New Delhi, May 28 -- As the Bollywood pipeline ran dry, cinemas had turned to re-releases of older hits and screenings of live events like cricket matches to draw footfall. However, their contribution to overall revenues of movie theatres remained marginal.

While these strategies help boost audience engagement and drive food and beverage (F&B) sales, these are more stopgap measures than sustainable revenue streams even as a couple of films did better than original theatrical runs.

"We don't see a great amount of revenue coming from these alternate streams. Their overall earnings are quite miniscule compared to a new blockbuster such as Chhaava that made up 75% of all box office in the January to March quarter," Rahul Puri, managing dire...