The Studio that Redefined Independent Cinema

When we think of great films, our minds often jump to renowned directors like Spielberg, Hitchcock, or Peele, or to actors like Meryl Streep, Viola Davis, or Morgan Freeman. However, in recent years, a new name has emerged in the film industry, and it's not a person but a studio: A24. With over 50 Oscar nominations and 16 wins, A24 has become a force to be reckoned with.

This studio has not only dominated the Halloween season but has also made its mark in various other realms. The reason you know their name is all part of their deliberate strategy, which has propelled A24 from a small distribution company to producing some of the most impactful and unconventional movies and TV shows of the past decade. In fact, I might have seen more A24 films than some of the people who work at A24.

I'm Nate Jones, a senior writer for Vulture in New York Magazine, and in August last year, on 8/24, I ranked all of their films from worst to best. A24 was founded on two fundamental creative principles: giving directors unparalleled creative freedom and finding innovative ways to finance their projects since taking creative risks can be financially challenging.

Instead of investing in traditional forms of marketing, A24 decided to rely on viral marketing and word-of-mouth strategies to bring attention to their movies, which proved to be cost-effective. Initially, they solely focused on acquiring distribution rights for existing independent films rather than producing their own. To understand their journey, let's delve into the three stages of the moviemaking pipeline.

First, there's production, where movies are made. Then comes distribution, where a company purchases the rights to a finished film and handles marketing and connecting with exhibitors. Lastly, there's exhibition, where movies are shown to the public by companies like theaters and streaming services. Major studios typically handle both production and distribution, whereas smaller independent films often seek distribution after being showcased at film festivals.

A24 primarily began as a distribution company, acquiring the rights to great independent movies. This approach was more financially feasible since producing a film requires significant investment, whereas buying the rights to an already made film is comparatively easier. Let's take their first hit, "Spring Breakers," as an example to see how their strategies came together.

"Spring Breakers" was the first A24 film I watched, and it served as an excellent introduction to the distinctive A24 style. Directed by Harmony Korine, the film had a strong artistic vision that resonated with A24's ethos. A24 even courted Korine by creating custom gun-shaped bongs. The movie featured striking visuals, such as rain that resembled blood, and a neon color palette that has since become synonymous with A24 films.

It had a clear hook, casting former Disney starlets like Selena Gomez, who portrayed characters engaging in illicit activities and drug use. For young viewers who grew up watching clean-cut Disney content, seeing these actors in such gritty roles created a stark contrast. Moreover, the film had scenes that quickly became memes, like James Franco's memorable speech.

A24's innovative online marketing strategy, which incorporated GIFs and memes, generated buzz around the movie. Their tactics paid off, as "Spring Breakers" broke attendance records during its opening weekend and achieved tremendous success in limited release. The film became a word-of-mouth hit and performed exceptionally well compared to other independent films of the time.

This success validated A24's approach. By curating distinct and evocative films, employing cost-effective online marketing, and implementing strategic distribution methods, A24 established its position in the industry. Their ability to create a strong brand identity is unparalleled. When you think of an A24 film, you know it's going to be something unique and offbeat.

A24 nurtured and launched the careers of talented filmmakers such as Ari Aster, the Daniels, and Robert Eggers. They also provided opportunities for directorial debuts by Greta Gerwig, Jonah Hill, and Bo Burnham. A24's marketing shrewdness was evident with films like "Ex Machina," for which they created a Tinder account for Alicia Vikander's character to engage viewers directly.

Their impact extended beyond movies. In 2017, A24 ventured into TV production, with series like "Euphoria" on HBO, which showcased their distinct style. They also capitalized on merchandising, not only for individual films but also for the A24 brand itself. Collaborations, limited edition drops, and exclusive merchandise built a cult-like following around their editorial sensibilities.

Despite their undeniable successes, A24, like any studio, has produced its share of less impressive films. However, they have a unique ability to manage these missteps by discreetly directing them to platforms like DirecTV or Apple TV, ensuring they don't tarnish the overall brand image. Consequently, many lesser-known A24 films remain under the radar.

A24's trajectory and reputation make it tempting to believe they possess the Midas touch. While their accomplishments are noteworthy, it's important to acknowledge that they, too, produce films that don't resonate with audiences. Yet, their consistent strategies continue to yield significant wins. A24 films are known for their distinctive style, offering audiences something different, offbeat, and unexpected.

The name "A24" holds no special symbolism but instead adds to the abstract and mysterious allure surrounding the studio. It sparks curiosity, just like many of their films. As a viewer, you might ponder hidden meanings and dive deeper into the A24 experience. This studio has carved out a niche for itself, unlike any other indie studio, with a blend of curiosity, distinct taste, and an unwavering commitment to pushing boundaries.