A24 Knows How to Get People to Watch Its Films

Photo-Illustration: Vulture; Photo Courtesy of A24 People love A24, the indie studio behind critical and commercial darlings such as Everything Everywhere All At Once, Ladybird, Moonlight, and Uncut Gems. But when moviegoers gush over an “A24 film,” it can be hard to tell whether they’re more excited about the “A24” part or the “film” part.

Nate Jones: Three dudes working in film with connections to finance and private equity. Basically, their gambit was: We can save money on the traditional marketing, in terms of buying a commercial during the Super Bowl and newspaper ads, and concentrate mostly on digital efforts. When you look back at some of these marketing campaigns, they’re truly genius. When A24 was releasing Ex Machina, they made a fake Tinder chat bot to help plug the movie. As part of the campaign for The Witch, they made Twitter accounts for various characters in that film, including a satanic goat. For Hereditary, they sent out creepy dolls to influencers and critics. It’s really genius.

AW: It’s a movie about Asian and Asian American immigrants, this family split over two experiences. When you look at a lot of early A24 stuff, it was pretty white. They have changed with the times in looking further afield from just the A24 boys in terms of who can make a movie. I would also say we are in for better and worse — I say mostly for worse — we are in a real era of brand loyalty. A24 may be this big story, but how else do people pick things to watch? Marvel, Disney, a lot of just massive brands that people just essentially kind of hitch themselves to.

How much of that is the merch? I don’t think I’ve ever experienced a movie studio in which people in my circles are actually excited about the merch. One of my friends yesterday was raving about his A24 fleece. My favorite thing in the A24 store is a candle version of one of the props from Everything Everywhere All at Once, Jamie Lee Curtis’s character’s Auditor of the Month trophy that looks like a butt plug.

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