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“To reveal or not to reveal…”

Aditya Warrior (Mytri Aditya Warrior Productions) talks about his journey and how he started his career as promo director

The Story So Far…

Trailers are the first step to the entire phase of a film’s marketing and promotional campaign. First impressions count most and trailers do just that. Earlier, there would be film premieres. Now we have trailer launches. I began my career in 1985 and spent a sizeable amount of time in the production aspect of advertising. I worked with TV too, and was mainly editing.

The first trailer I cut was for Ram Gopal Varma’s Company, and I also cut the trailer for Imtiaz Ali’s first film Socha Na Tha. I did the promo of Veer for Anil Sharma. After making trailers for many other films, I moved to a corporate studio. I was appointed Head of the Visual Promotions Team at Reliance MediaWorks, where we did promos for films like ABCD, Luv Shuv Tey Chicken Khurana, Housefull 2, My Friend Pinto… around 27 films.

Working for a corporate production house surely ensures a regular supply of work but some of the processes are limiting and too much to handle. So, in my quest for creative satisfaction, I launched my own company called Mytri Aditya Warrior Productions. It was during My Friend Pinto that I met Sanjay Leela Bhansali. We developed a great professional relationship and that’s how I came on board to make the trailer of Ramleela.

On Ramleela’s Trailer

The film is very different from any of Bhansali’s previous films and he gave us the leeway to make the trailer as we liked. He wanted us to blow him away. Big films are usually easier to make trailers for because of the star element and this film had all the essentials of a sure-shot blockbuster. The director is very famous. The lead actors, Deepika Padukone and Ranveer Singh, are both popular and it is the first time they have been paired. Music was also an advantage. It’s always a tough call to decide what to reveal and what not to reveal in the trailer. When you crack that formula, you have a winner on your hands.

The Response

YouTube has become the best parameter to gauge the response of a film. You have to present your trailer online, first on YouTube, these days. We have received a thumping response online. Mr Bhansali too has received a lot of positive feedback about the trailer from various stars and filmmakers.

What Next?

We have also worked on the trailer of Singh Saab The Great and have a few more projects lined up.

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