You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Thursday Is Hollywood's New Friday as Weekend Expands Add an Asterisk to Opening-Weekend Haul for 'Hunger Games: Catching Fire' , Published on December 06, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.