first run

noun Movies.
the initial exhibition period for a film.

Origin:
1910–15

first-run, adjective
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Based on the Random House Dictionary, © Random House, Inc. 2014.
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Example sentences
The benefit from features was apparent within the first mile of my first run.
But there was still a matter he wanted to discuss, that matter being the first
  run of the rocket car.
We're beginning to wonder if it will survive this first run, never mind three
  or four days.
Couples may enjoy its hot tubs, or they may opt to chill out with a romantic
  comedy at the on-site, first run movie theater.
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