Explaining ‘Sanam Teri Kasam’s’ success: How did it become the highest-grossing re-release

As most Bollywood films struggled to pull large crowds to the theatres, producers and exhibitors fell back on re-releasing previous blockbuster films to make profits. This trend may have started in the South where movies were released on superstars’ birthdays; however, the same concept started working for other industries as well.

In the last year, several successful films such as Jab We Met, Kaho Naa.. Pyaar Hai, Rehna Hai Terre Dil Mein, Tumbbad and Yeh Jawaani Hai Deewani have been rereleased and made decent money. Radhika Rao and Vinay Sapru’s 2016 directorial venture Sanam Teri Kasam however made new records as it made Rs 45 crore nett in its re-release, and became the highest-grossing re-released film in India. So, how did a film with two new faces achieve this feat?

Why did Sanam Teri Kasam become successful upon re-release?

Audiences widely agree that Sanam Teri Kasam is a complete package; not only does the writing have heart, but the songs, and the chemistry between the lead pair and the screenplay all work well together. However, that is not always enough for a film sans any A-lister that has been available for free on YouTube for years. Sanam Teri Kasam stars Harshvardhan Rane and Mawra Hocane in the lead role and has earned a domestic net of Rs 41.35 crore and has grossed Rs 53 crore worldwide, of which, approximately, Rs 45 crore has come upon re-release.

In a recent interview the directors of the film, Vinay Sapru and Radhika Rao, opened up about certain logistical challenges the film faced upon its first release and also admitted the producers’ disappointing approach. "We knew that the film would do well, but it took the world nine years to see that," the directors revealed and also added that the "patronising" marketing head of the studio wrote the film off. 

"This patronising marketing head of the studio said 'Aapko lagta hai aapne masterpiece banaya hai? Aapko lagta hai aapke artistes koi superstars hain? Aapne jaisi film banayi hai, aapke liye hum jo kar rahe hain, aap usmein khush rahiye,’” the directors added.

Sapru has also informed the media that Sanam Teri Kasam collected just as well on Monday as it did during its opening weekend, which indicates that the audience was interested in watching the film. "She went to the extent of saying that the film could be held on Monday because of them. Friday, Saturday, Sunday and Monday - the film collected equally well. It was extraordinary for the film to hold that well on Monday. I told them they should do something. They went into a mourning period there - they could not believe that the film was holding on," Sapru revealed.