Milk dealers in the southern Indian state of Tamil Nadu are asking police to stop movie fans splashing milk on posters and cutouts of their idols.
The practice of paal abhishekam (anointing with milk) posters and cardboard cutouts of the actors is done in the lead-up to a blockbuster release in the hope that it will become a hit.
He estimated that more than 15,000 gallons of milk could be wasted each day by being poured over posters and billboards after a big film release.
The dealers say the practice, in imitation of the way milk is sometimes poured over effigies of Hindu gods during rituals, encourages theft.