Sharwanand’s upcoming entertainer Nari Nari Naduma Murari has already begun creating buzz ahead of its theatrical release on January 14, 2026, perfectly timed with the Sankranti festival. While the film has multiple factors working in its favour—from its festive release to its trusted director—the one detail that has truly caught everyone’s attention is its highly specific first show timing: 5:49 PM. So, why this unusual hour? Here’s a complete explanation behind the decision.

A Festive Release Backed by Strong Expectations

Sankranti has long been considered a golden window for Telugu cinema, and Nari Nari Naduma Murari is aiming to make the most of it. Directed by Samajavaragamana fame Ram Abbaraju, the film is positioned as a feel-good family entertainer—exactly the kind of genre that traditionally thrives during the harvest festival.

Despite facing stiff competition from big-ticket releases like Chiranjeevi’s Mana Shankara Varaprasad Garu, Prabhas’ The Raja Saab, and Naveen Polishetty’s Anaganaga Oka Raju, the makers are confident. Their optimism stems largely from Sharwanand’s own Sankranti success with Shatamanam Bhavati (2017), a film that went on to become a festival favourite.

The First Show Timing That Sparked Curiosity

While most big releases opt for paid premieres late at night or early morning benefit shows, Nari Nari Naduma Murari took a different route. The announcement that the very first show would begin at 5:49 PM immediately led to speculation among fans and industry watchers alike. Was it a marketing tactic, a logistical move, or something deeper?

The answer, as it turns out, is deeply rooted in tradition and belief.

Ekadashi and the Importance of Auspicious Timing

At a press interaction, producer Anil Sunkara clarified the reasoning behind the precise timing. January 14, 2026, coincides with Ekadashi, an auspicious day in the Hindu calendar. On that particular date, Ekadashi concludes at approximately 6:03 PM.

According to the producer, the idea came from his family, who suggested that the film’s release should take place before the Ekadashi time ended, ensuring the movie begins under a spiritually favourable period. In many Telugu households, such considerations are taken seriously, especially for major life or business events—including film releases.

Why Exactly 5:49 PM?

Beyond Ekadashi, numerology also played a role. The number 9 is widely regarded as lucky in Telugu culture, symbolising completeness and positive outcomes. By choosing 5:49 PM, the team aligned both religious timing and numerological belief, making it an “ideal” moment to start the film’s journey at the box office.
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