Catching a Wednesday matinee on Broadway is so last year. The hot thing now is Thursday afternoon shows.
Three shows making the move are "Rodgers & Hammerstein's Cinderella," ''Mamma Mia!" and "The Phantom of the Opera." ''Matilda the Musical" may experiment with the idea later this summer.
The step is the latest to scramble the traditional eight-show Broadway week that has seen the addition of shows on normally-dark Monday, earlier curtains on Tuesday night, the scrapping of two shows on Sunday and even nine-performance weeks during holidays.
The West End in London has long had Thursday matinees.