How A24 took over Hollywood

TL;DR

A24 took over Hollywood by pairing unusual, director-driven films with low-cost viral marketing, word of mouth, and a distinctive brand. Founded as a distribution company, it proved this strategy with Spring Breakers, then helped launch filmmakers including Ari Aster, the Daniels, and Robert Eggers. Its films earned more than 50 Oscar nominations and 16 wins, so read on to see how its creative and commercial choices worked together.

Transcript

When you think of great films you might think of their directors like Spielberg, Hitchcock, Peele or actors like Meryl Streep, Viola Davis, Morgan Freeman. But recently, there's a new name in the mix and it's not a person but a studio. A24. A24 movies have been nominated for over 50 Oscars and have won 16. They've taken over Halloween and may... Read More

Key Insights

• A24 was founded as a distribution company, focusing on acquiring indie films and using viral marketing strategies to promote them, instead of traditional marketing methods.
• The studio's first major success was 'Spring Breakers,' which exemplified A24's unique style and marketing approach, leveraging memes and viral content to create buzz.
• A24's strategy involves giving directors unprecedented creative freedom, allowing them to produce distinct and artistically driven films that stand out in the industry.
• The studio has successfully launched the careers of several notable directors, including Ari Aster, the Daniels, and Robert Eggers, by providing them with the platform and support to showcase their unique visions.
• A24's ability to create a strong brand identity is evident in their merchandising efforts, which include exclusive collaborations and limited edition drops that appeal to their cult following.
• Despite their successes, A24 also produces less successful films, which are quietly released on platforms like DirecTV and Apple TV, minimizing their impact on the studio's overall reputation.
• The studio expanded into television in 2017, producing series like 'Euphoria' and 'Beef,' further solidifying their presence in the entertainment industry.
• A24's name and brand have become synonymous with innovative, offbeat, and high-quality films, attracting a dedicated fan base that values originality and creativity.

Questions & Answers

Q: How did A24 take over Hollywood?

A24 gave directors almost unprecedented creative freedom while limiting spending on traditional advertising. It acquired distinctive indie films, promoted them through viral marketing and word of mouth, and developed a recognizable style that helped turn a small distribution company into a prominent film and television studio.

Q: What was A24's original business model?

A24 began solely as a distribution company, buying rights to completed independent films rather than producing them. This required less money than making films and allowed A24 to focus on finding, marketing, and connecting distinctive movies with theaters and streaming services.

Q: Why was Spring Breakers important to A24's success?

Spring Breakers was A24's first hit and demonstrated that its strategy could work. Its strong artistic vision, clear hook, and memeable scenes supported an online campaign that helped it set per-screen attendance records during its opening weekend and achieve that year's biggest limited-release premiere.

Q: How did A24 market Spring Breakers?

A24 used gifts, memes, and other online material to generate attention instead of relying on expensive traditional promotion. One Facebook meme amassed more than 20,000 likes in 2013, and word of mouth helped make the film a major success compared with other independent films of its era.

Q: How does A24 support filmmakers?

A24 was founded on the principle of giving directors almost unprecedented creative freedom. It helped launch the careers of Ari Aster, the Daniels, and Robert Eggers, while providing directorial debuts to Greta Gerwig, Jonah Hill, and Bo Burnham.

Q: How did A24 build such a recognizable brand?

A24 consistently curated distinctive, visually striking films and marketed them online for less money and greater virality. Its sense of taste created an almost personal studio style, making audiences feel they knew what an A24 film was.

Q: What are examples of A24's unconventional marketing?

For Spring Breakers, A24 courted director Harmony Korine with bespoke gun-shaped bongs and promoted the film using highly shareable memes. For Ex Machina, it created a Tinder account for Alicia Vikander's lead character that invited men to watch the movie.

Q: How successful has A24 been at the Oscars?

A24 movies have received more than 50 Oscar nominations and won 16 awards. The studio earned its first Oscars in 2016, including best actress for Brie Larson in Room.

Summary & Key Takeaways

• A24 has revolutionized the film industry by focusing on distributing unique indie films and employing viral marketing strategies, allowing them to stand out without traditional marketing expenses. Their approach has led to significant successes and the establishment of a strong brand identity in a short time.

• The studio's commitment to creative freedom has enabled them to produce distinct films that resonate with audiences, launching the careers of several acclaimed directors. Their innovative marketing and branding strategies have cultivated a dedicated fan base, further enhancing their reputation in the industry.

• While A24 has experienced great success, they also manage less successful films discreetly, ensuring their overall brand remains strong. Their expansion into television and merchandising efforts demonstrate their versatility and ability to adapt to evolving entertainment landscapes.