Bhubaneswar, July 22: Fan-frenzy in the city is running high with the release of Rajinikanth-starrer Kabali today.

Thalaiva or boss, as the southern superstar is known to millions of his fans, is a big hit here and his films always run to full houses.

While the craze in Bhubaneswar was not close to those seen in Chennai or Hyderabad, still people of all age groups were seen queuing up in front of cinemas here to catch a glimpse of the superstar in the gangster drama.

The enthusiasm could be gauged from tickets sales with almost all the major cinemas in the city going houseful.

Touts were seen near several cinemas selling tickets at exorbitant prices. The rates varied between Rs 200-400 for a ticket priced around Rs 100 with the administration failing to control the menace.

"I do not mind spending money to watch him in theatres. I could not have missed watching the film on the first day," said engineering student Bikash Rajguru, who came to watch a matinee show with his friends at a theatre complex near Kharavela Nagar.

Tickets for most shows on Saturday and Sunday at Inox have been sold out. The scenario is similar at other theatres such as S Complex, Keshari and Maharaja.

Members of the city's Telugu community have booked tickets in a local cinema in bulk for this weekend.

"The release of a Rajinikanth film is like a festival for us. We want to celebrate it together and will watch it on Sunday with members from our community when everyone is free," said 36-year-old S. Rao, a teacher.

Rajinikanth followers have been coming up with innovative ways to celebrate the launch of his film for some time now, and Bhubaneswar was no exception.

Restaurants and coffee shops have been decorated with posters of the 65-year-old actor, while a number of hotels are also offering discounts to customers to mark the occasion.

At Tyre Patty in Saheed Nagar, a huge cut-out of the superstar at the gates welcomed guests, while posters of his hit films adorn the walls inside.

The waiters have also donned the bearded look the actor sports in the film.

"This set-up will continue for a week. This not only attracts customers, but also celebrates the success of an actor who is a global phenomenon," said Dayanidhi Dahima, member of the hangout zone's marketing team.

A local radio station also invited some of the superstar's ardent fans to their studio for a special show.

Select stores in the city are also selling Kabali merchandise such as tees, posters and phone covers.

The film has already garnered audience-attention with its first YouTube trailer going viral across social media within minutes.