERSON" weightage="100" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> 
Even the mega star Amitabh Bachchan wasn’t spared by the press. He faced media ban at a time which was the high point of Amitabh Bachchan’s career; this was when he was churning out hits after hits like Sharabi, Lawaaris and Deewar to name a few. The fact was recently revealed by Big B on his blog, in which he wrote that the ban came because the press apparently believed some sources, who claimed that Bachchan had supported the idea of Emergency and ban on press. During that period, media stringently decided to not cover AB in interviews, pictures and or news.

5 Bollywood Stars Who Share A Love-Hate Relationship With Press

<ul><li><keyword id="12610293" type="General" weightage="20" keywordseo="PVR-theatres" source="Orion">PVR theatres</keyword> will screen some handpicked old classics of <keyword id="2217" type="General" weightage="20" keywordseo="Big-B" source="Orion">Big B</keyword> across 22 cinemas in 17 cities.</li><li>The Blockbuster festival will release 11 movies from October 8 to 11 in theatres.</li><li>The concept of re-releasing movies in India is relatively less popular.</li></ul>To celebrate the 80th birthday of legendary actor <keyword id="6357912" type="General" weightage="20" keywordseo="Amitabh-Bachchan" source="Orion">Amitabh Bachchan</keyword>, PVR theatres will screen a few of his classics across 22 cinemas in 17 cities, announced the <keyword id="2670358" type="General" weightage="20" keywordseo="Film-Heritage-Foundation" source="Orion">Film Heritage Foundation</keyword> (FHF). <div type="twitter" handle="FHF_Official" handlename="Film Heritage Foundation" image="http://pbs.twimg.com/profile_images/532145161661206528/wQgqjSOO_normal.jpeg" favoritecount="365" retweetcount="65" status="To celebrate the 80th birthday of the biggest icon of Indian cinema, FHF and @_PVRCinemas proud to present “Bachcha… https://t.co/d9w3Uzr7Px" createdat="1664520736000" id="1575740292178710528"></div> The Blockbuster festival — Bachchan back to the beginning — will release 11 movies from October 8-11 in theatres for the Indian audience. PVR has also rolled out a movie pass for all Big B fans to enjoy and cherish all the films on the silver screen once again. However, the list excludes one of the most loved films, which made a remarkable impact on the audience in the old days of 1975, Sholay. Netizens showcased their disappointment on Twitter in replies to the official announcement made by the FHF. <div type="twitter" handle="Hari_Priya81" handlename="DontMessWithTheABCDEFG" image="http://pbs.twimg.com/profile_images/1572418659712401410/Hwz-0aeh_normal.jpg" favoritecount="0" retweetcount="0" status="@FHF_Official @_PVRCinemas @SrBachchan @roykapurfilms @smmausaja @ZEECorporate Sholay yaada ra Howle😪" createdat="1664531839000" id="1575786864174211072"></div> In the era before satellite television, it was common for theatres to re-release old movies. But with multiple movie channels, their appeal waned. However, a few movie buffs who enjoy the big screen impact had been missing them. Here are all the Big B movies that will hit silver screens again — 1. Kaala Patthar Amitabh Bachchan, along with Shatrughan Sinha and Shashi Kapoor were a part of this critically-acclaimed movie. The movie was based on the tragic Chasnala mining disaster where flooding in the mines had taken the lives of over 300 miners. Bachchan plays the role of a tortured merchant navy captain who becomes a miner to forget his tragic past. 2. Kaalia Written and directed by Tinnu Anand, this movie is yet another memorable movie from Bachchan’s angry-young-man era. It’s the story of a happy-go-lucky young man who gets pulled into the world of crime after a life-changing incident. 3. Silsila Widely popular for its hit track Yeh Kahan Aa Gaye Hum, the triangular love story was a casting coup pulled off by producer-director Yash Chopra. While the lead actors Bachchan and Rekha were rumoured to be real-life lovers, the movie also stars his wife, Jaya Bachchan. 4. Amar Akbar Anthony Bachchan plays the second brother of this divided-at-birth brothers’ story that also stars Rishi Kapoor, Vinod Khanna, Parveen Babi, Shabana Azmi and Nitu Singh. Cleverly bringing in religious unity, the movie is about brothers finding their way back to each other even as their worlds clash. Khanna plays a police officer, Bachchan a petty thief and Rishi Kapoor is a musician. 5. Namak Halaal It was one of the biggest comedy blockbuster movies of 1982. The masala film is about Arjun (Bachchan) who moves to the city in search of a job and ends up befriending the man whom his mother raised as his own son. 6. Abhimaan The popular musical is about two musicians who are husband and wife. Jealousy overtakes Bachchan who realises that his talented wife, played by Jaya Bachchan, is becoming more popular than him. 7. Don The movie, which had the third-highest box office revenue collections in 1978, revolves around the life of gangster named Don, played by Bachchan. Even though it was remade by Farhan Akhtar starring Shah Rukh Khan in two parts, the original with Pran and other actors is a movie worth watching. 8. Satte Pe Satta The movie embodies the concept of an ensemble cast as it has six actors who play the brothers of Bachchan, who is of course the eldest. It stars Hema Malini, Amjad Khan, Ranjeeta Kaur and Sachin Pilgaonkar, Shakti Kapoor and more in lead roles. 9. Mili Released in 1975, the movie revolves around a girl who suffers from pernicious anaemia and a depressed alcoholic, who eventually fall in love with each other. The film was later remade in Telugu in 1976 as Jyothi starring Jayasudha in the title role. 10. Chupke Chupke The family comedy starring Dharmendra, Sharmila Tagore, Jaya Bachchan and Big B has come to be known as a masterpiece. The story is an elaborate prank played on a self-assured lawyer and businessman who is Dharmendra’s brother-in-law Om Prakash. In spite of its high-profile cast, Om Prakash’s act as the unsuspecting victim has won many hearts. 11. Deewar Want to know where the classic line, “Mere paas maa hai” comes from? Watch this movie on the big screen – the tale of two brothers Vijay and Ravi, who follow different paths. Vijay (Bachchan) becomes a wanted smuggler, while Ravi (Shashi Kapoor) becomes an honest police officer and destiny makes their paths cross. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/reliance-jio-to-begin-beta-trial-of-5g-in-four-cities-on-dussehra-with-unlimited-data/articleshow/94645577.cms">Reliance Jio to begin beta trial of 5G in four cities on Dussehra with unlimited data</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/with-950-billionaires-asia-outnumbers-all-other-regions-forbes/articleshow/94644883.cms">With 950 billionaires, Asia outnumbers all other regions: Forbes</a>

Big B’s best movies are back on the big screens - Here are 11 you can watch

He's 80 and going stronger than ever, spooling in celluloid miles' with the roles rolling in and directors still lining up to sign him on. <keyword id="6357912" type="General" weightage="20" keywordseo="Amitabh-Bachchan" source="Orion">Amitabh Bachchan</keyword>, they say, was and is still an exciting actor, perhaps the best there ever has been. From Ramesh Sippy who directed him in the 1975 cult film <keyword id="6407374" type="General" weightage="50" keywordseo="sholay" source="Orion">Sholay</keyword> to Ayan Mukerji who helmed his latest Brahmastra 47 years later, <keyword id="6354348" type="General" weightage="80" keywordseo="bachchan" source="Orion">Bachchan</keyword> is the man for all seasons and all kinds of films. "What a wonderful innings it has been and he just keeps getting better. He has played so many varied roles in comedy, drama, romance, dancing and songs. He can do anything and everything perfectly. Has there been anybody bigger or better? I doubt it, Sippy told PTI as the star celebrates his 80th birthday on Tuesday. It's been just five days since his latest release Goodbye . "For me, to have Mr. Bachchan walk in my film is a big deal. He is the father of Indian cinema. He is the most respected person in the film industry, Mukerji added. Making his debut with the relatively low profile Saat Hindustani in 1969, remembered all these years primarily for serving as his launchpad, Bachchan exploded on the silver screen with <keyword id="31017" type="General" weightage="50" keywordseo="zanjeer" source="Orion">Zanjeer</keyword> in 1973. There was no looking back after that, and storytellers across five decades are still trying to decode the success of the man who keeps on reinventing himself - the angry young man' of Zanjeer , Don and Deewaar , the amiable, fun professor of Chupke Chupke and the conflicted singing star of Abhimaan in the 1970s. Then came the 1980s with films such as Shakti and Silsila . The 1990s saw a slump in Bachchan's career and many of films, including "Mrityudata" and "Lal Baadshah", tanked at the box office. Bachchan was back in the reckoning the following decade as a television host in Kaun Banega Crorepati in 2000. Twenty-two years later, the show is still running. This is also the time Bachchan transitioned into age appropriate characters in films. It started with Mohabbatein and continues with varied roles, be it Pink , Cheeni Kum or Jhund . Sippy recalled the casting for Sholay , which saw Bachchan and Dharmendra as two friends thick as thieves . "I had seen two of his earlier films -- Anand' in which he played a serious role, it was a difficult role and he stood out, and Bombay to Goa', where he played a lighter and a more boisterous role, which had impressed me a lot. We signed him. A few months later "Zanjeer" and "Deewar" released. By the time "Sholay" came, he was the rising star, the veteran filmmaker added. Sippy, who also worked with Bachchan in "Shakti", "Shaan" and "Akayla", said it is exciting to see the megastar recreate magic on screen, both the big and small even after all these years. There have been a lot of fine actors and there is absolute respect for all but he definitely stands above, he said.They may be in awe of him, but all of Bachchan's directors have experimented with the roles they offered him. R Balki, who first worked with Bachchan on an advertisement campaign, gave him "Cheeni Kum", where Bachchan is a 60-something arrogant chef romancing a much younger Tabu, and Paa that sees the star playing a 12-year-old boy afflicted with progeria. "Every filmmaker thinks of Mr Bachchan first, everybody would love to get a chance to work with him. We all came to the cinema being his fans. I was luckier than some people. I write my films for him. I have been searching for my next film for some years now," Balki told PTI. The filmmaker's other ventures -- Ki &amp; Ka , Pad Man and Chup: Revenge of the Artist -- feature the veteran star in a special appearance. There is one word to describe Amit ji and it is Amitabh Bachchan. There are no other words... It has become like a character itself. It has so much meaning, you can say persona, dignity, grace, powerful, voice, performance, everything being put together. There is a character called Amitabh Bachchan. That character is a rare phenomenon, Balki said. For new-age directors -- Ayan Mukerji and Ribhu Dasgupta -- the opportunity to direct Bachchan is nothing short of a dream. While Mukerji cast Bachchan as a guru in his astraverse, sci-fi film, Dasgupta directed Bachchan in the TV series "Yudh" (2014) and 2016 mystery-thriller Te3n . Dasgupta has tried hard to keep his fan boy self out of the picture. I come from Kolkata and we worship him there. There is an Amitabh Bachchan temple in Kolkata. But when I directed him, I had to keep the fan boy out. Also, sir knows everything, where the camera should be, what and where the light should be, etc. He sees what the person in front is doing," Dasgupta said. This year, Bachchan has already had three theatrical releases -- Nagraj Manjule-directed Jhund , Ajay Devgn's Runway 34 and Brahmastra . His latest film "Goodbye", directed by Vikas Bahl, opened on Friday. He is now awaiting the release of "Uunchai", directed by Sooraj Barjatya SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/google-pixel-7-and-pixel-7-pro-with-tensor-g2-chipset-launched-in-india-starting-at-59999/articleshow/94696867.cms">Google Pixel 7 and Pixel 7 Pro with Tensor G2 chipset launched in India starting at ₹59,999</a> <a href="https://www.businessinsider.in/business/telecom/news/reliance-jio-and-airtel-5g-prices-may-be-affordable-for-now-but-expected-to-increase-after-wider-rollout/articleshow/94636173.cms">Reliance Jio and Airtel 5G prices may be affordable for now but expected to increase after wider rollout</a>

Amitabh@80: Still a delight, keeps getting better, say directors old and new

<ul><li>Iconic romantic films including DDLJ, Tamasha, Titanic 3D version and Jab We Met were re-released during Valentine’s week. </li><li>For chains like PVR, reruns have been an important part of their campaign to bring India back to the theatres. </li><li>Analyst Karan Taurani believes reruns are not powerful enough to impact collections or drive theatre occupancy and indicates lack of fresh Bollywood content. </li><li>Indian film critic Sucharita Tyagi states reruns of classics are helping build film communities, drive theatre occupancy and celebrate cinema. </li></ul>Theatre audiences in one of the PVR’s in Punjab were seen dancing to the groovy beats of ‘Mauja hi mauja’, a song from Shahid Kapoor and Kareena Kapoor Khan-starrer Jab We Met, rereleased in theatres almost two decades after its original release. Kapoor called it ‘too special’ on Twitter. But is the business of nostalgia strong enough to mint money at the box office? Several iconic romantic films including – Shah Rukh Khan (SRK)-Kajol-starrer Dilwale Dulhania Le Jaayenge (DDLJ), Ranbir Kapoor-Deepika Padukone’s Tamasha, James Cameron’s Titanic in 3D and Jab We Met – were released across PVR, Inox and Cinepolis theatres during Valentine’s week this February. Even though DDLJ remains the longest-running film in Indian cinema and is immensely popular with multiple reruns, it found tough competition this Valentine’s week from the Jab We Met rerun. “Jab We Met has now started beating DDLJ in PVR. Jab We Met collected ₹2 lakh on Friday. The collections then jumped to approximately ₹5 lakh on Saturday while the collections on Sunday were ₹6 lakh. On Monday, while DDLJ collected ₹6 lakh, Jab We Met collected ₹6.5 lakh in the multiplex chain,” reported<a href="https://www.bollywoodhungama.com/news/features/jab-mets-re-release-springs-surprise-collects-monday-sunday-also-beats-dilwale-dulhania-le-jayenge-pvr/"> Bollywood Hungama</a>. Rerun campaigns for boosting footfalls PVR Oberoi Mall in Goregaon, Mumbai decided to play six shows of Jab We Met on Valentine’s day. Tamasha had 150 shows with 50% audience occupancy and Titanic 3D version rerun had 1,000 shows, with 60% occupancy, PVR told Business Insider India. The PVR’S Valentine Week Film Festival (10th-16th February 2023) also re-released other romantic titles across languages – Ticket to Paradise (English), Ved (Marathi), Geetha Govindam (Telugu), Vinnaithaandi Varuvaayaa (Tamil), Hridayam (Malayalam), Googly (Kannada) and Love Ni Bhavai (Gujarati). “Screened across 25 cities in India, Jab We Met, DDLJ, Tamasha, Vinnaithaandi Varuvaayaa and Titanic especially received good response, recording average occupancy of 50-70%. Shows of Jab We Met had to be increased to meet the increased demand,” Gautam Dutta, CEO, PVR, told Business Insider India. PVR aims to continue with their rerun campaigns in the future, given the power nostalgia wields on millennials and even GenZs, Dutta added. For chains like PVR, reruns have been an important part of their campaign to boost theatre occupancy – be it re-releasing 11 films starring Amitabh Bachchan on his 80th birthday or the ‘Dilip Kumar Hero of Heroes’ campaign celebrating his 100th birth anniversary. The release of DDLJ during SRK’s birthday last year collected ₹23.4 lakh, claiming 60% occupancy then. “When you watch Jab We Met, you also watch it with 300 people who are die-hard fans of that film. Witnessing this celebration is pure joy. You know the punchlines, where to laugh, where to cry. Props to the Film Federation of India for bringing these classics back. They are also driving theatre occupancy,” Sucharita Tyagi, an Indian film critic told Business Insider India. Many movies like DDLJ, Tamasha, Jab We Met are already available on OTTs yet cinephiles are flocking to theatres in hoards. An Ormax report states the Indian theatre audience has lost <a href="https://www.businessinsider.in/business/news/indian-film-industry-lost-24-million-moviegoers-to-the-pandemic-ormax/articleshow/97918537.cms">24 million</a> moviegoers to the pandemic. This is accentuated by low impact of small and medium-budget films and availability of OTT platforms. The OTT audience in India has grown 20% in 2022 with 424 million active users. Yet, it looks like the big screen has its pull. “We are seeing films like Deewar in theatres, which was released when we weren’t even born. It is a novelty experience. Reruns boost film communities. The Priyanka Chopra led Jio-MAMI festival is also bringing physical screenings back. It is a good time for cinema I believe,” added Tyagi. Impact on collections: minuscule Reruns may boost film communities, but will they be able to revive flagging footfalls and lift box office collections? Karan Taurani, analyst at Elara Capital, believes reruns are not powerful enough to impact collections or drive theatre occupancy. They are rather indicative of fresh Bollywood content. Also, reruns have limitations in their reach. For instance, a Jab We Met will rake in more numbers in Punjab or Delhi as compared to South Indian cities like Chennai. “Reruns are happening because Pathaan has seen a strong run in the last two and a half weeks. Little to no fresh content is being offered, which is why these films are being re-released. The number of Hindi films released every quarter have come down 25-30%, from over 20 films every quarter pre-pandemic to less than 14 films now. There is greater reliance on big-budget films,” Taurani told Business Insider India. SRK-Deepika Padukone-starrer Pathaan crossed ₹500 crore in India in 20 days, contributing 46% to <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">January’s India box office</a> collections. Films released in January 2023 grossed ₹1,389 crore at the domestic box office, the highest since April 2022, as per <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">Ormax report.</a> A caveat – only six films managed to cross the ₹10 crore mark, indicating greater reliance on big-budget movies like Pathaan. “The impact of reruns is very minuscule. Collection is low because these are consumed more in terms of single screens where ticket prices are low. I don’t foresee a large number of people going to multiplexes for these films as ticket prices are 3-4 times higher,” added Taurani. But Tyagi states these movies are helping India come back to the theatres, although she too wishes the ticket prices of these movies were cheaper. “I cannot say if these movies are being used as fillers before the big releases but I am glad India is coming back to the theatres. I wish the ticket prices and snacks at concession stands were cheaper at theatres to make movie watching a more affordable experience,” added Tyagi. Reruns may not be too successful at raking in the moolah at the box office but what they surely do is revive the currency of nostalgia – allowing the audience to relive the past while providing theatre chains a respite from falling audience footfalls.

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Ambuja Cement and Boman Irani are back with another wall-breaking campaign

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