The Resurgence of Paid Previews: A Game Changer for Bollywood Releases
The Rise of Paid Previews in Hindi Cinema
Paid previews are making a notable return, a trend that has been prevalent in Southern cinema and Hollywood, and is now gaining momentum in the Hindi film sector. Aditya Dhar’s Dhurandhar: The Revenge has opened new doors for filmmakers and cinema operators to consider paid previews for major releases. With a strong pre-release buzz, the team behind Akshay Kumar’s Bhooth Bangla announced paid previews starting at 9 PM on April 16, which received a positive response. These previews not only boost ticket sales but also create excitement and enhance word-of-mouth promotion for the film.
Paid Previews: A Trend Revisited
Paid Preview Trend Makes a Comeback
Before Dhurandhar 2, films such as Aamir Khan’s 3 Idiots, Shah Rukh Khan and Deepika Padukone’s Chennai Express, and Shraddha Kapoor and Rajkummar Rao’s Stree 2 thrived through paid previews. While the espionage thriller featuring Ranveer Singh outperformed its predecessors, Stree 2 also made a significant impact on its opening weekend. Ashish Misra, Head of Commercialisation at Cinepolis India, noted that Hindi cinema is gradually adopting the paid preview model, which has long been a norm in South Indian and Hollywood markets.
Paid Previews: No Longer an Experiment
Paid Previews No Longer an Experiment
Reflecting on the successful trend set by Dhurandhar 2 and Stree 2, Misra stated, “Dhurandhar 2 hosted over 12,000 paid preview shows across the country, a scale comparable to the full release day of most Hindi films. Stree 2 earned around 9 crore net from 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 strategy.”
High Occupancy Rates During Paid Previews
Dhurandhar 2 and Stree 2 Achieve 75-80% Occupancy
Commending Dhurandhar 2 for its revenue boost through its paid preview, Gautam Dutta, CEO of Revenue and Operations at PVR INOX Ltd, explained that paid previews significantly contribute to early profits, especially for highly anticipated films. He revealed that the theatre chain sold over 2 lakh tickets for the paid preview of Dhurandhar 2, which he deemed ‘truly impressive and indicative of their real value as a revenue enhancer, even before the main release cycle begins.’ Dutta noted that evening shows lead to strong attendance and amplify their impact. High-demand titles like Dhurandhar: The Revenge and Stree 2 experienced 75 to 80 percent occupancy during preview screenings, which is remarkable for what is essentially an evening-only window.
Paid Previews Alleviate Opening Weekend Pressure
Paid Previews Reduce Pressure on Opening Weekends
The full theatres during paid previews indicate a shift in Hindi cinema. The dynamics of the box office are changing. Dutta remarked, “Paid previews will transform the Indian box office in lasting ways. They help distribute audience attendance more evenly, reduce the pressure on opening weekends, and create a fairer platform for various types of content to reach their intended audience. In the long run, this could lead to a more stable and diversified theatrical business.”
Paid Previews: A Tool for Audience Insight
Paid Previews Are Best to Gauge Audience Taste
Ashish Misra from Cinepolis believes that paid previews are likely to remain a staple. “There is a clear demand for exclusive, early experiences,” he stated, adding that if scheduled thoughtfully and supported by strong content, paid previews provide value to both audiences and the industry, ‘making them a sustainable trend moving forward.’ He noted, “Moreover, brands are increasingly engaging with paid previews, as they create a highly targeted environment with deeper, more meaningful audience interaction.”
Paid Previews Favor Big Films
Paid Previews Benefit Big Films, Not Smaller Ones
Bhuvanesh Mendiratta from Miraj Cinema agreed that while paid previews are advantageous, they primarily benefit big-budget, star-driven, and franchise films where there is significant anticipation and audience interest. “For smaller or content-focused films, this model may not always yield results due to price sensitivity in the Indian market,” he concluded.
Ticket Pricing Influences Box Office Success
Ticket Pricing Significantly Influences Box Office Performance
Dhurandhar 2, being one of the most anticipated films of 2026, sold tickets at Rs 3000 and above in metropolitan areas. Nevertheless, the audience was eager to attend. Similarly, for Stree 2, ticket prices exceeded the Rs 1000 mark, yet premium theatres were fully booked. In a shift, Bhooth Bangla’s paid preview tickets are relatively more affordable. Will this lead to increased attendance? We will have to wait and see which pricing strategy favors paid previews – high or low ticket prices.