I think it was a combo of both .. initial response was not electrifying and singaravelan's mischief pretty much extinguished the flame.
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UV should not be listed next to a copy/paste movie.
Flop is common for all actors. UV is doing average business while MMA was flop for Kamal. Likewise rajni had 4 flops for his share, post 2K. Point is, Radharavi & KSR scolded audience for bad reviews which kindled many ppl in twitter so they memes hitting KSR & the film, adn that became viral. then singaravelan's entry added more fuel to that....
Its not about being creativity or going stereo type. IMHO movies should be something that can be accepted by majority part of the audience as they pay for an entertainment service. The movie may be outstanding for the creator, but may be a dull product for the end receiver. Same goes to masala entertainers, logic-less stuffs will be thrown out. Who ever the actor is , they should first understand the market's expectation before developing something.
Cinema is not only business for some people. For some it is an art as well.