In 2018, Laila Majnu hit the screens with little fanfare and faded just as quickly, earning a mere Rs 2.72 crore in India and Rs 3.40 crore worldwide. The film, directed by Sajid Ali and co-written by Imtiaz Ali, was based on the classic folklore of Laila and Majnu. However, despite its heartfelt narrative, it failed to make a mark, primarily due to its poor plotline and repetitive storytelling. The lead actors, Avinash Tiwary and Triptii Dimri, both newcomers at the time, struggled to convince audiences, leading to the film's dismal performance at the box office.
But as the years passed, Laila Majnu found its audience, not in theatres, but on streaming platforms. The movie's emotional depth and the raw performances of its cast resonated with Gen Z viewers, who discovered it through platforms like Instagram. Much like Imtiaz Ali’s Tamasha, which also found a second life online, Laila Majnu gradually achieved cult status. The film’s themes of love and heartbreak struck a chord, and it wasn’t long before it became a favorite among social media users, who frequently shared clips and scenes, contributing to its resurgence.
The Journey to Re-Release
This newfound popularity did not go unnoticed. Encouraged by the growing online fanbase, the makers of Laila Majnu decided to bring the film back to the big screen. The re-release began on August 2, 2024, on a single screen in Srinagar, Kashmir, where the film had been primarily shot. The response was overwhelming, with the film running houseful in its initial screenings. This enthusiastic reception prompted a nationwide re-release on August 9, 2024, in collaboration with major multiplex chains across the country.
The re-release opened to a strong Rs 30 lakh on its first day, followed by an impressive 110% increase on the second day, bringing the two-day total to Rs 1 crore. Industry insiders expect the opening weekend collection to reach around Rs 2 crore, indicating that the film is well on its way to surpassing its original box office collection. This remarkable turnaround has made Laila Majnu a potential first in Hindi cinema— a film that might earn more in its re-release than it did during its initial run.
Vindication for the Cast and Crew
For Avinash Tiwary and Triptii Dimri, the re-release of Laila Majnu has been a deeply emotional experience. The film’s failure in 2018 had left them heartbroken, with Avinash recalling how, on the third day of the film's release, he saw the posters being pulled down. But now, six years later, the film's return to theatres has brought a sense of vindication. Avinash expressed his joy on social media, thanking the audience for their love and support. “This is your victory… I know it was personal for you,” he wrote on X (formerly Twitter), acknowledging the role of fans in reviving the film’s fortunes.
Thank you for all the love...
I have always believed there is a huge segment of audience that doesn't raise its voice... but
Jo nahi bolte,Woh jab Bolte hain toh Kya Kamaal Bolte hain!
Thank you to the audience🙏🏻🙏🏻...This is your victory...I know it was personal for you.🤗🤗 https://t.co/ZF5Hm05mEe— Avinash Tiwary (@avinashtiw85) August 11, 2024
At a press conference announcing the re-release, Avinash spoke about how the film never truly left people’s minds. Despite the passage of time, Laila Majnu kept coming up in conversations, often to the point of irritation. “Tab kyu nahi dekhne aaye the? (Why didn’t you come to watch it back then?),” he would think when people expressed their newfound admiration for the film. But now, with the re-release, it feels like a long-awaited victory.
The re-release of Laila Majnu is not just a victory for the film’s cast and crew but also a testament to the power of streaming platforms and social media in shaping the fortunes of films. What began as a box office disaster has now become a case study of how films can find new life long after their initial release.
Inputs by Agencies
Image Source: Multiple Agencies
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