For close to a century cinema has been the primary source of entertainment for India and more so for Tamil Nadu which has voted five Chief Minister's to power from the industry. In such a long history this is the first time that theaters have downed the shutters for three consecutive days now. The direct and indirect loss is estimated at close to 100 Crores even as reports coming suggest that the strike will end today or tomorrow.

The loss to cinema has however given a huge boost to Tasmac as there is a constant que in front of the thousands of shops at any given time. Psychologists are of the opinion that the denial of the primary sour of entertainment is driving more people towards intoxication and doubles the regular customers intake.