first run

the initial exhibition period for a film.

Origin of first run

First recorded in 1910–15

first-run, adjective

Sort of a sandwich that's filled with first-run fare rather than repeats.

ABC Announces 2013-14 Schedule: 'Marvel's Agents of S.H.I.E.L.D.' Gets Tuesday Berth, 'Super Fun Night' Gets 'Modern Family' Lead-In |Jace Lacob |May 14, 2013 |DAILY BEAST
This extravagant borrowing funds a steakhouse, outdoor hot tubs, a first-run movie theater, and a roaming ice-cream truck.

How to Reinvent College |Nick Romeo |May 13, 2013 |DAILY BEAST
Only first-run movies were shown there, and people dressed up to attend them.

Shut Up, Scarlett! |Stanley Crouch |December 19, 2009 |DAILY BEAST
And, say, I've got a thousand feet of film that's simply going to knock 'em cold at the first-run houses.

Torchy, Private Sec. |Sewell Ford