We opted for a guerilla approach quite like those adopted by cult bands and rave artists. To advertise, but in an unorthodox manner befitting the non-conformist brand that A: Door was.

We did this simply by publicising Kusturica's UNDERGROUND,as trompe l'oeil. Circular posters were put up at various public places and on flooring where one wouldn't normally expect to see manholes, such as in corridors of offices and lobbies of shopping malls.

The results were slow but had an avalanche effect in the coming weeks, the publicity posters went on to become a collectors' item. From a trickle of new visitors to A:Door, it now entertains a veritable crowd of those seeking quality cinema and also some who are just plain curious.