Still from Kaala

Turmeric water, milk offering and floral arrangements — the release of a Rajinikanth film calls for rituals that are no less than any celebration. However, it appears, the South superstar will have to settle for lesser frenzy for Kaala. The lukewarm reception to the film, which hits screens today, has caught trade pundits off guard. From limited promotional activities to an ill-timed release, several reasons are being cited for the lack of hype.