MUMBAI: Tuesday just got a turbocharged rebrand. Across India, theatres are no longer half-empty mid-week refuges for retirees or bored interns. Thanks to Cinema Day Tuesdays and Blockbuster Tuesdays—a nationwide Rs 99 ticket initiative—cinemas are now bursting at the seams, packing in popcorn-chomping fans like it's opening night every week.

With over 4000 screens participating, including giants like PVR Inox, Miraj Cinemas, Cinépolis India and Mukta A2 Cinemas, the scheme has sent admissions through the roof. Footfalls in many regions are now rivalling—and in some cases beating—weekend crowds.

That's right.

Tuesday is the new Sunday.

“Blockbuster Tuesdays is a result of a lot of hard work and collaboration among our industry partners... Cinemas are an indispensable part of our culture,” said Multiplex Association of India (MAI) president Kamal Gianchandani, adding that it’s more than just cheap tickets—it’s a love letter to shared storytelling.

Miraj Cinemas is reporting footfalls equal to its Sunday crowds across metros and tier two cities. Miraj Entertainment Ltd MD Amit Sharma said, “Tuesdays are turning into a celebration for movie lovers. It’s not just about pricing—it’s about reigniting the emotional connect with cinema.”

This Tuesday (22 April) alone offers a spicy mix of cinema fare. Kesari Chapter 2 with Akshay Kumar and R. Madhavan, thriller flick Sinners starring Michael B. Jordan, and Paddington in Peru for families promise to cater to every mood. Not to mention Jaat, still smashing box office charts in its second week.

At PVR Inox, the movement is doing more than just selling tickets. “The surge in F&B spends and overall engagement reflects that people aren’t just coming for the movie—they’re coming for the full theatrical experience,” said PVR Inox CEO - revenue & operations Gautam Dutta. “It’s not a trend. It’s a cultural revival.”

For Cinépolis India, it's about trust, habit, and nostalgia. MD Devang Sampat remarked, “When a student spends Rs 99 and walks out smiling, it becomes more than a transaction; it is an emotional reconnection.”

Still, not all is sunshine and samosas.

Rahul Puri of Mukta Arts highlighted the structural issues around distribution and pricing. "The Rs 99 revolution is positive but also proves value has to be in sync with expectations—and that isn’t just about ticket prices."

So, as theatres gear up for another adrenaline-charged Tuesday, one thing is clear: the big screen isn’t going anywhere. And this time, it’s got the audience to prove it.