The dynamics of a surfactant-laden film climbing up an inclined plane is investigated through a two-dimensional (2-D), nonlinear evolution equation for the interface coupled to convective-diffusion equations for the surfactant, derived using lubrication theory. One-dimensional (1-D) solutions, representing the base-state flow, are investigated for constant flux and constant volume configurations; these flows are parameterised by capillarity, gravity, convection-diffusion ratios (represented by Peclet numbers at the surface and bulk), a solubility parameter, sorption kinetics constants, the number of surfactant monomers in a micelle, and the nonlinearity of the surfactant equation of state. In both configurations studied, a front develops spreading up the substrate against the direction of gravity whereby the leading edge of the front follows a power-law as a function of time. The effect of system parameters on the base-state flow is explored through an extensive parametric study, while the stability of the above-mentioned system to spanwise perturbations is the focus of Part II[1]. (C) 2012 Elsevier Inc. All rights reserved.