As Singh Is Kinng opens worldwide today, its protagonist, Akshay Kumar, who is busy promoting his maiden production in Mumbai and Delhi, emphasised the importance of watching the film on the big screen and solicited media support to propagate this message.

"Physical and online piracy is destroying our industry. I would sincerely request my audience to enjoy Singh Is Kinng on the big screen only.

Picking up a pirate DVD or streaming it illegally on the web will only ruin the viewing experience. Condemning counterfeit material is the least we can do to show our commitment to an industry that works hard in entertaining people and putting a smile on their face, " he said.