Kaala has opened worldwide yesterday (June 7th) with, indeed, the familiar rituals in tow. There has however, reportedly been less fanfare than is usual for the SUPERSTAR. Some analysts speculate that this may be because of a conflict between his well established stardom with his emerging persona as a Tamil Nadu politician. His first significant intervention in the domestic milieu after announcing his political ambitions – his visit to Thootthukudi in the aftermath of the police killings and the statements he made in that excursion, resulted in a severe backlash from the left of the political spectrum. Rajinikanth had balked and practically barked at the notion of the people’s pooratum (campaign of political resistance). Indeed it was as if our Thalaivaa had had enough of PA Rajinth’s radical revolutionary ethos he had imbibed in playing the lead in Kaala. The resulting rupture of Rajinikanth’s cinematic persona from his real life person seems to have had negative marketing consequences for the film as reflected in the weaker than expected opening ticket sales.
But wait … is this separation of movie image from real life not exactly what the adoring Thailavaa fans appreciate about the balding and sometimes unkempt star. Rajinikanth has never traded on his cinematic capital in what one might call the real world. He has refused earnings from personal product and brand endorsements and, indeed, he maintains the appearance of an unassuming and ordinary man of his actual age in his off-screen appearances. If the Commission of Inquiry into the Thootkudi killings does indeed reveal, as Rajinikanth had angrily insisted, that organized ‘anti-social elements’ had infiltrated the people’s protests and instigated violence endangering the lives of the police and workers at the Sterlite plant … the Thalaivaraa may come through his first domestic political skirmish unscathed … and Kaala .. well it is just cinema after all – popular cinema at-that! … so lets allow the boxoffice to pass judgement …..