The Appeal of A24

 
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You’ve seen the logo before. The combination of one letter and two numbers that gracefully dance in vivid colors across the silver screen before the beginning of every one of their films and trailers. Indeed, I’m talking about the one and only, A24.

What was once fully named A24 Films, this New York based independent entertainment company was founded in 2012 by established film production professionals Daniel Katz, David Fenkel, and John Hodges. With this newly created studio, the three men continued to specialize in film distribution and television production. And to their surprise, A24 Films would find itself with its first box office success after just less than a year of being made.

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Upon the 2013 release of Spring Breakers, A24 Films finally put itself on the map. This raunchy crime drama made a substantial 31.7 million dollars in revenue, despite a relatively small budget of 5 million dollars. But how did they do it? While many of their leading competitors - like Universal Studios or Paramount Pictures - would likely invest their marketing budget on cable television advertisements, this indie arthouse opted towards a strategy that would effectively appeal to a younger audience: social media. It was after an outrageous, (perhaps offensive), image of the Spring Breaker’s cast superimposed on The Last Supper painting went viral on Facebook, that the film started to receive major buzz. While this method may have been unconventional, it certainly proved to work to their benefit. 

From then on, A24 Films began picking up the rights to films that would become major hits among avid moviegoers. This list contains, but is not limited to, films like The Bling Ring (2013), Ex Machina (2014), Room (2015), and The Witch (2015). Not to mention, some of these films even went on to earn countless prestigious awards. Most notably, Barry Jenkins’ 2016 drama Moonlight was A24’s first time receiving the highly coveted Academy Award for Best Picture. This marked a significant moment in film history, as Moonlight was the first film with an all-black cast, and the first LGBT-themed film to win this major award. Moonlight was also the first film A24 produced and distributed themselves; a further testament to the company’s capability of producing award-winning content.

But how has A24 managed to maintain a consistent line of success and achievement year after year? One key element that makes A24 stand out from other major distributors, is that they have continuously selected films that feature both sincere and authentic stories. This isn’t to say that other companies do not also do this, however, it is evident that A24 is driven more by passion and the earnest desire to share personal stories over an easy cash grab - such as franchises, live-action remakes, reboots, etc. A24 could have easily made a sequel to one of their dozens of hit films, but they have not, and for good reason. They understand that there are more creative stories to be told, and the projects they have chosen to distribute are justifiable as stand-alone films.

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Not to mention, A24 has continuously surprised their followers with the kinds of films they decide to take, by not limiting themselves to any one genre. For example, A24 has participated in a variety of films, ranging from coming-of-age movies like Bo Burnham’s Eighth Grade, to psychological thrillers such as Ari Aster’s Hereditary, (both of which were released in 2018). I find it truly admirable that the company gives the directors creative freedom during the production process. Instead of catering the films to their audience, A24 chooses to do the complete opposite. They respect that each filmmaker has their own unique visions and therefore, do not let any agenda get in the way of this. 

On a similar note, it is clear that A24 encourages new voices and stories in terms of the directors and actors of their films. While many A24 movies include well-known and highly acclaimed actors like William Dafoe in The Florida Project (2017), they are also known for introducing up-and-coming talent, such as casting Bria Vinaite who was discovered on Instagram. In 2017, A24 also worked alongside Greta Gerwig for her directorial debut Lady Bird. Though Gerwig was primarily known as a writer and actress within the film industry, A24 offered her the opportunity to develop this very personal and authentic story from script to screen. In itself, this action demonstrates that the studio genuinely cares about its creators and the stories they wish to tell. Moreover, it indicates that A24 generally prioritizes quality content over quantity.

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One element that is practically synonymous with the A24 brand is their visually stunning cinematography. In fact, I have seen the term “A24” used as an adjective to describe aesthetically pleasing films, even if the film is not associated with the distribution company. I find it particularly interesting how A24 has managed to create a cohesive look that is associated with every one of their films, even if they each exhibit their own distinct visual aesthetic. It is as though the very nature of utilizing color palettes or certain visual motifs has become A24’s signature trademark. This idea can be seen in their films like Moonlight (2016), which repeatedly uses shades of blue and purple, or in one of their shows, such as Euphoria (2019), which implements an abundance of smooth, quick pans, dolly shots, and tilts. While these two projects tell completely disparate stories and are operating with different cinematography techniques, both seem to share a certain visual quality that is unique to A24.

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This entertainment company also practically dominates the merchandise market within the world of film production and distribution labels. There really is no other studio that sells merchandise as highly coveted and sought after as A24’s exclusive archive. Throughout their shop, one can find pieces as minimalistic as a basic white tee with a screen printed A24 logo, or other items as niche as their line of genre candles, which as the name implies, are a selection of candles with fragrances inspired by classic film genres. Some of my personal favorite items include the mini puzzle set of Lady Bird’s pink cast, the Hereditary Screenplay Book, and the Bear in a Cage, (which is in fact, a toy bear in a cage in reference to the hit 2019 film, Midsommar). 

Upon browsing the A24 shop, I have noticed that many of their items are quite pricey. However, this certainly does not stop their loyal supporters from repeatedly purchasing all of their merchandise - aka selling out their shop. Some fans have even turned to resale sites to buy A24 goods that sometimes go for upwards of $200, such as a “Mid ’90s” (2018) miniature skateboard toy I found on Ebay. Though these hefty prices may seem unreasonable for a simple toy or shirt, I think many fans find these items to embody a level of swag - something they can flex. It is as if wearing the A24 insignia is a badge for an exclusive club that everyone wants in on. You can even compare A24’s merchandise to that of hyped-up brands like Supreme, which sell similar odd products at high prices, (like the time they once sold a regular brick for a retail value of $70). Considering all of this, I would argue that merchandise is a significant factor that allows A24 to clearly stand above their competition. 

Another notable element that sets A24 apart, is the strategic way in which they market and promote their brand. On the more technical side, the company has made several partnerships with major streaming platforms such as Amazon Prime Video, Showtime, HBO, Apple TV+, and DIRECTV. Ultimately, these deals have allowed A24 to expand their reach to a much larger consumer base, which in turn has also established their brand within the world of film and television.

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But out of all of these varying factors, I would argue that A24’s use of social media was key in their successful attempt at creating their own brand. The simple act of tweeting or retweeting edgy, witty memes made the brand seem self-aware and more importantly, personable - separating themselves from out-of-touch companies who were trying to appeal to younger people but miserably failing to do so. Essentially, social media gave them the platform to connect to their audience in a way that other companies were not able to do. Now, the indie studio boasts an impressive 1.6 million followers on Twitter and 747k followers on Instagram.

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As social media has become a major part of A24’s brand, it makes sense that they have dedicated 95% of their marketing budget for online use, especially considering that their target audience is mainly Gen Z and Millenials. For many of their past and upcoming films, they have used social media to their advantage by posting eye-catching advertisements. To promote their 2014 film Ex Machina, the marketing team created a fake Tinder profile for one of its characters named Ava. Whenever Ava matched with someone, the bot sent a few messages to its recipient before it left with the film’s official Instagram handle @meetava. One particularly unexpected marketing tactic was the time Robert Egger’s The Witch (2015) partnered with the Satanic Temple to create a website called “Satanic Revolution”, (which unfortunately has already been taken down), in support of the film’s release. While this was certainly an unconventional way to advertise a film, I would say that it possibly worked in their favor considering its impressive 90% score on Rotten Tomatoes. 

With all of these factors in mind, it makes sense why A24 has exponentially grown in popularity just within the span of a few years. This love for the brand can be seen all throughout social media; from TikTok, to film Twitter, or even among Millennial and Gen Z movie lovers. And just based on this ever-growing fanbase, I doubt A24 will be going away anytime soon.

Even with hundreds of arthouse theaters closed due to the ongoing pandemic, A24 films continue to be in great demand, possibly more than ever before. While stuck at home, many fans have turned to streaming services like Amazon Prime, Netflix, and Showtime to keep up-to-date with the 100 films they have distributed so far. I have even seen many fans on Letterboxd making ranked lists of all the A24 films they have watched recently. Personally, I really enjoyed watching the 17th century based horror film The Witch (2015), as well as the gritty, crime thriller Good Time (2017).

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Having developed an iconic reputation among filmmakers and film lovers alike, I think it is clear that A24 has an even brighter future in store. Whether it be earning numerous nominations and awards at the Oscars, or earning a noteworthy 100% Certified Fresh Rotten Tomatoes score, I am certain A24 will continue achieving such success for years to come. As for now, keep on the lookout for some of their upcoming releases this year, including Zola, Minari, The Green Knight, and Saint Maud.

 
Madeleine Lingadbatch 4