The Onam holiday season has brought overflowing crowds to theatres screening Madharaasi, the Sivakarthikeyan–AR Murugadoss collaboration that replaced Coolie across most city screens. Yet, despite the festive surge and initial housefull shows, the film’s mixed reception is already prompting theatre owners to rethink their programming strategies for the coming weeks.
Critics and audiences on social media have largely labeled Madharaasi “below average,” pointing to a predictable second half and an uninspiring screenplay. The only consistently praised element has been the high-octane action sequences, featuring Siva and Vidyut, which has managed to keep audiences engaged despite the narrative shortcomings.
For exhibitors, however, this presents a practical challenge. “The opening weekend is excellent because of the festival factor, but the real test is the weekdays ahead. Sustaining occupancy will be difficult if word of mouth continues this way,” said a theatre operator in Chennai.
This uncertainty has sparked discussions about reviving Coolie on the big screen. Though it ceded space to Madharaasi, demand from audiences remains strong, and its upcoming OTT premiere is seen by many exhibitors as an opportunity to rekindle interest theatrically. “People who missed it the first time are asking for shows again. If numbers for Madharaasi drop quickly, we may have no choice but to bring Coolie back,” explained a multiplex manager in Coimbatore.
The competition does not stop there. Lokah Chapter 1: Chandra and The Conjuring: Last Rites, both receiving excellent responses from audiences, are giving theatre owners multiple options to diversify programming and secure consistent footfall. “Festivals give us a buffer, but after that, we need content with repeat value. Hollywood thrillers, mythology, and fantasy films always find their audience,” noted an exhibitor in Madurai.
For Sivakarthikeyan, the stakes were high with Madharaasi, his only release this year following the blockbuster Amaran. Unfortunately, early signs suggest that the film may not sustain its strong opening beyond the festive rush. For AR Murugadoss, too, this continues a string of disappointments, as critics remain unconvinced by his recent screenwriting choices.
Theatre owners now find themselves walking a fine line between giving Madharaasi room to prove itself and adjusting schedules to capitalize on stronger crowd-pullers. With Coolie’s popularity refusing to fade and Hollywood heavyweights entering the fray, the coming weeks may see a reshuffling of screens across Tamil Nadu.
As one veteran distributor summed it up, “In this business, it’s not just about the first weekend. Sustained audience interest decides the real winner, and right now, Madharaasi will have to fight hard to stay in the race.”