The Los Angeles Times reports that Wednesday is the new Friday for the rest of the summer, as many of the remaining major studio releases are getting a jump start on the weekend by opening a few days early. This week, of course, Pineapple Express and Sisterhood of the Traveling Pants 2 are opening on Wednesday so as not to compete with the Olympics, which begin on Friday, but they’re setting a trend that will last through at least August, and possibly beyond. 

Pineapple Express has been getting a lot of buzz (pun intended) as comedy giant Judd Apatow’s latest production. It stars a couple of stoners played by “Every Man Du Jour” Seth Rogen and James Franco, whom we’re more used to seeing in military rolls or playing Green Goblin Jr. in Spiderman. Fans are eager to see how this film stacks up against Tropic Thunder, which will be released next Wednesday.

The Sisterhood of the Traveling Pants 2 could probably open at 3 am on a Monday morning and still do well with its fan base. Those who are devoted to Anne Brashares’ young adult books, which include many females from eight to eighty, are looking forward to seeing what their four favorite teenage friends are up to this summer. "Gossip Girl" Blake Lively, "Ugly Betty" America Ferrara, "Gilmore Girl" Alexis Bledel and "Joan of Arcadia" Amber Tamblyn had fabulous chemistry in the first installation, but can they maintain it through the second?  A modest rollout of 2,667 should see a strong per theater average.

Even some of the indies are jumping on the mid-week opening bandwagon. Sixty Six, a sweet film about a British boy’s much anticipated Bar Mitzvah coinciding with England's 1966 appearance in the World Cup finals, also opens Wednesday. Starring Helena Bonham Carter and a castful of British stalwarts, the film already has a following from its British release, as well as the Jewish film festivals its played.

Bottle Shock, a wine-tasting drama many are comparing favorably to Sideways, will also open in limited release on Wednesday. It has a stellar cast that includes Chris Pine, Allen Rickman, Bill Pullman, Rachael Taylor, Freddy Rodriguez, Dennis Farina, Eliza Dushku, and Bradley Whitford.

Those holding out for Friday openings can look forward  beer, bikers and broads movie Hell Ride, complete with Dennis Hopper and Michael Madsen back on their choppers; and Beer for My Horses, a good ole' boys road trip movie with Toby Keith, Ted Nugent, Gina Gershon and Tom Skerritt.