Despite modest box office runs during their original theatrical releases, some Hindi films are now getting sequels, powered by sustained cult followings on social media, digital platforms and, in some cases, renewed interest following re-releases in cinemas.
Films like Tumbbad and Awarapan, both of which underperformed in theatres, now have sequels in the works slated for release soon. Trade experts say that while the originals lacked big numbers, the films — and in some cases their music — have steadily built audience draw over the years, explaining the push for direct sequels or new stories within the same universe.
Horror-fantasy Tumbbad earned around ₹14 crore at the domestic box office when it released in 2018, while the Emraan Hashmi-starrer Awarapan made less than ₹8 crore in 2007.
OTT discovery engine
“The audience for a film does not stop growing the day it leaves theatres. What has changed over the last few years is how films find their audience after their initial run. OTT platforms have become a powerful discovery engine,” said Ashish Misra, head of commercialisation, Cinepolis India.
“When producers greenlight a sequel to such a film, they are essentially responding to validated demand. The original has already done the hard work of building affinity and awareness, just on a different platform and over a longer timeline. From an exhibitor’s perspective, this creates a commercially sound proposition because the sequel arrives with a pre-built, invested audience rather than needing to create awareness from scratch,” Misra added.
Bhuvanesh Mendiratta, managing director, Miraj Entertainment Ltd, agreed. Even if these films didn’t work theatrically at the time, many have built strong recall over the years through OTT and satellite exposure.
Tumbbad, for instance, saw a far stronger response during its September 2024 re-release, crossing ₹20 crore — demonstrating how audience discovery can translate into renewed theatrical demand. Similarly, Awarapan’s music continues to enjoy a cult following, keeping the film alive in popular culture, Mendiratta added.
To be sure, the core audience for these sequels comprises viewers who first watched the originals on OTT and developed an emotional connection. Many may not have even been aware of the theatrical release the first time around.
Alongside this core sits a discovery layer — particularly younger audiences engaging with content through social media, recommendation algorithms and peer conversations.
Expectation trap
That said, sequels to former underperformers carry a quiet pressure. When a film hasn’t proven itself theatrically the first time, its sequel enters a space where expectations are both softer and sharper — softer in numerical terms, sharper in emotional honesty.
According to media consulting firm Ormax Media, franchise films accounted for 50% of the Hindi domestic box office in 2024 but declined to 33% in 2025 despite higher supply, indicating a clear demand-side correction.
While franchises continue to drive stronger openings and dominate the top end, their success increasingly hinges on novelty and execution rather than IP recall alone. The drop underscores that franchises are not guaranteed winners, with audiences evaluating films on content merit over familiarity.
Creative risk
“There’s also the question of memory. When a film becomes a cult favourite, it lives differently in people’s minds. It becomes more personal, more subjective. A sequel has to navigate that carefully. It’s no longer just engaging with the original text, but with the audience’s version of it,” said writer, filmmaker and creator Priyanshu Modi.
“At the same time, there’s an opportunity hidden in this challenge. Since the first film didn’t rely on spectacle-driven success, the sequel doesn’t have to either. It can lean into atmosphere, writing, performance. But that requires a certain confidence, which is not always easy in a theatrical landscape driven by immediacy. So the risk is real. But it’s a creative risk more than a commercial one,” Modi added.