First run (film)

A film is said to be in its first run when it has been just released. In North America most new films earn most of their theatrical viewers in the first few weeks after their release. In North America different movie theatres pay different rates to show films depending on how recently they have been released. The Supreme Court has found major film distributors to be in violation of antitrust laws when they precluded independent theaters from first run films.

Some older, smaller, or poorly outfitted theaters, or those in less desirable locations, specialize in showing films during their second run. These theatres get to keep a larger share of the ticket fees and often charge a lower ticket price.