Once Upon a Time ... in Hollywood to follow in Avengers: Endgame’s ‘re-release’ footsteps

Quentin Tarantino’s Once Upon a Time ... in Hollywood hit theaters in July, and is set to make a comeback at the multiplex this October. Sony announced on Wednesday that the film will be re-released with a few more scenes added in at the end.

Starting on Oct. 25, Once Upon a Time will be back in theaters with four new scenes “bookending” the film, adding over 10 minutes to the film’s 161-minute run time.

This marks the first major film to be re-released with new material that isn’t a Marvel movie. Earlier this year, Avengers: Endgame and Spider-Man: Far From Home both went two rounds at theaters by adding new scenes. In the case of Endgame, the re-release fairly transparently served as a way to push Endgame towards breaking James Cameron’s Avatar’s box office records; Far From Home didn’t do quite as well at the box office (which is hardly saying much given Endgame became the highest-grossing film of all time), but still scooped up a few extra bucks with its re-release.

As re-releasing films becomes more common, it feels as though it may become a tool studios use both to make a little extra cash and — at least in the case of Once Upon a Time ... in Hollywood — make a stronger push for awards consideration as awards season gets into full swing.

The practice also feels like a reaction to the increasing prevalence of streaming and the waning world of physical media. This is the replacement for deleted scenes as part of the bonus features on a DVD, and while it may not be a viable strategy for all movies, it certainly works with such major blockbusters that can rely on a devoted fanbase to come through for new material.