To jargonize this term ‘rehook’ among avid movie goers, we need to know what this means if not already known. It is that movie which has a repeat audience, in the theatres, and not in a home DVD or online, and that which becomes a grosser at the box office because of repeat viewing.

Recently Dabangg crossed Three Idiots in being the highest first week grosser at the box office. But looking at the rehook factor Three Idiots could not be paralleled. A rehook movie becomes one because of so many factors – frenzied fans catching up with their favorite hero, the script, story-telling, treatment of the movie, a one-off catchy number like the ‘naka-muka’, and so many we can add to.

A recap of 2010 till date brings to our mind Tamil movies like ‘Tamil Padam’, ‘Madrasapattinam’, ‘Kalavani’ etc., which were block-busters in their own stride. Especially a movie like ‘Kalavani’ was a slow-starter, without major expectations and later picked up pace to the extent it had repeat audience. So a first week ‘housefull’ movie because of very high expectations from the production house or star cast or the director fails miserably to draw repeat-audience and thereby fails to earn the required ROI for the producer. They merely break-even due to the number of multiplex shows and the first week mania. Therefore it has become very essential for any movie to be adjudged a blockbuster based on its ‘rehook’ factor.