This Thursday marks the return of paid previews in Bollywood, with Akshay Kumar and Priyadarshan's Bhooth Bangla opting for the strategy after Dhurandhar The Revenge. Experts react to the move.
Paid previews, which were a staple of the industry pre-Covid, allow a film to start garnering buzz an evening prior to its release. Many blockbusters, such as Stree 2 (2024) and Chennai Express (2013), have held paid previews in the past, which not only catered to fan demand but also raised massive hype, contributing to a big day 1 total.
Trade analyst Taran Adarsh believes that paid previews will become a healthy practice again, citing Dhurandhar The Revenge's record-breaking ₹50 crores in paid previews alone. He adds that paid previews allow fans to watch the film early, who were waiting for the film and couldn't go for the morning or early shows on a Friday.
Exhibitor Akkshay Rathie echoes the same sentiment, stating that paid previews can be beneficial for films with horror elements, as the experience gets enhanced when watched in a cinema hall at night. He also mentions that some producers choose paid previews due to astrological reasons, while others do it purely on the grounds of logic, such as extended weekends or holiday periods.
