New Delhi, July 16 -- A craving for nostalgia and the clout of social media have combined to give new life to old films.

Viewership for old films on streaming platforms is surging, driven by re-releases in theatres and the emergence of content around movies and music from yesteryear on social media. This has benefitted hit Bollywood titles such as Sholay, Mughal-e-Azam, Jab We Met, Raja Hindustani and Amar Akbar Anthony.

Executives said this is a mix of evolving audience behaviour, fan-led digital chatter and marketing strategies, coupled with the return of some of these films to the cinemas. Even some films that hadn't worked on their initial run have found a cult following over the years.

"A renewed interest in classic titles has def...