diff --git a/addons/website/__init__.py b/addons/website/__init__.py
index 7d96f2f6742..70ad0464eac 100644
--- a/addons/website/__init__.py
+++ b/addons/website/__init__.py
@@ -39,8 +39,6 @@ def uninstall_hook(env):
 
 
 def post_init_hook(env):
-    env['ir.module.module'].update_theme_images()
-
     if request:
         env = env(context=request.default_context())
         request.website_routing = env['website'].get_current_website().id
diff --git a/addons/website/__manifest__.py b/addons/website/__manifest__.py
index ed00569e3a8..7b4b2a7c6e7 100644
--- a/addons/website/__manifest__.py
+++ b/addons/website/__manifest__.py
@@ -115,6 +115,8 @@
         'views/neutralize_views.xml',
         'wizard/base_language_install_views.xml',
         'wizard/website_robots.xml',
+        # Replaces a post_init_hook that should be run on upgrade too.
+        'data/update_theme_images.xml',
     ],
     'demo': [
         'data/website_demo.xml',
diff --git a/addons/website/data/update_theme_images.xml b/addons/website/data/update_theme_images.xml
new file mode 100644
index 00000000000..f3f87e4f62d
--- /dev/null
+++ b/addons/website/data/update_theme_images.xml
@@ -0,0 +1,5 @@
+<?xml version='1.0' encoding='utf-8'?>
+<odoo>
+    <function model="ir.module.module" name="update_theme_images">
+    </function>
+</odoo>