Tamil Nadu Chief Minister (CM) Joseph Vijay on Monday permitted the theatre owners across the state to screen five shows daily for newly-released Tamil films during the first seven days of its release. The decision has been hailed as a major boost for Kollywood (Tamil film industry) and is expectedly to enhance box-office collections while easing long-standing procedural hurdles faced by producers and theatre owners.

Industry sources suggest the move could usher in a new era for Tamil cinema, especially at a time when theatrical business is facing stiff competition from streaming platforms and fluctuating audience turnout.

Rule extends to weekends, festival holidays too

The new directive rolled out by the Vijay-led government mentions that all newly released Tamil films will now be eligible to screen five scheduled shows per day for the first seven days from release. It also extends to weekends, festival holidays and government holidays, enabling theatres to maximise audience footfall during peak periods.

Notably, earlier the filmmakers and exhibitors were supposed to seek special approval from authorities, including the Chennai Police Commissioner, for any additional or early morning shows. The process often resulted in delays and uncertainty for producers banking on strong opening-week collections.

After the rollout of the new order, theatre owners will now be able to schedule extra screenings without seeking separate permissions. The industry has also welcomed the change with immense enthusiasm.

Cinema fans have also been hailing the decision on social media, with many calling it a ‘game-changing reform’ for Tamil cinema. Vijay drew praise from numerous netizens for understanding the pulse of the moviegoers and the financial realities of the entertainment business.

Actor-turned-politician and Tamil Nadu CM Vijay

Vijay permitted 9 am screening for Trisha-starrer ‘Karappu’ earlier

This is not the first time that Vijay has intervened in favour of Kollywood. Earlier, Vijay had given a green signal to a special 9 am screening slot for Suriya and Trisha Krishnan-starrer ‘Karappu,’ shortly after being sworn in as Tamil Nadu CM.

All eyes on ‘Jana Nayagan’

Meanwhile, the final film of Vijay’s acting career, 'Jana Nayagan,' continues to generate buzz among fans. The H. Vinoth's directorial features a star-studded cast including Pooja Hegde, Bobby Deol, Prakash Raj and Priyamani.

The film’s music has been composed by Anirudh Ravichander, while production has been backed by KVN productions. Although the movie was supposed to release in January 2026, it has been awaiting clearance from the Central Board of Film Certification (CBFC), leading to its deferment. It also received another setback when it was recently leaked online, prompting filmmakers to pursue legal recourse and resulting in several arrests.