For the first time in living memory the Olympic Games athletics schedule features finals in the morning sessions. Of course this could be seen either as a smart move to ensure better crowds in the mornings, or as a cynical move to charge more for the morning sessions .. only time will tell.
London 2012 proved that you don't need to put finals in the morning sessions to ensure sell-out crowds. You just need a sports-mad public with a sense of the historic opportunity that a major championships provides. Not everywhere is like the UK though - which may be an argument for bringing the Olympics back to London!