Alternative Programming: Rereleases
- Kim Coates
- Oct 14
- 4 min read
Jaws has been terrorizing beaches for 50 years, Edward + Bella have been living their forever for 20 years, and Casper has been haunting for 30 years. Rereleases like these are becoming more of a staple in release schedules in recent years. With these big screen showings, many moviegoers have the chance to see their favorite films again and cinemas + studios can rely on these established IPs to generate revenue. Nostalgic fans that want to relive the magic of seeing their favorites in the cinema are joined by new fans that want the chance to view classic films on the big screen. Discover how rereleases can invigorate your programming + turn casual moviegoers into life long fans.
Why Rereleases? 🔁
Well, re-releases have been a part of the release schedule for decades. In particular, the Star Wars movies have been re-released in cinemas since the early ‘80s. They’re also a great supplement for the health of the box office and a great way to switch up content. Cinemas can market these films differently because most moviegoers have some relevancy with the content.
2025 saw delays in films due to the strikes of 2024 that derailed filming coupled with the rippling effects of the pandemic to lead to the release of less films. We continue to see the impacts of fewer theatrical releases than pre-pandemic numbers. As of October 1st, there have been 429 theatrical releases, which puts 2025 on track for 570 releases, one less than 2024 (Figure 1). With fewer new content theatrical releases, the box office shrinks, which directly affects cinemas. That’s where rereleases come in!
In fact, a few rereleases. KPop Demon Hunters, dubbed “Netflix’s Frozen,” was #1 at the box office the weekend of August 22nd-24th. Although it originally debuted via streaming, with limited showings, the weekend-only release of the sing-a-long version produced $18M at the box office while new release Honey, Don’t! generated $3M at the box office the same weekend.
Competing With The Couch 🛋️
Since the advent of streaming, cinemas are constantly competing with the comfort of watching a film from home. Exhibition has found incremental ways to entice moviegoers back into the cinema with alternative programming, like rereleases, concert films, live shows, etc. Continuing to leverage these trends leads moviegoers back into the cinema. The marketing, limited edition merch, and sense of community easily brings superfans into the cinema for these viewings, but the real challenge is casual fans. Eventizing rereleases is the key to creating that FOMO feel that viewers from superfans to one-time viewers won’t want to miss out on!
Event Cinema 🤩
How do you create that FOMO feeling? Events + activations at your cinema! Many rereleases have a nostalgia factor you can easily lean into for marketing + activations. Your cinema can create budget conscious marketing campaigns and activations with giveaways, trivia, cosplay, and F+B opportunities for moviegoers.
Unlike new releases, there’s much more content for your cinema to play with. Are there iconic lines or scenes from the film like in Twilight? Meme them. Does the film take place in a recognizable location like beaches in Jaws? Decorate your cinema on theme. Is the studio offering exclusive prize packs like for Pride & Prejudice? Create your own giveaway.
Because rereleases are typically one weekend or one day, investing in a full-fledged lobby takeover may not fit your cinema’s marketing budget. Repurpose + leverage existing materials, promotions, + ideas. Dr. Seuss’ How The Grinch Stole Christmas marks its 25th anniversary this year. Here are a few ideas for your cinema:
🎄 Use your cinema’s Christmas decorations to create a vignette in your lobby dedicated to the Grinch. Encourage moviegoers to take photos + tag your cinema when posting to socials.
🎄 If your cinema has a bar, rename your cocktails Mount Crumpit, the Grinch Special, or Christmas Mayhem. If you don’t have a bar, rename your concessions combos.
🎄 Get creative with social media marketing by using polls + questions in IG/FB stories or creating IG Reels/TikToks of trends with the film's content.
Rereleases create a sense of community for fans where they can sing along to their favorite musical numbers, laugh obnoxiously at jokes they may have heard 50 times, and cry at the heart-wrenching twists they knew were coming. Plan your promotions and activations around rereleases today to create an unforgettable experience for moviegoers.
Written By Kim Coates -- Kim is the Director of Marketing + Publicity at Onni Creative. She's passionate about marketing + PR through storytelling and community. She loves to support small + midsize independent cinemas by assisting them bring in new audiences, enhance the moviegoer experience, and thrive in the exhibition industry. If you can't find her at the cinema getting popcorn with extra extra butter, she's probably traveling + visiting friends around the world or nestled up with an amazing book!
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Not sure what to post? Need help with socials? Interested in personalized social media & activation content? Find more information here or contact us at hello@onnicreative.xyz.
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