quality:corruption, linguistic:voice_change
1990–2010: Superstardom

Rajinikanth began the new decade with a mega blockbuster in Panakkaran (1990), which was a remake of Amitabh Bachchan 's 1981 film Laawaris. The film earned him his eighth nomination for the Filmfare Award for Best Actor – Tamil. His next two Tamil films, the fantasy comedy Athisaya Piravi, (a remake of Chiranjeevi 's 1988 film Yamudiki Mogudu) which also released in 1990 and the family drama Dharmadorai (1991), did above-average business at the box office. His stint with Bollywood continued since the past decade as he went on to star in more Hindi films. Hum released in 1991 saw him doing the second main lead with Amitabh Bachchan became an inspiration for Baashha. In 1991, he worked with Mani Ratnam in Thalapathi, which was heavily inspired by the Mahabharata. in which he co-starred with actor Mammooty; the film dealt with the friendship between two unknown characters based on Karna and Duryodhana, respectively, and was set in a more contemporary milieu and was both critically acclaimed and successful upon release. He received his ninth nomination for the Filmfare Award for Best Actor – Tamil for the film. He went on to appear in remakes of films from other languages, mostly from Hindi and Telugu. Annamalai, which released in 1992, was yet another friendship-centric film and was loosely based on the 1987 Bollywood film Khudgarz. The film was the first to have the Superstar graphic title card. He received his tenth nomination for the Filmfare Award for Best Actor – Tamil for the film. Mannan, directed by P. Vasu, a remake of Kannada actor Rajkumar 's 1986 blockbuster Anuraga Aralithu, also was released in 1992 and became a box office success. Rajinikanth wrote his first screenplay for the film Valli (1993), in which he also made a special appearance. He also starred in the film Yajaman, in which he played the role of Vaanavaraayan, a village chieftain. His romantic-comedy Veera (1994) was controversial for its climax but went on to become one of the highest-grossing films in 1994. That year, he earned his eleventh nomination for the Filmfare Award for Best Actor – Tamil for the action-drama Uzhaippali.

He joined hands with Suresh Krishna for Baashha (1995), which emerged as an industry record, and is routinely touted by fans and critics alike as a major-hit, as the film elevated him from being just another very popular actor to nearly demigod status among the masses. He made a cameo in Peddarayudu for his friend Mohan Babu and also helped him in obtaining the remake rights. The same year, he acted in yet another gangster film, Aatank Hi Aatank with Aamir Khan which was also his last Hindi film in a major role till date. His film Muthu, a remake of Mohanlal 's blockbuster Malayalam film Thenmavin Kombathu, was another commercial success, directed by K. S. Ravikumar and produced by K. Balachander, and became the first Tamil film to be dubbed into Japanese, as Mutu: Odoru Maharaja. The film grossed a record US$1.6 million in Japan in 1998 and was responsible for creating a large Japanese fan-base for the actor. Muthu ' s success in Japan led American news magazine Newsweek to comment in a 1999 article that Rajinikanth had "supplanted Leonardo DiCaprio as Japan's trendiest heartthrob". During a visit to Japan in 2006, Indian Prime Minister Manmohan Singh acknowledged the success of Muthu in the country during a speech, justifying the positive relationship between the two nations. He received his twelfth and thirteenth nominations for the Filmfare Award for Best Actor – Tamil for his performances in Baashha and Muthu.

He also entered Bengali cinema through Bhagya Debata, which was released at the end of 1995. 1997's Arunachalam, another commercial success, earned him his fourteenth nomination for the Filmfare Award for Best Actor – Tamil. Rajinikanth released his last film of the millennium with Padayappa (1999), which went on to become a blockbuster success, and earned him his fifteenth nomination for the Filmfare Award for Best Actor – Tamil. It starred Ramya Krishnan and Soundarya, the former critically acclaimed for her performance. It was also the last prominent role for veteran Tamil actor Sivaji Ganesan.

After a brief pause, Rajinikanth starred in Baba in 2002, for which he had also written the screenplay. Released with much fanfare and hype at the time, the film featured a story revolving around the reforming of a gangster, later revealed to be the reincarnation of the Hindu saint Mahavatar Babaji, and fights against political corruption. It fell short of market expectations and the high bids reportedly translated to heavy losses for the distributors. Rajinikanth himself repaid the losses incurred by the distributors. The film was received with comments such as "the bloom was off the rose" and that "the gold does not glitter any more". Pattali Makkal Katchi (PMK) leader S. Ramadoss condemned him for smoking and posing with beedis in the film. He was criticised for spoiling the Tamil youth by glorifying smoking and drinking. PMK volunteers attacked the theatres which screened the film and usurped film rolls and burned them.

Two years later, Rajinikanth signed up for P. Vasu's Chandramukhi (2005), a remake of the Malayalam film Manichitrathazhu. Upon release the film was highly successful at the box office, and in 2007 it set the record of being the longest running Tamil film. Chandramukhi was also dubbed in Turkish and in German as Der Geisterjäger and released in the respective nations. Following Chandramukhi ' s release, it was reported that AVM Productions was set to produce a film directed by Shankar starring Rajinikanth – the largest collaboration yet for a Tamil film. The film was titled Sivaji and was released in the summer of 2007, following two years of filming and production. It became the first Tamil film to be charted as one of the "top-ten best films" of the United Kingdom and South Africa box offices upon release. Rajinikanth received a salary of ₹ 260 million (equivalent to ₹ 780 million or US$9.4 million in 2023), for his role in the film highest in his film career at that time. He received his sixteenth nomination for the Filmfare Award for Best Actor – Tamil for his performance in the film. During the production of Sivaji, Soundarya Rajinikanth announced her intention of producing a computer-generated imagery film starring an animated version of her father titled Sultan: The Warrior. The film was set for release in 2008, however, it entered development hell, and its development status would become unknown over the next few years.

He worked with P. Vasu again for Kuselan, a remake of the Malayalam film Kadha Parayumbol, which was made simultaneously in Telugu as Kathanayakudu, in which Rajinikanth played an extended cameo role as Ashok Kumar, a film star in the Indian cinema, and as a best friend to the film's protagonist. According to Rajinikanth, the film somewhat narrated his early life. The film, however, performed poorly at box offices and led to many distributors incurring major losses. Rajinikanth also stated that he would work with Pyramid Saimira again to compensate for Kuselan.

"Is there anything left to be said about a man who, at 61, still manages to star in one of the most successful films of the year, not just in the south, but across India? Superstar Rajni once again proved that he is the actor with the Midas touch with the sci-fi flick Endhiran, where he played an ambitious scientist, a naive robot and an evil android bent on destroying the world He did it with such aplomb that he's been the talk of the town for months. He might do one film in two years, but when he does, he pulls out all the stops."

— Rediff.com on Rajinikanth's performance in Enthiran (2010)

Rajinikanth worked again with Shankar for the science fiction film Enthiran. The film was released worldwide in 2010 as the most expensive Indian film ever made, ultimately emerging an All Time Blockbuster and the second highest-grossing film in India of its time. Rajinikanth was paid a remuneration of ₹ 450 million (equivalent to ₹ 1.0 billion or US$12 million in 2023) for the film. He received his seventeenth nomination for the Filmfare Award for Best Actor – Tamil for his performance in the film. The film's success lead to the Indian Institute of Management Ahmedabad to use the film as a case study to analyse the business of cinema and its success story in a post-graduate elective management course called Contemporary Film Industry: A Business Perspective. The course would also study Muthu.