Why Are South Indian Film Fans Stealing Milk And Pouring It All Over Movie Posters?

As it happens, there’s a Hindu ritual called paalabhishekam in which worshipers pour milk over the statue of a deity. Overenthusiastic fans in the state of Tamil Nadu have started applying the practice to their favorite films’ posters, hoping that will help the movies become hits. Only they’re not buying the milk; they’re stealing it — and driving the state’s dairy farmers and dealers broke in the process. — BBC