Laila Majnu: Bollywood film-maker Sajid Ali has said that the decision to re-release the 2018 film Laila Majnu nationwide was driven by public demand.

“People have been watching this film online, and there was a surge in demand for its re-release. Avinash Tiwary and I were recently in Kashmir for a vacation, where we held a fan meet-up, and there, people expressed their desire for the film’s re-release,” Ali told Patriot over phone from Mumbai.

He said that fans initially began advocating for the re-release on social media.

“After that, we decided to proceed with the re-release, setting the first show for August 2. I was pleased to see it releasing in Kashmir, a place that once had no theatres. People in Kashmir have always loved this movie. With houseful shows, screenings were increased there, which helped promote the film in other parts of the country,” said Ali, the younger brother of Bollywood director-writer Imtiaz Ali.

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The film, starring Avinash Tiwary and Triptii Dimri, is a romance drama written by Imtiaz and directed by Sajid. The 40-year-old director mentioned that the film is receiving unprecedented love for its re-release.

“I am amazed by the overwhelming response we are getting. We didn’t expect such a reaction. We’ve brought back this film after six years, and we’ve received six times more love this time,” he said.

When asked about choosing Kashmir as a filming location, Ali explained, “The script was written with Kashmir in mind. Our industry has long been captivated by Kashmir’s rich culture and spirituality. It was a natural setting for the film.” Ali praised Kashmir’s beauty.

“When we shoot in Kashmir, the scenery is so stunning that we don’t need to adjust the frame – it’s already perfect. The hospitality in Kashmir is unparalleled. Our line producer, Khawar Jamsheed, ensured the shooting process was smooth, and the region’s rich air quality kept us energised during our hectic days of shooting,” he said.

Ali credited the audience in Kashmir for the momentum that encouraged them to re-release the film in the rest of the country on August 9.

“Other places have adopted the same trend, and theatres in Delhi and Mumbai are also running houseful,” he noted.

Ali believes Bollywood continues to produce compelling stories that deserve re-release.

“The power lies with the audience – they decide what to watch and what not to,” he said.

He emphasised the value of re-releasing films.

“Re-releases can also benefit producers, as good films can continue to perform well even after their initial week, and people will still enjoy watching them,” said Ali, who has co-directed the web like Amar Singh Chamkila and Cocktail. Ali expressed regret of not having watched the film with actor Rishi Kapoor, who starred in the 1976 version of Laila Majnu.

“I avoided watching the earlier film before making mine to avoid any unintentional copying. I wished we could have watched it together and gotten his feedback, but he was unwell at the time,” said Ali.

The re-release this year has earned more money than the initial release in 2018. He also credited the film’s music for its enduring popularity.

“The music has been the lifeline of the film. My music composers are superstars, and their work has kept the film relevant. Lyricist Irshad Kamil’s words have also played a magical role,” he said.

Ali highlighted that OTT platforms and cinema are not rivals.

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“The best and free version of our film is available on YouTube. People, especially students, still come to see our film in theatres, even though they can watch it on their phones for free. OTT has kept our film alive. Otherwise, it might have been forgotten,” said Ali, who is married into a Kashmiri family.

Originally from Jamshedpur in Jharkhand, Ali mentioned that Delhi holds a special place in his heart. “My brother studied in Delhi. I love visiting Delhi and am impressed by its cultural richness and infrastructure. I particularly enjoy Delhi’s street food, butter chicken, and kebabs. The city’s monuments are also fascinating as they tell a story,” he shared.

Ali expressed his gratitude to fans for making the film a success once again.