The Resurgence of Paid Previews in Hindi Cinema

The trend of paid previews is making a significant comeback in Hindi cinema, with films like 'Dhurandhar: The Revenge' and 'Stree 2' leading the charge. This strategy not only enhances ticket sales but also builds excitement and word-of-mouth buzz. Industry experts highlight that paid previews are no longer experimental but are becoming a vital part of the box office landscape, helping to distribute audience attendance more evenly and reduce pressure on opening weekends. As cinemas adapt to this trend, the impact on revenue and audience engagement is expected to be profound. The future of paid previews looks promising, especially for big-budget films, while their effectiveness for smaller productions remains to be seen.

By Narendra Chaudhary Apr 16, 2026, 14:58 IST

Paid Previews Make a Comeback

Paid previews are regaining popularity in the Hindi film industry. While audiences in South Indian cinema and Hollywood have long embraced the concept of watching films a day early, the Hindi market is now catching up. Aditya Dhar’s Dhurandhar: The Revenge has opened new avenues for filmmakers and cinema owners to explore paid previews for significant releases. With a positive buzz surrounding its release, the team behind Akshay Kumar’s Bhooth Bangla has also announced paid previews starting at 9 PM on April 16, which have received a warm reception. These previews not only boost ticket sales but also enhance excitement and generate word-of-mouth publicity for the films.

The Trend of Paid Previews

Paid Preview Trend Makes a Comeback

Before Dhurandhar 2, films like Aamir Khan’s 3 Idiots, Shah Rukh Khan and Deepika Padukone’s Chennai Express, and Shraddha Kapoor and Rajkummar Rao’s Stree 2 successfully utilized paid previews. Among these, the espionage thriller featuring Ranveer Singh led the pack, while Stree 2 also significantly contributed to its opening weekend earnings. Ashish Misra, Head of Commercialisation at Cinepolis India, noted that Hindi cinema is finally adopting paid previews, a practice that has been standard in South Indian and Hollywood films for years.

Paid Previews: A New Norm

Paid Previews No Longer an Experiment

Discussing the positive impact of Dhurandhar 2 and Stree 2, Misra stated, “Dhurandhar 2 ran over 12,000 paid preview shows nationwide, comparable to the full release day of many Hindi films. Stree 2 garnered around 9 crore net from its previews in 2024, while Dhurandhar 2 achieved nearly five times that amount. For Hindi cinema, paid previews are evolving from an experiment to a crucial part of the box office narrative.”

High Occupancy Rates

Dhurandhar 2 and Stree 2 Achieve 75-80% Occupancy

Gautam Dutta, CEO of Revenue and Operations at PVR INOX Ltd, praised Dhurandhar 2 for its impressive revenue from paid previews, explaining that they provide a significant share of early profits, especially for highly anticipated films. He revealed that over 200,000 tickets were sold for the paid preview of Dhurandhar, showcasing their value as a revenue booster before the main release. Dutta noted that high-demand films like Dhurandhar: The Revenge and Stree 2 experienced 75 to 80 percent occupancy during these previews, which is remarkable for evening-only screenings.

Reducing Opening Weekend Pressure

Paid Previews Alleviate Opening Weekend Pressure

The strong turnout during paid previews indicates a shift in Hindi cinema. Dutta emphasized that this trend is beneficial for the box office, stating, “Paid previews will transform the Indian box office in significant ways. They help distribute audience attendance more evenly, lessen the pressure on opening weekends, and create a fairer platform for diverse content to reach its intended audience. This could lead to a more stable and varied theatrical market in the long run.”

Audience Engagement and Revenue Maximization

Paid Previews Help Gauge Audience Preferences

Bhuvanesh Mendiratta, MD of Miraj Entertainment Ltd, believes that early screenings allow for better audience feedback, enabling cinemas to optimize operations and maximize revenue. He explained that targeting the ‘soft Thursday slots’ can lead to significant additional collections nationwide. Paid previews also allow for premium pricing, raising average ticket prices while extending the opening window and increasing overall revenue per film.

Targeting Big Films

Paid Previews Favor Big Productions

While Mendiratta acknowledged the benefits of paid previews, he noted that they are most effective for big-budget, star-driven, and franchise films with strong audience anticipation. He cautioned that smaller or content-focused films may not benefit as much due to price sensitivity in the Indian market.

Ticket Pricing Trends

Ticket Prices Impact Box Office Success

Ticket pricing is crucial for box office performance. Dhurandhar 2, one of the most anticipated films of 2026, sold tickets for Rs 3000 and above in metro areas, yet audiences were eager to attend. Similarly, Stree 2 saw ticket prices exceed Rs 1000, but premium theaters were fully booked. In contrast, Bhooth Bangla is offering more affordable paid preview tickets. It remains to be seen whether higher or lower ticket prices will lead to greater attendance.