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Why Netflix Is Releasing Movies Mid-week (Not Just Fridays)

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Some of Netflix’s most recent movies have been released on Wednesdays rather than Fridays – but why? Let’s take a look at how this works.

Netflix adds new content to its catalogue every week, but lately, it has been releasing many of its biggest movies on Wednesdays instead of Fridays – and here’s why. Netflix makes sure its subscribers will always have a variety of movies and TV shows to enjoy by adding different content every week, both licensed and original. However, what sparks the most interest in Netflix’s list of TV shows and movies are its original productions, which cover a variety of genres and all ages.

The streaming giant is home to popular movies like Bird Box, The Old Guard, and Extraction; some unexpected hits like Murder Mystery and Spenser Confidential; and even movies from some of the best filmmakers in the industry, as are Spike Lee’s Da 5 Bloods and Martin Scorsese’s The Irishman. Although Netflix adds movies and TV shows throughout the week, it usually keeps its biggest releases for Friday, as to give the audience time to enjoy them over the weekend – but in recent weeks, the platform has opted to drop its most anticipated movies on Wednesdays.

Movies like the psychological thriller The Devil All The Time, the mystery movie Enola Holmes, and the drama The Boys in the Band have been released on Wednesdays rather than Fridays, breaking Netflix’s previous model of saving them for the end of the week. Netflix hasn’t said anything about this change, which might have not been noticeable for most viewers, but it might have to do with its all-important algorithm. However, this move is not that uncommon in the film industry, and Netflix could benefit more from releasing its most-anticipated movies on Wednesdays.

Many studios have opted to release some of their most important movies on Thursdays rather than Fridays in order to beat the Friday rush and increase box office numbers (especially those of the opening weekend, which play a big role in the success or failure of a movie, and with that whether they get sequels or not). Releasing one day earlier also allows for reviews and early opinions to spread and thus draw more viewers in, which is why this move can be beneficial for Netflix. By releasing big movies on a Wednesday, Netflix can generate more hype (through marketing, reviews, opinions shared on social media, and more), thus drawing a bigger audience in by the time the weekend comes.

Given Netflix’s secrecy with its viewership numbers, it’s not possible to know right away if this move is working in the platform’s favor or not, but if theatrical releases are any indication, Netflix will surely continue dropping big movies on Wednesdays for a while. What Netflix subscribers can be sure of, however, is that the streaming giant still has a long list of original content to share for the rest of the year, so they only have to keep an eye out for release dates.

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