Is this the end of midnight premieres in Tollywood?

In Telugu cinema, paid premieres have now become the norm. Not just high-profile movies are participating; smaller productions with upcoming talent are setting up paid preview screenings in Telangana and Andhra Pradesh towns and cities. These special performances usually take place late in the evening prior to the official release. But Prabhas's Baahubali The Epic and Ravi Teja's Mass Jathara are going above and beyond.
By beginning their paid premieres as early as 5:30 PM, one full day prior to release, and then hosting multiple additional screenings, both films are implementing a novel strategy. Prior to its October 31 release, Baahubali The Epic will have its first paid premiere at Hyderabad's Prasads Multiplex on October 30 at 5:30 PM. Other theaters have more shows planned for 6:00 and 9:30 p.m.
Similarly, in advance of its October 31 release, Mass Jathara will begin its paid premieres on several screens at 5:30 PM on October 30. For these early performances, reservations are already being made in advance. Baahubali  The Epic and Mass Jathara are raising the bar for Telugu film's paid premieres with this action.