The controversy stems from Salman Khan's bouncers scuffling with photographers at an event and the superstar not showing any remorse, leave alone forwarding an apology.
The fact that Salman Khan dared photogs to continue the ban and to 'make him apologise', did not help matters and in fact added salt to festering wounds.
With the masses flocking to the cinemas in effort to watch Salman Khan's latest offering 'Kick', well into the second week, the media and the entertainment industry is at a loss how to reflect the man's ever-growing clout across the globe in the various publications and also promotions that go with it.
'Kick' box office collections have surpassed anything that anyone had imagined before the movie was released and today, it has become the most credible threat to box office 'King' Aamir Khan whose Dhoom 3 managed Rs 500 cr.
Indubitably, Salman Khan quest has been hurt by this controversy with photographers, which has hampered a greater promotional effort wherein not just the media, the entertainment business in general and the common man on the social media would have contributed their bit to power 'bhai' along.
Surely, such eventualities are in no one's interest, least of all Salman Khan but through it all, 'Kick' is still powering ahead.
However, the potential and the promise was even bigger, after all, there is no promotion bigger than a regular bombardment of new photographs.