Taylor Swift’s film opened Thursday, surprising (and disappointing) some fans

Or as one commented Wednesday on X (formerly Twitter), “you’re telling me I had to fight for my life on the cineplex website for opening day tickets just for her to add showtimes tmrw?”

Swift revealed the change to the film’s release schedule on Wednesday, saying, “Due to unprecedented demand we’re opening up early access showings of The Eras Tour Concert Film on THURSDAY in America and Canada!!”

Swift attended the film’s premiere in Los Angeles on Wednesday night, joined by some 2,200 fans. But on Thursday, she was back to taking in a Kansas City Chiefs game, according to an Associated Press report.

Swift has attended other Chiefs games this season to root on tight end Travis Kelce. The pair are said to have a growing relationship.

Some Swifties greeted the announcement of the film’s new Thursday release date with joy. “Taylor Swift always knows how to surprise us! Can’t wait for this incredible journey to begin!” said one.

But others were disappointed that they no longer had those first-to-see bragging rights. And they suddenly were faced with the dilemma of having to buy tickets all over again if they wanted to maintain that position. In turn, that left them with the problem of what to do with the tickets they purchased for Friday showings.

One commenter on X thought it was pretty savvy of Swift to boost the box office this way, saying the singer is “getting more sales out of her fans by moving opening night.”

Another commenter also said this was “a smart move” on Swift and her team’s part.

Not that theaters haven’t already sold plenty of seats for the film. The movie is set to have at least a $150 million opening, according to the Hollywood Reporter, and has buoyed the AMC
AMC,
+5.57%
and Cinemark
CNK,
-2.66%
chains.