Indian film superstar Rajinikanth, who has the kind of following most Hollywood actors can only dream about, has released his latest film, Kabali.
Hundreds of thousands of fans are flocking to cinemas across India with frenzy also mounting around the world.
Some businesses gave employees time off to avoid "sick" days, a jumbo jet was repainted in honour of the film and Twitter India "broke" several times.
It made $30m (£20m) in film rights sales even before it released.
The film is being shown on more than 12,000 screens in India alone from Friday. The term "blockbuster" doesn't even come close.