Animation film "Macdull: Me & My Mum" was rereleased during the Qingming Holiday. The film was first released on the Chinese mainland in October 2017 and has made over 40 million yuan (5.95 million U.S. dollars). Although the second screening has not attracted much attention, it recalls good memories of film buffs.

In recent years, the second screening of classic films has not made waves with audiences. Some play the nostalgia card while others try to attract the audiences with more advanced techniques. 

Retrieve childhood: Animated films

From 2008 to 2012, Shanghai Animated Film Studio released four classics: "Calabash Brothers," "Mr Black," "Havoc in Heaven," and "The Slovenly Boy's Adventure."

The four household stories are the childhood memories of the post-80s generation.  

People are familiar with the plots, and technically, it is the "premiere" of the original animated series after re-editing.

All four animated films have done well at the box office. "Havoc the Heaven" made over 49.51 million yuan (7.37 million dollars). Most of the audiences are around their 30s.

"I'd like to feel the childish again, Monkey King was my superhero, and it recalls me a lot of carefree childhood memories," a fan commented on Douban.

Nostalgia: Cinema of Hong Kong

For a long time, the cinema of Hong Kong has retained its distinctive identity, combining traditional Chinese drama and arts with Hollywood philosophy.

"Ashes of Time" was first released in 1994, with several scenes cut out back then. Wong Kar-wai spent four years re-editing it, and in 2008, the "Ashes of Time Redux" was released with box office returns of about 27 million yuan (4.02 million U.S. dollars)

"Movie of Leslie Cheung" was also a preferred choice for second screening since he was one of the most beloved Hong Kong actors. "On Trail," "Behind the Yellow Line," "A Chinese Ghost Story" and "Days of Being Wild" were all rerun.  

Those films have long enjoyed a good reputation. For younger viewers, many may have heard the names but never got the chance to watch them in the cinema. The second screening provides them with a dating experience. 

Conversion of blockbusters

The first large-scale use of the 3D technique in commercial films was the introduction of "Avatar" in 2010. Ever since "Avatar," the 3D technique has gradually become a standard for commercial movies.

It also is the highlight of many classic blockbusters' second screening.

In 2012, the 3D version of "Titanic" was released, and crossed 950 million yuan (141.41 million dollars) in China. The 3D version of the epic sci-fi disaster film "2012" was also a hit.

In 2013, the classic "Jurassic Park" raked in 349 million yuan (51.95 million dollars) at the box office.

The technical improvements provide audiences with a breathtaking experience.