Star Wars and Pride & Prejudice: The Theatrical Re-release Renaissance

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Observing ticket sales for the re-releases of Star Wars: Revenge of the Sith and Pride & Prejudice is quite remarkable. These two films are doing incredibly well as they return to cinemas, a fact that’s surprising given their long-term availability on various home media platforms. Yet, the charm of experiencing these movies in their original theatres seems undeniable, with Revenge of the Sith expected to generate significant revenue during its second stint in movie theatres.

Circumstances that would have seemed reckless as late as 2019 now appear quite viable. The revival of old movies in theaters, an idea long thought extinct, has surprisingly come back to life. However, the past year has shown us that adaptability is key. In today’s cinema landscape, re-releases of classic films are seeing a significant comeback due to numerous factors.

Why Theatrical Re-Releases Died Off In The First Place

For many years, it was quite usual and predictable to see re-releases of older films in cinemas. Since home video formats didn’t exist yet, reintroducing popular movies to theaters was often the only way for audiences to enjoy classic titles (except if you were content with unpredictable TV reruns). Companies like Disney were particularly known for re-releasing their animated films every seven or eight years, which would consistently earn huge box office profits. For instance, even a 1990 reissue of Fantasia, limited to only 481 theaters, managed to gross another $25.36 million. However, after The Little Mermaid’s 1997 re-release, Disney stopped using this strategy that used to generate tens of millions annually.

The charm of VHS tapes and DVDs was so strong that studios couldn’t resist capitalizing on it. Older films earned significantly more money (initially at least) in this market compared to bringing them back to theaters. Consequently, theatrical re-releases of older movies dwindled by the turn of the 21st century, except for a short-lived revival of 3D re-releases in the early 2010s. During the 2010s, theatrical re-releases were primarily confined to Fathom Entertainment-distributed screenings held only twice on Sundays and Wednesdays. It’s hard to conceive that such limited showtimes could match the box office revenue of $138.25 million earned by A New Hope during its 1997 reissue.

In recent times, starting from the 2020s, film studios have been enjoying increased profits from the rereleases of more traditional movies in theaters. For example, an IMAX rerelease of Stop Making Sense in September 2023 earned a substantial $5.3 million domestically. A month later, The Nightmare Before Christmas had a 30th anniversary theatrical re-release that grossed an impressive $10.25 million, marking its second-highest rerelease revenue since its initial release in 1993. Interestingly, even Return of the Jedi managed to earn $7.25 million in 2023 despite being shown in only 475 locations. What was particularly noteworthy about these rereleases is that they were not limited by showtimes like the Fathom Entertainment releases from the 2010s.

Instead, they played non-stop every day of the week, much like regular movies or reissues prior to 2000. This unique strategy was used for the groundbreaking modern theatrical reissue: the 15th anniversary reissue of Coraline, scheduled for August 2024, coincidentally also distributed by Fathom. Shown at least five times a day, even on Mondays and Wednesdays, this Laika film surpassed expectations when it grossed $33.62 million domestically. This figure even outperformed the $34 million earned by Monsters, Inc. 3D back in December 2012, despite that movie playing in more cinemas.

After earning $15.2 million during its December IMAX-exclusive debut, which didn’t expand beyond 321 theaters, it became clear that the theatrical rerelease had made a comeback. However, one might wonder, what sparked this resurgence of interest?

Why Theatrical Reissues Are Surging in Popularity

In the early 2000s, theatrical re-runs started to diminish significantly due to the convenience of home video formats, allowing viewers to watch their preferred movies at any time and place. Fast forward a quarter century, technology has progressed, but viewers’ control over films seems to have taken a step back. With streaming services ruling the roost instead of physical discs, owning movies has become less common. It’s now well-known that many classic films are hard to find on platforms like Netflix, Hulu, or Amazon Prime Video (and others). All of a sudden, we’re experiencing a shortage when it comes to widely recognized motion pictures.

Restoring films such as Interstellar to IMAX cinemas undeniably offers movie enthusiasts a unique, unparalleled experience that they can’t replicate at home. Moreover, it presents an opportunity that might not have been as accessible even in 2015, given the current streaming landscape where movies are confined behind specific subscription services rather than being readily available on physical shelves like they once were at Walmart. Essentially, theatrical re-releases serve as a remedy for audiences, providing them with a hassle-free viewing experience of films such as Revenge of the Sith or Coraline, free from buffering issues or Netflix licensing complications.

A fresh group of movie enthusiasts under 30, who’ve grown up on Letterboxd reviews, appreciate the cinematic experience in theaters. These individuals find joy in watching iconic films such as “Princess Mononoke” on a large screen. Moreover, with enough years having passed since movies like “Revenge of the Sith” were initially released in theaters, revisiting them can offer a sense of novelty to a new wave of film enthusiasts. Furthermore, these re-releases cater to audiences yearning for genres that are seldom presented on the big screen as new films. For instance, major Hollywood studios don’t frequently produce new romantic dramas or concert films. Therefore, reruns of “Pride and Prejudice” and “Stop Making Sense” can scratch that specific itch for fans of similar titles.

It’s evident that these factors weren’t limited to a select few reissues in 2023 and 2024, as seen by the substantial domestic earnings of films like Seven and Princess Mononoke in 2025, even though they were only shown in a handful of IMAX theaters. Apart from the short-lived digital 3D reissue boom in the early 2010s, it appeared that theater reissues had become obsolete at the turn of the 21st century. However, the strong pre-sale ticket numbers for Pride and Prejudice and Revenge of the Sith are proving to be a remarkable resurgence for such films. It seems that future profitable movies for Hollywood might stem from the timeless strategy of 1976: rereleasing old movies in theaters once more.

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2025-04-28 03:40