diff --git a/.github/CODEOWNERS b/.github/CODEOWNERS
index af52a6b77d..695a94254e 100644
--- a/.github/CODEOWNERS
+++ b/.github/CODEOWNERS
@@ -15,5 +15,5 @@
 /src/i18n/strings
 /src/i18n/strings/en_EN.json  @element-hq/element-web-reviewers
 # Ignore the synapse plugin as this is updated by GHA for docker image updating
-/playwright/plugins/homeserver/synapse/index.ts
+/playwright/testcontainers/synapse.ts
 
diff --git a/.github/labels.yml b/.github/labels.yml
index 80c5408c1e..c8a34c4771 100644
--- a/.github/labels.yml
+++ b/.github/labels.yml
@@ -210,6 +210,9 @@
 - name: "X-Upcoming-Release-Blocker"
   description: "This does not affect the current release cycle but will affect the next one"
   color: "e99695"
+- name: "X-Run-All-Tests"
+  description: "When applied to PRs, it'll run the full gamut of end-to-end tests on the PR"
+  color: "ff7979"
 - name: "Z-Actions"
   color: "ededed"
 - name: "Z-Cache-Confusion"
diff --git a/.github/workflows/end-to-end-tests.yaml b/.github/workflows/end-to-end-tests.yaml
index 5f9bab029a..f6aad8af7e 100644
--- a/.github/workflows/end-to-end-tests.yaml
+++ b/.github/workflows/end-to-end-tests.yaml
@@ -111,23 +111,23 @@ jobs:
                 # Run multiple instances in parallel to speed up the tests
                 runner: ${{ fromJSON(needs.build.outputs.runners-matrix) }}
                 project:
-                    #                    - Chrome
-                    #                    - Firefox
-                    #                    - WebKit
+                    - Chrome
+                    - Firefox
+                    - WebKit
                     - Dendrite
                     - Pinecone
-                isCron:
-                    - ${{ github.event_name == 'schedule' }}
-                # Skip the non-Chrome runs unless this was a cron trigger
-        #                exclude:
-        #                    - isCron: false
-        #                      project: Firefox
-        #                    - isCron: false
-        #                      project: WebKit
-        #                    - isCron: false
-        #                      project: Dendrite
-        #                    - isCron: false
-        #                      project: Pinecone
+                runAllTests:
+                    - true
+                # Skip the Firefox & Safari runs unless this was a cron trigger or PR has X-Run-All-Tests label
+                exclude:
+                    - runAllTests: false
+                      project: Firefox
+                    - runAllTests: false
+                      project: WebKit
+                    - runAllTests: false
+                      project: Dendrite
+                    - runAllTests: false
+                      project: Pinecone
         steps:
             - uses: actions/checkout@v4
               with:
@@ -176,7 +176,7 @@ jobs:
                   yarn playwright test \
                       --shard "${{ matrix.runner }}/${{ needs.build.outputs.num-runners }}" \
                       --project="${{ matrix.project }}" \
-                      ${{ github.event_name == 'pull_request' && '--grep-invert @mergequeue' || '' }}
+                      ${{ (github.event_name == 'pull_request' && matrix.runAllTests == false ) && '--grep-invert @mergequeue' || '' }}
 
             - name: Upload blob report to GitHub Actions Artifacts
               if: always()
diff --git a/.github/workflows/playwright-image-updates.yaml b/.github/workflows/playwright-image-updates.yaml
index ef2dfa1132..e5e2f739c0 100644
--- a/.github/workflows/playwright-image-updates.yaml
+++ b/.github/workflows/playwright-image-updates.yaml
@@ -17,7 +17,7 @@ jobs:
                   docker pull "$IMAGE"
                   INSPECT=$(docker inspect --format='{{index .RepoDigests 0}}' "$IMAGE")
                   DIGEST=${INSPECT#*@}
-                  sed -i "s/const DOCKER_TAG.*/const DOCKER_TAG = \"develop@$DIGEST\";/" playwright/plugins/homeserver/synapse/index.ts
+                  sed -i "s/const TAG.*/const TAG = \"develop@$DIGEST\";/" playwright/testcontainers/synapse.ts
               env:
                   IMAGE: ghcr.io/element-hq/synapse:develop
 
diff --git a/docs/playwright.md b/docs/playwright.md
index fe44a06ff1..cd19c41b6c 100644
--- a/docs/playwright.md
+++ b/docs/playwright.md
@@ -227,6 +227,8 @@ has to be disabled in Playwright on Firefox & Webkit to retain routing functiona
 Anything testing VoIP/microphone will need to have `@no-webkit` as fake microphone functionality is not available
 there at this time.
 
+If you wish to run all tests in a PR, you can give it the label `X-Run-All-Tests`.
+
 ## Supporter container runtimes
 
 We use testcontainers to spin up various instances of Synapse, Matrix Authentication Service, and more.