All night:
The origin of this event is said to have been a movie theatre near the Kushida-shrine, that offered movies during the whole night from the 14th to the 15th of July, due to the very early begin of the Oiyama at the 15th.
The sales on this night were far better than expected and over time alot of Hakatas clubs, bars, movie theatres and other shops have started to stay open the whole night through until the Oiymaa begins at 5 am.