Why is 'Veeram' Releasing Earlier?

After Thala Diwali, it was announced that it will be Thala Pongal in 2014, with director Siva's Ajith starrer 'Veeram' is to hit the screens for Pongal. But as it turns out, the film is not releasing on the very Pongal day, but has been planned to be released a few days earlier, on January 10th. Why movienews