Carried away by the craze generated by Kolaveri Di, Natti Kumar bought the Telugu distribution rights of Dhanush's psychological thriller 3 for a whopping prize. Such was the competition that he had to shell out the big sum before he could lay his hands on the film. While the others who vied with one another to get the ownership of the film must be thanking the stars, Natti must be regretting his decision. The film has not only been a flop in Telugu but also drained some RS. 6 crores from him.

No wonder that the film has been received well in Telugu. Even in Tamil the film has earned big looses for its distributors. In fact, Superstar Rajinikanth has announced that he will not compensate for the losses incurred by the distributors for the simple reason because he is no way "commercially associated" with the film.

Produced by Dhanush's father, the film has not been up-to-the-mark in Tamil Nadu as well as Andhra Pradesh since the first week.