Conventionally speaking, its posters and the negative publicity it got (thanks to VHR and certain women's organizations) have only helped 'Arjun Reddy'. The movie is looking at a share of Rs. 25 Cr in its lifetime.

However, it wouldn't be an over-statement to say that 'Arjun Reddy' hasn't realized full potential. And what we thought has worked in its favour may have done more harm than good.

For the kind of praise it has been receiving from industry folks and the discerning commentators from the non-Telugu States like Tamil Nadu and Karnataka, even more than what 'Kshanam' and 'Pelli Choopulu' ever got, Rs. 25 Cr is an underwhelming figure.

'Fidaa', which nobody described as path-breaking, has collected nearly double what 'AR' has done at the BO. Nobody is looking at remaking it. No individual, be it Sai Pallavi or Sekhar Kammula, has generated the kind of buzz that Vijay Devarakonda has with a single film.

To borrow a famous Trivikram-ism: Everybody likes Benz, but ultimately, they all buy Ambassador.

To state the obvious, the family audiences have gone 'fidaa' over Kammula's movie. In contrast, they have had certain issues with 'AR'. So, hasn't negative publicity negatively affected 'AR'?