Chennai: Vijay, now serving as the Chief Minister of Tamil Nadu, has introduced a major policy change for the Tamil film industry by allowing theatres across the state to screen five shows daily for newly released Tamil films during their first seven days in cinemas. The move is being widely welcomed by theatre owners, distributors, producers and movie fans, who believe it could significantly boost box office collections in Kollywood.
The latest directive marks a major shift from the earlier system under the Tamil Nadu Cinema Theatres (Regulation) Rules, 1957, where cinema halls were generally permitted to screen only four regular shows per day. A fifth “special show” required separate approval from district authorities or the Chennai Police Commissioner.
New rule aims to strengthen Kollywood business
Under the revised order issued by the Tamil Nadu government, newly released Tamil films can now run five scheduled shows daily for seven consecutive days from the date of release. The rule also permits five daily shows during weekends, festive holidays and government holidays without the need for additional permissions from authorities.
Industry experts believe the decision will help producers maximise opening-week revenues, especially for big-budget star films that attract huge crowds during their initial theatrical run.
Earlier, producers and exhibitors had to approach licensing authorities, district collectors or police officials to obtain approval for additional screenings. The new order removes much of that administrative process, making film scheduling easier for theatre owners and distributors.
The decision comes shortly after representatives from the Tamil film industry reportedly met Chief Minister Vijay and submitted several demands aimed at improving the theatrical business environment in Tamil Nadu.
Theatre owners and fans celebrate the decision
The announcement has generated excitement across the Tamil cinema industry. Theatre owners have described the move as a major relief, especially at a time when cinema halls are competing with OTT platforms and changing audience habits.
Fans of Vijay also celebrated the decision on social media, with many calling it a “big boost” for Kollywood. Several users pointed out that extended screenings could improve ticket availability for major releases and reduce pressure during opening weekends.
The decision is also expected to benefit upcoming star-driven films that traditionally witness heavy advance bookings and packed theatres during the first week of release.
According to reports, Vijay had earlier allowed a 9 am special show for Suriya and Trisha Krishnan’s film Karuppu. The latest order now formalises similar flexibility for all upcoming Tamil films across the state.
Industry sees move as landmark reform
Members of the Tamil film fraternity are viewing the announcement as one of the most significant theatre policy changes in recent years. Producers believe the extra daily screening can increase revenue potential substantially for films with strong opening demand.
Trade analysts also believe the move could improve theatre occupancy and support struggling cinema exhibitors recovering from fluctuating audience turnout over recent years.
The policy is expected to particularly benefit festive and holiday releases, where demand for tickets usually exceeds the number of available shows.
Several film industry bodies had reportedly requested measures including ticket price revisions, tax relief and more flexible screening permissions during discussions with the government.
Vijay’s Jana Nayagan awaits release
Meanwhile, Vijay continues to remain in the spotlight both politically and cinematically. His final film as an actor, Jana Nayagan, is one of the most awaited Tamil releases among fans.
The film is directed by H Vinoth and features an ensemble cast including Pooja Hegde, Bobby Deol, Prakash Raj, Priyamani, Sunil, Mamitha Baiju and Monisha Blessy. Music for the film has been composed by Anirudh Ravichander, while production is handled by KVN Productions.
Fans are eagerly waiting for further updates regarding the film’s release and certification process.
With the latest five-show policy now officially in place, many in the Tamil cinema industry believe the move could reshape theatrical business patterns in the state and provide a stronger commercial platform for upcoming releases.