It’s a play on nostalgia and FOMO as an advertising / service offering to get people back into theaters. Their decline due to digital / streaming has been exacerbated by the pandemic, so that’s why you see / hear about this a lot more now.

Personally, I think it’s the right call because I’ve been loving seeing or re-seeing classics in the theater. The experience is nice and like the other poster mentioned, helps me feel more connected to the fanbase. Definitely going to see this!