After a thunderous opening day that shattered expectations, Ranveer Singh’s spy thriller Dhurandhar has become the talk of Mumbai’s cinema halls — so much so that several theatres are now screening the film around the clock. From 1 AM and 4 AM shows to full early-morning lineups, exhibitors have re-programmed screens to match unprecedented demand and sustained word-of-mouth. The film’s energetic run and audience appetite have transformed late-night cinema into a new battleground for box-office dominance.
Trade estimates that once forecast a modest opening range were rapidly overturned when the film debuted with a blockbuster first day. That surprise start has encouraged theatre owners to add multiple late-night and pre-dawn shows to capitalise on momentum, keep audiences engaged, and offer flexibility to fans who want to catch the film outside traditional timings. For many cinemas in Mumbai, Dhurandhar is no longer an evening feature — it’s a 24-hour event.
Dhurandhar’s Blockbuster Opening: A Shock to the Trade
The movie opened far beyond early projections, delivering one of the strongest starts this year. Industry watchers had conservatively placed the opening in a mid-range bracket, but the film’s initial numbers and immediate buzz defied expectations. The strong start is being attributed to a combination of Ranveer Singh’s star pull, a high-impact trailer campaign, and positive early word that spread fast across social and offline circles.
Opening day success often dictates a film’s trajectory in its first week, and for Dhurandhar the early metrics signalled a potentially long and lucrative run. Exhibitors responded quickly, expanding the number of daily shows and introducing unconventional time slots to accommodate both avid fans and casual viewers who wanted to experience the film at quieter hours or with premium formats like IMAX and premium large formats.
Post-Midnight Madness: Why Theatres Are Screening 24/7
Adding post-midnight and early-morning shows is a strategic move by theatre chains seeking to maximise capacity utilisation and revenue per screen. When a single title drives sustained demand across multiple time windows, exhibitors are incentivised to program it continuously — especially at multiplexes and single-screen cinemas that can adapt schedules rapidly. For Dhurandhar, the combination of audience curiosity and repeat viewership created the perfect reason to keep screens rolling.
These late shows also cater to a diverse audience profile: night-owl viewers, shift workers, college students, and superfans who treat midnight screenings like an event. Theatres offering multiple daily slots — including 1:30 AM, 1:50 AM, 4:00 AM, and even dedicated IMAX morning shows — ensure that no potential viewer is left out. The result is packed auditoriums at odd hours and a cultural sensation where cinema becomes a round-the-clock social experience.
Box-Office Numbers and Momentum
Dhurandhar’s opening numbers have been a major talking point. The film posted an opening day collection substantially higher than pre-release expectations, giving it instant momentum for the weekend and beyond. Early box-office strength typically translates into wider release and longer theatrical stays, which in turn stimulates ancillary revenues like food and beverage sales, merchandising, and late-night premium screenings.
More importantly, a robust opening day signals confidence to distributors and regional exhibitors, encouraging them to increase screen counts or extend showtimes in key urban and suburban circuits. For Dhurandhar, the ripple effect of its opening is visible in the way smaller neighbourhood cinemas have added extra shows alongside established multiplex chains, creating a city-wide phenomenon.
Exhibitors’ Strategy: Supply, Scheduling and Show Formats
The decision to add dozens of late shows is underpinned by careful programming and an eye on yield management. Exhibitors evaluate demand patterns hour by hour and plug the slots that promise the highest occupancy. By offering IMAX or premium large format shows during early morning hours, theatres tap into premium pricing even outside conventional peak times. This flexible scheduling model helps offset the risk of low daytime occupancy and balances the theatre’s overall daily revenue mix.
Additionally, some chains have introduced bundled offers, loyalty-point redemptions, and combo deals tied to late-night screenings to boost concession sales. These micro-strategies not only improve per-patron spend but also make the late-night experience more attractive and economical for groups and families who prefer off-peak visits.
Audience Response: Repeat Viewings and Social Buzz
Audience reaction has played a central role in sustaining Dhurandhar’s run. Early reviews, social media clips, and fan reactions have encouraged repeat viewings and created a loop of curiosity that draws more patrons to see what the excitement is about. Midnight screenings, in particular, offer a communal vibe where viewers celebrate the film’s high points together — a factor that traditional prime-time shows sometimes lack.
Word-of-mouth remains one of the most reliable drivers of box-office longevity. For Dhurandhar, enthusiastic fan discourse and viral moments have expanded the film’s reach beyond its initial demographic, bringing in audiences who may otherwise have waited for streaming release but now prefer the theatrical spectacle.
What This Means for Bollywood: Trends and Takeaways
Dhurandhar’s round-the-clock screenings point to an evolving exhibition landscape where content, timing, and audience experience intersect in innovative ways. Successful films can now trigger non-traditional show schedules that maximise returns and broaden accessibility. This development may encourage producers to time promotions and premieres strategically, aiming for an extended theatrical lifecycle rather than a short, concentrated opening window.
The phenomenon also highlights how star power, strong storytelling, and distribution agility combine to create box-office surprises. For the industry at large, Dhurandhar serves as a reminder that unconventional release strategies — including late-night pushes and staggered premium shows — can yield significant dividends when backed by genuine audience interest.
Where to Watch and Tips for Fans
Fans eager to catch Dhurandhar should check local theatre listings for added late-night and early-morning shows, as availability may change daily. Premium formats such as IMAX and PLF (premium large format) may have limited seats, so booking in advance is advisable for the best viewing experience. For those attending midnight screenings, arriving early and anticipating longer concession queues will help ensure a comfortable visit.
Finally, as the film continues to play extensively across Mumbai and beyond, viewers should expect more theatres to introduce flexible timings. Whether you’re a die-hard fan aiming for repeat viewings or a casual moviegoer drawn by the buzz, Dhurandhar’s nonstop screenings offer a rare opportunity to experience a major release whenever it suits you.
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About the Author:
Harshit Raj
