Indian cinema operators are observing a notable shift in viewing habits, as films increasingly maintain strong attendance throughout the work week rather than relying solely on weekend box office performance. Industry experts note that audiences are becoming more selective, prioritizing positive word-of-mouth over initial marketing hype. This trend is visible across both major blockbusters and mid-budget regional productions. To capitalize on this shift, theatre chains are implementing dynamic strategies, including location-specific pricing, flexible showtime allocations, and sustained social media campaigns that extend well beyond a film's opening day. Executives from major chains like PVR INOX and Cinépolis suggest that weekdays now serve as a critical indicator of a movie's genuine appeal. By leveraging data on occupancy and local preferences, exhibitors are successfully transforming mid-week slots into viable opportunities for sustained theatrical runs, moving away from the traditional reliance on the Friday-to-Sunday rush.
Source : Livemint
Photo : Livemint
