Lokesh Kanagaraj is regarded as one of the biggest directors in South India.
Among the current generation of Tamil filmmakers, he is at the top, having delivered blockbusters with Vijay, Karthi, Kamal Haasan and Rajinikanth.
He has also built a strong fan base in the Telugu states.
Like several Tamil directors before him, Lokesh has now turned actor. However, his acting debut, DC, which is scheduled to release this Friday, has generated almost no buzz in either the Tamil or Telugu markets.
The Telugu version has seen virtually no promotion. In fact, the average Telugu moviegoer is not even aware that the film is releasing.
This is surprising, considering Lokesh enjoys immense popularity in the Telugu states as a director and is also set to direct Allu Arjun in his next film.
At this stage, DC will have to rely entirely on positive word of mouth to attract audiences.