After a three-year break, Tamil Nadu has reopened the doors to early-morning screenings. While the decision has sparked excitement among fans, producers and theatre owners, it also raises an important question: Can Kollywood revive its biggest theatrical tradition without repeating the mistakes of the past?*
There was a time when a major Tamil film release began long before sunrise. Outside theatres, enormous cut-outs, colourful banners, drums, fireworks and enthusiastic fan gatherings turned an ordinary morning into a celebration. For thousands of fans, watching their favourite star’s film at the crack of dawn was not merely about being among the first to see it. It was an emotion, a ritual and, in many ways, an extension of their admiration for the star.
That familiar spectacle is now set to return to Tamil Nadu. The state government, led by Chief Minister C Joseph Vijay, has permitted theatres to screen up to six shows a day for newly released Tamil films during their first week, with screenings allowed between 6 am and 2.30 am the following day. The additional screening allowance also applies to weekends, public holidays and local festival days.
The decision, announced on November 3, follows representations from the Tamil Film Active Producers Association, Tamil Film Producers Council and Tamil Nadu Theatre and Multiplex Owners Associations.
For the Tamil film industry, this is more than a change in theatre timings. It is the return of a theatrical culture that has been missing from the state’s release calendar for nearly three years.
The end of a three-year wait
Early-morning screenings became an integral part of Tamil cinema’s star-driven release culture. Films featuring Rajinikanth, Vijay, Ajith Kumar, Kamal Haasan and other major stars often witnessed extraordinary fan celebrations, with audiences queuing outside theatres hours before the first show.
However, the practice came under scrutiny following a tragic incident during the release of Ajith Kumar’s ‘Thunivu’ in January 2023.
A 19-year-old fan, Bharath Kumar, died after falling from a moving truck during celebrations in Chennai. The incident prompted the then DMK government to stop early-morning screenings, citing public safety and law-and-order concerns.
The restrictions changed the release-day experience for Tamil cinema fans. While regular theatrical screenings continued, the absence of 4 am, 5 am and 6 am shows left a gap in the state’s first-day-first-show culture.
Interestingly, Tamil films continued to enjoy early screenings in several other markets, including neighbouring states and overseas territories. This meant that reviews, audience reactions and social media discussions often began circulating before audiences in Tamil Nadu had watched the film.
For an industry where opening-day conversations can influence a film’s commercial prospects, this became a growing concern.
Why the industry wanted the early shows back
The demand for early-morning screenings was not driven by fan sentiment alone. There was also a significant commercial argument.
A major star’s film can generate considerable advance-booking interest, particularly during festival releases and long weekends. Restricting the number of available screenings during the opening period could mean losing potential audiences to other markets or leaving demand unmet.
For theatre owners, every additional show represents an opportunity to accommodate more moviegoers and improve screen utilisation. For producers and distributors, the opening weekend remains a crucial period in determining a film’s theatrical momentum.
The industry’s representatives also argued that Tamil films were being placed at a disadvantage when overseas and neighbouring-state audiences could watch them earlier.
With the revised rules, Tamil Nadu is attempting to bring its theatrical release schedule closer to the timings followed in other major markets.
However, the additional shows alone cannot guarantee a bigger opening. The film’s content, audience response, ticket availability and word of mouth will continue to determine its performance.
A new opportunity for the next generation of star celebrations
The return of 6 am shows also raises an interesting question about the future of fan culture.
For years, first-day-first-show celebrations have been among the most recognisable aspects of Tamil cinema. Fan associations have treated major releases almost like festivals, organising special gatherings, decorating theatres and celebrating their favourite actors.
The early-morning slot gives these celebrations a familiar setting once again. For younger fans who have experienced the restrictions since 2023, this could be their first opportunity to witness the traditional early-morning theatrical atmosphere in Tamil Nadu.
At the same time, the experience is no longer limited to a few established superstars. Films featuring emerging actors and unconventional subjects could also benefit from the additional screening window, provided they generate sufficient audience interest.
The challenge for the industry will be to make early shows a sustainable exhibition opportunity rather than an exclusive privilege reserved for films with enormous fan followings.
The business of six shows: Will theatre owners benefit?
The decision could provide some relief to exhibitors, who have repeatedly highlighted the financial pressures facing cinema halls.
Rising operational expenses, changing audience preferences, competition from streaming platforms and fluctuating theatrical footfalls have made the exhibition business increasingly challenging.
An additional show during the crucial opening week offers theatres greater flexibility in scheduling. It could also help them accommodate audiences who prefer morning screenings rather than evening or late-night shows.
But there is a catch. More shows do not necessarily translate into higher profits. A theatre needs sufficient footfall across screenings to justify the additional operational expenditure. Running an early-morning show in an auditorium with limited occupancy may not always be commercially viable.
The success of the new arrangement will therefore depend on how effectively exhibitors plan their schedules according to local demand.
Ticket pricing will also remain an important issue. The industry must ensure that greater screening availability benefits ordinary moviegoers rather than encouraging inflated prices or unauthorised ticket sales.
Safety: The biggest responsibility behind the celebrations
While the industry’s excitement is understandable, the circumstances that led to the suspension of early-morning shows cannot be overlooked.
The death during the ‘Thunivu’ release celebrations remains a reminder that unchecked enthusiasm can have serious consequences.
The return of early screenings must therefore be accompanied by stronger crowd-management arrangements. Theatre managements, fan associations and law-enforcement agencies will have to work together to prevent dangerous gatherings, unsafe vehicle stunts, traffic congestion and other incidents.
Fan celebrations need not disappear. However, they must take place within reasonable safety limits. The responsibility also rests with fan clubs to ensure that their celebrations do not put lives at risk. A film’s release should be an occasion for collective enjoyment, not a situation that threatens public safety.
The government and the exhibition sector will have to demonstrate that the industry has learnt from the events of 2023.
The first test begins with the festive releases
The timing of the government’s announcement has made the upcoming release calendar particularly interesting.
Suriya’s ‘Scene’ and Nayanthara’s ‘Mookuthi Amman 2’, both scheduled for November 6, 2026, are among the first releases positioned to benefit from the revised screening arrangements.
Their opening-day schedules will offer an early indication of how theatres intend to utilise the restored 6 am slot.
Beyond these films, the policy could have implications for future big-ticket releases, particularly those featuring some of Tamil cinema’s biggest stars.
The return of early shows may also encourage producers to plan their release strategies with greater confidence, knowing that they have more flexibility in accommodating opening-day demand.
More than an early-morning screening
Ultimately, the return of 6 am shows is about much more than allowing audiences to watch a film a few hours earlier.
It represents the revival of a theatrical tradition closely associated with Tamil cinema’s identity. It brings back an important part of the release-day experience, offers exhibitors additional commercial opportunities and gives producers a chance to retain more opening-weekend business within the state.
But the real measure of success will not be the number of shows scheduled or the size of celebrations outside theatres.
It will be whether the industry can create an environment where fans can celebrate freely, theatre owners can operate sustainably and audiences can enjoy films safely.
The 6 am show is back. Now, Tamil cinema has to ensure that the excitement surrounding it lasts much longer than the first-day celebrations.