Thursday Film Premieres Shake Up Indian Cinema, But Friday Still Holds Cultural Weight

Mumbai, September 27, 2025 – For decades, Friday has been sacred in Indian cinema, marking the start of the weekend and promising three days of box-office buzz. But a growing trend is rewriting the script: Thursday releases are emerging as a strategic tool for filmmakers aiming to maximise collections and fan engagement.

The Rise of the Thursday Release

Thursday premieres are no longer anomalies. South Indian blockbusters like Mirai and L2: Empuraan, and Pawan Kalyan’s massive hit They Call Him OG, have shown that an early launch can generate hype, fan frenzy, and an extended weekend box-office window.

Bollywood, traditionally Friday-centric, is cautiously embracing the shift. Upcoming Thursday releases include Sunny Sanskari Ki Tulsi Kumari (October 2, 2025) and major pan-India films like War 2, which released on a Thursday to leverage Independence Day.

Why Producers Are Betting on Thursday

Industry experts cite several advantages:

• Maximising the box-office window: Thursday releases create a four-day weekend, helping films recoup costs faster.

• Fan engagement and hype: Early screenings and previews generate social media chatter, especially for films with loyal fanbases.

• Revenue optimisation: Multiplexes can run more shows, and early collections contribute to lucrative Week One revenue shares.

Trade analyst Girish Johar explains, “Worldwide, Friday remains standard, but post-pandemic footfalls are lower. Thursday releases offer a head start, especially when aligned with holidays.”

Risks and Trade-Offs

Thursday releases are high-stakes:

• Audience turnout: Non-holiday Thursdays may see lower footfalls in smaller towns.

• Cultural impact: Friday releases still carry the “weekend kickoff” vibe.

• Backfire risk: Weak films get more exposure to negative word-of-mouth, as seen with War 2.

Producer SR Prabhu adds, “Superstars can risk non-holiday Thursdays, but smaller films may falter if the content doesn’t resonate.”

Friday vs Thursday: A Strategic Balance

Experts agree that Friday isn’t going away. Siddharth P Malhotra notes, “Friday remains sacred. Thursday releases work best for extended holiday weekends.” The trend signals flexibility, not replacement, empowering producers to pick a day that maximises both revenue and audience engagement.

As Indian cinema adapts to OTT competition and evolving audience habits, one thing remains clear: content is king. But in an industry where every crore counts, that extra Thursday could be the difference between a hit and a miss.