For once, listening to our elders’ advice to rise early in the morning might pay off. In an exciting turn of events, the first day, first show (FDFS) of films are beginning as early as 5am — and in some cases, 2.15am. It started with Shah Rukh Khan-starrer Pathaan, and his next, Jawan that releases today, is taking the trend one step ahead. Cities in West Bengal and Bihar have slotted shows for the wee hours, and they are almost houseful!

A greater demand for much-anticipated releases such as Pathaan, with 5am shows, Gadar 2 with 6.50 am show and Oppenheimer, which had screenings at 3 am, might have led to this move.

Devang Sampat, chief executive officer, Cinepolis Cinemas, says, “These [early morning] shows cater to the high demand [for films], considering there are only 9,000 screens (in the country) in total. Showcasing becomes a challenge for blockbusters, so wherever the state permits, we fit in early morning shows.”

He adds that fan clubs buying out auditoriums is another reason for early-morning shows. 

Theatres are also trying to lure the section of the youth who work night shifts. Pranav Garg, exhibitor and managing director, Maya Palace multiplex, Muzaffarnagar (UP) tells us that for the first time, the city will have early-morning and late-night shows.

“For us cinema people, these moments don’t come regularly, so we want to tap into all possible sources of income. People who normally wouldn’t go for the first day first show are now calling for queries,” he says, adding that Jawan’s FDFS is sold out. 

Exhibitor Akshaye Rathi shares that the trend, which had diminished over time, is seeing a revival. “In 1975, Sholay ran uninterrupted for 72 hours in theatres. In south India, every actors like Rajinikanth, Vijay and Ajith film gets a 3 am show, and fans celebrate that. We are revisiting it all over again,” he says. 

Trade expert Atul Mohan points out, “Earlier, elders [in the family] would not let youngsters venture out after a specific time, but that is not the case anymore. Multiplexes were the first ones to start shows at 9 am as well as have 10 pm screenings.”