At 1:20 PM on Thursday, the official X (Twitter) handle of Kumbakonam based Vasu Cinemas was seen stating that 'the amount of love and respect' they have for 'Thalaivar Superstar Rajinikanth' is always the same. Their tweet also clarified that they 'didn't say a single word about Rajini sir' or degrade the star actor in any form.  This bizzare tweet ended with an appeal for spreading 'love and positivity'. 

Listen guys
Whatever you say and divert things on me the amount of love and respect which we have on Thalaivar Superstar Rajinikanth will always remains same
I didn't say or degrade single word about Rajini sir
Check all our previous tweets guys#SpreadLove - No more negativity

— Vasu Cinemas (@vasutheatre) July 27, 2023

Among the many to call out the tweet, was a Rajinikanth-fan handle who best summed the situation as thus. The fan's tweet translated in English says, "You yourself tweet in such a way that fans get triggered. Then you yourself advice to 'spread love'. First, you change." 

This bizzare tweet by Vasu Cinemas was a follow-up to another tweet by the handle, where they had rooted for actor Vijay as the No: 1 star of Tamil film industry. It's the season of throwing shades in Kollywood, with fans divided into camp Rajinikanth and camp Vijay at the moment. However with Rajinikanth's Jailer only days away from release, an official Twitter handle of a theater business taking sides in this narrative not only seems suicidal for the business, but also comes across as unwise in the long-term. Seemingly, Vasu Theaters has a history of doing this, and is unperturbed by the business aspects of it. 

appo ana unga theaterla vijay movie mattum release panaga bro

— வருண் குமார் (@vasudevan1111) July 26, 2023

Vasu Theater's rooting of Vijay was put out post the release of Jailer third single Jujubee, and was hash-tagged with Leo, which releases only on October 19. Naturally, the already tensed equations between Rajinikanth and Vijay fans were triggered, sending the existing fan fights to whole new levels of low. Vasu Cinemas wasn't spared either, and their sinister tweets' blow-up was schooled by fans - mostly Rajinikanth's. 

You sound like a fanatic than a theatre owner.

You successfully triggered and created fan fight knowing how it will turn. https://t.co/RzhHOMEFbw

— AG (@arunrp555) July 27, 2023

Fan fight க்குள்ள நீ ஏன்டா உள்ள வர்ற குள்ளநரி https://t.co/mdEuzDvEqW

— Ravi R (@ravir1971) July 27, 2023

Avoid any fan fights bro.
If u felt Vijay no. 1 then u can prove it after Leo release in your theatre and Jailer movie release.

Is it necessary for u to trigger other fans when their movie releasing 2 weeks from now.

If you're admin and not the owner..
I felt sad for the owner.

— Daemon (@k3_butcher) July 27, 2023

As a theatre owner you should not make this controversy in social media. If you have a thought you keep it yourself if you are a responsible business man. As a theatre you will have to run all the actors films for your revenue and that is happening. 1/1

— Mani G (@ManikandanGunas) July 27, 2023

actually vijay ajith rajini kamal elarumey legends than idhula yarum peruso chinadho illa so nenga mudinja alavuku ini podra tweets la rajini kamal a exclude panni podunga avanga vijay ajith oda lam compare panna mudiyadhu avanga generation ey vera this is my opinion...!!!

— RAJINI RASIGAN (@Hari74744624) July 27, 2023

Well I think everyone can go and take care of their own duties rather than fighting like dogs 👍. Celerbate ur hero, but don't work to bring another down ❤ #IgnoreNegativity https://t.co/wJAM4zbYzZ

— LEo's_TCᴮˡᵒᵒᵈʸ ˢʷᵉᵉᵗ (@Thalapa64732288) July 27, 2023

Dei 😅😅😅... shameless https://t.co/vTLuvmHMGz

— Dr Rajkumar (@I_Raj13) July 27, 2023

ரசிகர்களின் உணர்ச்சியை தூண்டி வெறுப்பை பரப்பி அதன் மூலம் பணம் சம்பாரிக்கும் இது போன்ற திரை அரங்குகளில் படம் பார்க்கவே போக கூடாது. எச்சை. 💦 https://t.co/ZXRkT7bWzN

— Sudhakar (@Sudhakar326) July 27, 2023

I ll go there for official works ! Apdi onnum periya theatre illa ..An average one ..

— கார்குழலிᴶᵃᶦˡᵉʳ (@she_is_distinct) July 27, 2023

From now on,thalaivar fans just ignore this hater @vasutheatre

Let's focus on #Jailer https://t.co/BiABOCn2pd

— Jailer_Max (@trendsmax_tt) July 27, 2023

தியேட்டர முன்னேற்ற வழிய பாரு யா

மட்டமான குப்பைய வச்சிக்கிட்டு 🤦 https://t.co/vcKT8zfsy3

— புதுவை பித்தன் (@pudhuvaikarthi) July 27, 2023

Vasu Theaters' isn't an isolated incident in business entities weighing in on fan-fights and cashing in on the hate-momentum. Right from media personalities to social media influencers to those in the film business giving out umpteen interviews and opinions-barrage, it has come down to maintaining no neutrality, triggering more online fights and keeping the intensity of fan-wars intact.