How Do Theaters Pick The Thursday 4pm Movie Start?

Playing with Fire is opening on Thursday at 4pm

The last film I saw at 4pm on a Thursday was Joker⭐️⭐️⭐️½  which made sense to get that screening as early as possible. Today, Playing with Fire starring John Cena is the only one opening at that time. I would have thought Doctor Sleep ⭐️⭐️⭐️⭐️ would be the one given the earlier start time due to that one seeming to have more pre-buzz, but maybe it’s the PG rating vs. R that is making the decision(?)

My question is how do the theater chains decide which movie to feature at the earliest screening? It’s not that big a burning question but it seems really random. Just curious. Anybody know what determines this?

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