Blockbusters are big business in India and some astute employers know it.
A host of companies in the southern cities of Bengaluru and Chennai have given their employees Friday off, the reason being that it coincides with the release of Rajinikanth's latest film.
Rajini, as the 65-year-old actor is known, is about as big as superstars get and the fear that workers would all take holidays or call in sick with 'Rajini fever', has prompted the decision to just let his fans have the day off altogether.
His much anticipated Tamil-language movie Kabali, has Rajini at its helm as an old gangster trying to protect his family from past enemies and it's worked up quite a lot of hype in the lead up to its July 22 release.
Discount airline Air Asia has even been offering special flights to Chennai - the city at the heart of the Tamil film industry - with the in-flight meals tailored to feature Rajini's favourite foods.
Rajini's fans have long been known for their passion and many have a tradition of celebrating his newest release by bathing cut-outs of the man in milk. This year, local milk vendors are estimating that around 50,000 litres of milk will be used on the tradition on the film's first day alone.