The A24 brand - and its increasingly popular movies - was also starting to make its way offline. My goatee needs a shampoo- Black Phillip March 2, 2016 The campaign, which was used to promote the supernatural horror film “The Witch,” revolved around a Twitter handle for Black Phillip, the frightening animal who became a breakout viral star before and after the movie’s release. Less than a year later, the company was managing another completely fake social media profile - this time for a demonic goat.
Vinakder reportedly controlled the profile herself, staying in character while asking unsuspecting men questions from the movie’s dialog.
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The movie, starring Oscar Issac, Alicia Vikander and Domhnall Gleeson, was debuted along with a Tinder profile for “Ava,” the self-aware android Vikander portrays in the film. In 2015, A24 distributed “Ex Machina,” a critically adored sci-fi thriller that arrived with its own romantic ad campaign. That started changing in the following years, as the company took on bigger projects - and bigger marketing stunts. “ figured out a way to use social to talk directly to their customers - in their language.” ‘They’re selling movies, right?’Ī24’s Twitter account may have been a cult favorite, but back then its tweets were lucky to even get more than a dozen or so likes. “I’m not sure they get enough credit, but ‘Spring Breakers’ really was the first social media-promoted film,” he told In The Know. Instead, it could rely on its Facebook, Twitter and Instagram accounts to foster an audience of young, film obsessives who were steeped in internet culture. Wait Lindsay Lohan's twitter bio just says "Artist."- A24 August 22, 2013įaber says this revelation was crucial, as it helped the company make a name for itself without relying on the sort of traditional, big-budget ad strategies that other distributors were so reliant on.
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The movie itself was a major success - making more than six times its $5 million budget at the box office - but in many ways, it was A24’s social media team that came out on top. In March of 2013, the company distributed its third film, “Spring Breakers,” an independent film about a college vacation gone completely haywire. ‘The first social media promoted film’Ī24’s first moves may have been small, but they certainly made noise. I think that connection is what makes them stand out.”įaber added that every semester, his students come to class buzzing about a new A24 film - a level of hype that may not have been imaginable in the company’s earliest days. “ A24 has become the brand they discovered, believe in and root for - and more than that, they trust A24 to curate content for them. “There are a few companies out there now that speak very well to younger audiences,” Faber, who also runs Entertainment Research & Marketing (ERM), a marketing consulting company that has worked with A24 in the past, said.
Throughout its meteoric rise, A24 has used social media, viral marketing, shrewd film selection and hypebeast- style merchandise to create a brand that transcends well beyond theaters - especially for younger fans. That success has been far from conventional. Meanwhile, 2019 was the brand’s biggest box office year to date, with its movies pulling in nearly $100 million - a figure led, fittingly, by “Uncut Gems,” the company’s highest-earning film yet. The company’s movies have racked up 25 Academy Award nominations, including a Best Picture win for “Moonlight” in 2017.
“Certainly, audience segments today see ‘A24’ and know what type of film they’re going to get - and when I say ‘type’ I don’t mean genre,” Gary Faber, an adjunct professor of movie marketing at New York University, told In The Know.Īlso like Ratner, A24 has found more than a few ways to win over the past eight years. The production house, launched in 2012 by industry veterans Daniel Katz, David Fenkel and John Hodges, has exploded in popularity since its small-budget beginnings - a feat it’s accomplished by creating a brand that’s completely, incomparably distinct. It might be fair to say that A24, the independent film company which produced and distributed “Uncut Gems,” shares some ethos with Ratner.
The thesis of Sandler’s speech in the film - which was one of the most beloved and critically-acclaimed movies of 2019 - is simple: Howard Ratner takes risks he does things differently he wins on his own terms. Those are the internet-famous, meme-immortalized words spoken by Howard Ratner, the gambling-addicted jeweler played by Adam Sandler in “Uncut Gems.”
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