There was a time when cinemas would screen just 4 shows a day, often starting around 11:30 am or 12 noon. But with the appearance of multiplexes, the system modified. Exhibitors began experimenting with 9:00 am and 10:00 am shows, and the strategy worked. For prime-profile releases, cinemas even began organizing shows sooner than that, at 8:00 am, 7:00 am and, in some cases, even at 5:00 am or 6:00 am. Nonetheless, Tamil Nadu stands out because the only state where early-morning shows are tightly regulated. Here, the primary regular show generally begins around 10:30 am or 11:00 am. For large-ticket releases, producers and distributors seek special permission from the state government, after which theatres are frequently allowed to start out shows from 9:00 am.
Will Chief Minister Vijay bring back Tamil Nadu’s 4 AM FDFS culture? Exhibitors make an EMOTIONAL appeal: “Early morning shows are the lifeline of cinemas”
Nonetheless, shows at 4:00 am and even earlier haven’t been permitted in Tamil Nadu in recent times. The last major instance took place in the course of the Pongal 2023 clash between Ajith Kumar’s Thunivu and Vijay’s Varisu. While Thunivu had shows starting as early as 1:00 am in Tamil Nadu, Varisu was allowed to be screened from 4:00 am. The celebrations, nevertheless, took a tragic turn when an Ajith fan died while celebrating the discharge of Thunivu. This episode further prompted the state government to clamp down on early morning shows.
Since then, the primary show for a biggie starts at 9:00 am. Meanwhile, in other states like Karnataka, Tamil Nadu and even in centres like Mumbai, viewers get to catch highly-awaited superstar-driven movies at 6:00 am and even earlier, creating an ungainly and bizarre scenario. As one movie buff from Tamil Nadu told us, “Rajinikanth, Vijay and Ajith are the heroes of our state. They became heroes here, but we don’t get to see their movies first. Viewers elsewhere are done watching the film and have shared their reviews by the point our show begins here.” It is also common for fans living in border regions of Tamil Nadu to travel to neighbouring states to catch the primary day, first show. For example, Coimbatore movie buffs head to Palakkad in Kerala, situated just 60 kms away, in order that they will see the film of their favourite star before sunrise.
Yesterday, May 10, a historic development took place in Tamil Nadu as Thalapathy Vijay was sworn in because the Chief Minister. He has been a member of the entertainment fraternity and in consequence, exhibitors are hopeful that he’ll resume the early morning shows for upcoming biggies.
Ruban Mathivanan of GK Cinemas, Chennai, said, “It is a welcoming change. We hope the brand new government does all of the necessary stuff to save lots of the cinema industry and theatres.”
When asked concerning the 4:00 am shows, he replied, “These early morning shows were the lifeline of cinemas. They kept us going amid the competition from OTT. Actually, they were a significant component that separated us from OTT. They displayed the charm of cinemas in all its glory.”
Film exhibitor and distributor Akshaye Rathi explained, “The early morning shows that used to happen in Tamil Nadu and proceed to happen in Andhra Pradesh and Telangana for superstar movies aren’t nearly maximizing revenue. They’re a component of the cultural ethos of the cinema-going tradition. By taking that away, we have now chipped away at a cultural aspect of cinema that was present in these states for therefore a few years. I’m sure Thalapathy Vijay will perform his responsibilities as Chief Minister and give attention to governance. But being from the entertainment fraternity, I actually hope he also lays special give attention to the culture and cinema of the state, and helps take Tamil cinema not only to the grassroots of Tamil Nadu but to all the country and the world in a way that only political will and tailwinds can enable.”
He continued, “I actually wish that his coming to power ushers the golden age of Tamil cinema where great cinema is made and backed well, filmmakers and producers are given the liberty and encouragement to do their best. But he also gives that added impetus that sometimes only political tailwinds can enable. As our Honourable Prime Minister says, the entertainment industry is the soft power of the nation. So, I hope that he can work in sync on one side with the Tamil fraternity and however, the I&B ministry of India to take Tamil cinema beyond its existing borders and markets.”
Jana Nayagan: Loading soon?
Vijay has quit cinema and his unreleased last film, Jana Nayagan, is anticipated to see the sunshine of day soon. Ruban Mathivanan said, “We predict it to release on May 21 or May 28. It’ll be a celebration!”
Sadly, the film got leaked last month and on this Ruban said, “That won’t be a difficulty in any respect. The film will open with a bang.”
Akshaye Rathi confirmed, “Given the euphoria there’s amongst his fans because of his political debut, I feel that at the very least when it comes to opening, Jana Nayagan will likely be pretty historic. Social media is abuzz that the opening slate, which often says ‘Thalapathy Vijay’ for his movies, must be modified to ‘Chief Minister Vijay’ for Jana Nayagan. If that happens, it might be very interesting!”
Also Read: Jana Nayagan Leak Row: Madras High Court shields Thalapathy Vijay starrer; blocks illegal streaming before release
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