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90s Star Comeback Powered by Content, Not Just Nostalgia
Industry executives say the revival of 90s stars like Sunny Deol and Emraan Hashmi is driven by sequels and franchises, not just nostalgia. Content and character context determine whether initial interest converts into box office success.
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The revival of 1990s and early-2000s stars at the Indian box office is being driven more by familiar franchises than by star power alone, according to industry executives who spoke to Mint.
Emraan Hashmi’s Awarapan 2 has earned about ₹140 crore. Sunny Deol’s Gadar 2 collected ₹525.45 crore and Border 2 ₹341.70 crore. Bobby Deol’s Animal and Rani Mukerji’s Mardaani franchise also contributed to the trend.
“There is clearly a growing interest in these established stars making a return to the big screen, but what really drives that interest is the context of the comeback,” said Ashish Saksena, chief operating officer-cinemas at BookMyShow. “When a familiar star returns in a strong character, franchise or genre that resonates with audiences, it can create a very strong theatrical pull.”
Saksena added that the opportunity is not simply about a star coming back after a gap. “It is about finding the right story, the right character and the right context for that comeback. The familiarity of the star can certainly drive initial curiosity and interest, but ultimately, it is the content that determines whether that interest translates into a successful theatrical run.”
For a long time several of these stars catered to an upmarket elite audience, according to film producer and distributor Yusuf Shaikh, also founder and chief executive of low-cost theatre chain Janta Cinema. With their recent films they have given viewers what they are best known for. “Add music and nostalgia to it and there is an immediate connection. Actors fail when they forget what their core audience expects from them,” Shaikh said.
Sunny Deol’s other recent release, Batwara 1947, a period drama, has failed to set the cash registers ringing, underscoring the limits of star power alone.