Distributors stage protests when a high expected film doesn't meet the expectations. They always blame the heroes and producers for high rates and say that they will not buy films if the makers quote high prices. Same people will start bidding high prices for next big releases and the cycle repeats. They stay quiet when they earn profits and start protesting if they lose.

If you take S/O Satyamurthy's pre release business into consideration, buyers appears like fools for buying this film for astronomical rates. The film's theatrical business is estimated around 56 crores which means it will only be a safe venture if the film goes on to become a hit as big as Race Gurram. There is no question about the hype and expectations surrounding SOS, but buying a film for a price that would only be recoverable if the film becomes a blockbuster is not wise.

Allu Arjun has to carry this heavy burden for S/O Satyamurthy to bail the buyers out. The producer is already a happy man with handsome profit but the final status of the movie will depend upon the theatrical business. This film must be among the top 5 hits of Tollywood to breakeven. So anything less than a blockbuster will put the distributors in jeopardy.