ADITYA CHOPRA / YASH CHOPRA

Love can never go out of fashion said Yash Chopra seventy-five just before Veer Zaara, his return to direction after seven year was to be released. Well his son Aditya Chopra thirty-six has achieved almost that. Since Yash Raj Films has produced an array of movies of different genres[ the chick flick Hum Tum 2004, the action-laden Dhoom  2004, the cross border epic Veer Zaara 2004, the caper movie Bunty aur Babli 2005, the romantic relationship comedy Salaam Namastey 2005, the youthful boy meets girl Neil N Nikki 2005, the terrorist meets blind girl Fanna 2006, the Afghanistan war movie Kabu Express 2006, and the special effect sudded Dhoom-2 (2006),. Then there is a family drama revolving sound a NAS CAR driver Tara Rum Pum 2007, another about an all-girls Hockey team Chak De India  2007, and a trippy road Movie Jhoom Barabar Jhoom 2007, But then a quick look at Yash Chopra’s own career shows that he is not just the king of romance. He directed the dark crime-and punishment saga Deewar 1975, the revenge drama Trishul 1978, and the gritty Kala Patthar 1979, But he had a fallow period in the mid 1980’s and early 1990’s. which was revived only when his then twenty-three year old son surprised him by writing and directing Dilwale Dulhania Le Jayenge 1995, . As Yash Chopra sits in his office his son prowling around outside he almost swells visibly with pride. I got to know my son only after I saw the movie. he says. The Punjabi folk song the use of the evocative classic “ Ae Meri Zohrajabeen” from his father’s 1965 memorable Waqt and the portrayal of value mixed with a youthful outlook on life was a revelation to audience.
Aditya or Adi as he is called lives dreams and breathes movies. He watches every film first day usually first

show, to understand what works with audiences. This acute understanding of the market has translated into his work. For example, while the character in his second film, Mohabbatein  20000, have no fixed address in Bunty aur Babli at a time when small-towm India was asserting itself the character acquired distinct locations and typical aspirations Unusual professions his four lead characters in Jhoom Barabar Jhoom are aglobal fixer a jewellery store manager a hotshot lawyer and a hotel PR executive the important of accessories and the value of looking good the leading ladies of Dhoom-2 were put on strict diets to help them fit into the bikinis that swamped Dhoom-2, show he has a finger on the pulse of the youth or at the every least he shows taht he feels they do have a pulse.
More than any time else Adi chopra a sports fanatic and pulp fiction reader who spent much of his youth on the sets of his father’s film Chandni 1989, Lamhe 1991,  and Darr  1993, has proved that it is possible for one studio to allow very different film maker to flourish. He took a chance on a failed film maker Dhoom and Dhoom-2 Sanjay Gandhvi had made the hopeless Tere Liye 2000. He gave two big films to assistant director Siddharth Anand Salaam Namaste and Tara Ram Pum  and he vested faith in Ram Gopal Verma’s former blue-eyed boy Shimit Amin with Chak De India Starring Shah Rukh Khan as well as in former cinematographer Anil Mehta, who is directing Madhuri Dixit in Aaja Nachle.
Yash Raj films is a factory where writers are nurtured it has a separate division that allows wroters to develop scripts and polishes existing ones. It is also believes in expanding to create the company now has its own music and overseas distribution divisions as well.
Clearly Aditya Chopra has a vision for his company’s one that is built on his father’s brand, created over thirty years of line film making. It combines the best of old world Bollywood relationships with stars that didn’t always require market fees, and the new one professionalism in marketing  the movies. Though he is a director himself he has shown a remarkable ability not to interfere in the actual process of making a film. Instead he is heavily involved in pre-production vetting the script reading with the actors even getting stars such as Shah Rukh Khan to participate optioning in film and placements  and checking countless audition tapes. One a movie is complete he powers the strategy of market it sitting in on meeting with media buying houses. He also has a reputation of putting stars in their place they are made to sign contracts abiding by the brand tie-ups within their movies. even if they have conflicting personal endorsements and also have to pay royalties to the studio for the use of their film songs in stage performances.
In Yash Chopra is a veteran whom no one in Bollywood can say ‘No” to and Aditya Chopra is a young man whom no one wants to offend. He can make stars launch directors and make movies that appeal to an increasingly demanding audience. He is as Shah Rukh Khan saye the young man who knows every thing making movies. And making them do well.