There was a time when theaters used to show only four shows a day, usually starting around 11:30 am or 12 noon. But the system changed with the advent of multiplexes. Exhibitors began experimenting with 9:00 am and 10:00 am shows, and the strategy worked. For high-profile releases, theaters began holding earlier showings at 8:00 am, 7:00 am, and, in some cases, even 5:00 or 6:00 am. However, Tamil Nadu is the only state where early-morning shows are strictly regulated. Here, the first regular show usually starts around 10:30 or 11:00 am. For mass releases, producers and distributors seek special permission from the state government, after which theaters are usually allowed to start shows from 9:00 am.
Will Chief Minister Vijay bring back Tamil Nadu’s 4 am FDFS culture? Exhibitors made an emotional appeal: “Morning shows are the lifeline of cinemas”.
However, in recent times shows at or before 4:00 am have not been allowed in Tamil Nadu. The last major incident happened between Ajith Kumar during Pongal 2023 Thunivu and of victory heir. Whereas Thunivu Shows started as early as 1:00 am in Tamil Nadu, heir Screening was allowed from 4:00 am. However, the celebrations took a tragic turn when a fan of Ajith died while celebrating the release Thunivu. The episode prompted the state government to ban morning shows.
Since then, Biggie’s first show starts at 9:00 am. Meanwhile, in other states like Karnataka, Tamil Nadu and even centers like Mumbai, audiences get to watch much-awaited superstar-driven movies at 6:00 am or even earlier, creating a strange and bizarre situation. As a film lover from Tamil Nadu told us, “Rajinikanth, Vijay and Ajith are heroes of our state. They became heroes here, but we don’t get to see their films first. Audiences from other places have seen the film and by the time our show starts here, they have already shared their reviews.” It is also common for fans living in the border areas of Tamil Nadu to travel to neighboring states to watch the first day, first show. For example, film buffs from Coimbatore head to Palakkad, Kerala, just 60 kilometers away, so they can watch their favorite star’s film before sunrise.
Yesterday, on May 10, a historic development took place in Tamil Nadu when Thalapathy Vijay took oath as the Chief Minister. He has been a member of the entertainment circle and as a result, exhibitors expect him to resume morning shows for upcoming big films.
Ruban Mathivanan, GK Cinemas, Chennai, said, “This is a welcome change. We are hopeful that the new government will take all important steps to save the cinema industry and theatres.”
When asked about the 4:00 am shows, he replied, “These morning shows were the lifeline of cinemas. They kept us ahead amid competition from OTTs. In fact, they were a major factor that differentiated us from OTTs. They showcased the charm of cinemas in all its glory.”
Film exhibitor and distributor Akshay Rathi said, “The morning shows for superstar films that used to happen in Tamil Nadu and continue to happen in Andhra Pradesh and Telangana are not just about maximizing revenue. They are a part of the cultural ethos of the cinema-going tradition. By removing it, we have destroyed the cultural aspect of cinema that existed in these states for so many years. I am sure Thalapathy Vijay will fulfill his responsibilities as Chief Minister and focus on governance. But Being from the entertainment fraternity, I really hope that he will also pay special attention to the culture and cinema of the state, and help take Tamil cinema not only to the grassroots of Tamil Nadu but to the entire country and the world in a way that only political will and tailwinds can enable.
He further added, “I really want his coming to power to usher in a golden age of Tamil cinema, where great cinema is created and well supported, filmmakers and producers are given the freedom and encouragement to do their best. But he also gives that extra incentive that sometimes only political tailwinds can enable. As our honorable Prime Minister says, the entertainment industry is the soft power of the nation. So, I hope he works with the Tamil fraternity on one hand and On the other hand, we can work in coordination with the I&B Ministry to take Tamil cinema beyond its current boundaries and markets.
Jana Naygan: Loading soon?
Vijay has left cinema and his last unreleased film, Jan NayganHope to see the light of day soon. Ruban Mathivanan said, “We are hoping that it will release on May 21 or May 28. It will be a celebration!”
Sadly, the film was leaked last month and on this Ruban said, “It won’t be an issue at all. The film will open with a bang.”
Akshay Rathi confirmed, “Looking at the excitement that his fans have because of his political debut, I think at least in terms of the beginning, Jan Naygan It will be quite historic. There is talk on social media that the initial slate, which usually reads ‘Thalapathy Vijay’ for his films, should be changed to ‘Chief Minister Vijay’ for Jan Nayakan. If that happens, it will be very interesting!”
