Disney+ has unveiled a major change in its release strategy for Loki Season 2, marking a departure from Marvel Studios’ usual approach.

Since its launch in 2019, Disney+ has followed a consistent pattern of releasing new episodes of its flagship shows, such as The Mandalorian, WandaVision, and The Falcon and the Winter Soldier, on Fridays.

However, this trend shifted in June 2021 with the release of Loki, as the show opted for Wednesday premieres, which continued for subsequent episodes.

Marvel Studios Introduces Release Date Surprise For Loki Season 2

At Disney’s 2023 Upfront event, Marvel Studios President Kevin Feige unveiled the premiere date for Loki Season 2 as October 6. This announcement, notably, represents a significant deviation from the established Disney+ release strategy for Marvel series.

Interestingly, the first episode of Loki Season 2 will debut on a Friday, contrary to the customary Wednesday release day for new episodes of Marvel, Star Wars, and other original series on Disney+.

Similarities With Obi-Wan Kenobi Release

The release strategy for Loki Season 2 aligns with a previous exception to Disney+’s Wednesday release pattern, observed with Obi-Wan Kenobi. The Star Wars series premiered with a two-episode debut on Friday, May 27, likely aimed at leveraging the 2022 Memorial Day holiday weekend.

Likewise, Loki Season 2’s premiere on Friday, October 6 coincides with the Columbus Day holiday weekend, indicating a deliberate move to capitalize on audiences having time off and being more likely to engage with the show.

Return To The Wednesday Schedule?

If Loki Season 2 follows the Obi-Wan Kenobi model, it is expected to revert to Wednesday releases after the premiere, with Episode 2 airing on Wednesday, October 11.

Marvel Studios has also announced that its upcoming show, Echo, will debut its entire six-episode season on Wednesday, November 29, further indicating that the shift to Friday premieres may be a temporary change.

Considering that a Friday release for the entire Loki Season 2 would lead to the final episode airing on November 10—the same day The Marvels is released in theaters—it is unlikely that Marvel Studios would risk diverting attention from either project.

The Reason Behind The Friday Premiere

Assuming Loki Season 2 returns to Wednesday releases, the show would conclude its six-episode run with a thrilling finale on November 8. This timing allows for a comfortable three-week gap before the premiere of Echo on November 29.

Given that Loki Season 2 is heavily connected to Jonathan Majors’ Kang and the setup for Avengers: The Kang Dynasty, the finale is expected to be momentous, generating substantial discussions. Placing it just two days before the release of Captain Marvel 2, known as The Marvels, might not be Marvel Studios’ preferred strategy.

Drawing a parallel with Obi-Wan Kenobi, which featured a two-episode premiere during the Memorial Day weekend, Marvel Studios could adopt a similar approach with Loki Season 2. This would offer viewers more content to enjoy during the holiday and create a one-week gap between the season finale and the release of The Marvels.