[INTO THE GAON]
A24
How Three Characters Became Hollywood’s Most Coveted Seal of Approval
A24
Think of cinema’s legendary visionaries—Steven Spielberg, Quentin Tarantino, Christopher Nolan—who defined the language of modern Hollywood and set the gold standard for storytelling. Over the past decade, another name has emerged—not a filmmaker, not an actor, but a studio. A24, once a scrappy indie distributor, has grown into a cultural powerhouse, rewriting the rules of filmmaking, marketing, and how audiences experience cinema itself.
Today, its three-character logo is a promise: whether it’s a haunting horror, a multiverse-spanning epic, or a heart-wrenching drama, the film bearing those three characters will be bold, boundary-pushing, and unforgettable.
A24’s Origins: From the Autostrada to the Oscars
“I was with a group of friends in southern Italy, driving into Rome, when I had a moment of clarity. It happened on the A24, or Autostrada 24 (motorway), and in that instant, I thought: Now is the time to do this.”
– Daniel Katz, reflecting on the inception of A24
The seeds of A24 were planted on a winding Italian motorway, where Daniel Katz experienced a sudden entrepreneurial epiphany. As a seasoned film financier with Guggenheim Partners, Katz had long harbored ambitions to start his own company, but the risk-averse nature of Hollywood often gave him pause. However, that drive on Italy’s Autostrada A24 sparked a bold vision: to create a studio that prioritized bold storytelling and filmmakers’ creative freedom.
(From left) A24 founders David Fenkel, John Hodges and Daniel Katz
Upon returning to New York in 2012, Katz teamed up with two equally seasoned industry professionals: David Fenkel and John Hodges. Fenkel had co-founded Oscilloscope Laboratories, which gained recognition for distributing daring films like We Need to Talk About Kevin. Hodges brought production expertise from Big Beach Films, where he worked on critical hits like Little Miss Sunshine. Together, they identified a glaring gap in the film industry—major studios increasingly favored blockbuster franchises, leaving a vacuum for innovative, auteur-driven stories.
“Films didn’t seem as exciting to us as when we started our careers. And that signaled an opportunity.”
– Daniel Katz on Hollywood’s creative stagnation
The trio founded A24 with a lean, pragmatic strategy: start as a distributor. Rather than taking on the financial risks of producing movies, they acquired finished films at festivals like Sundance and focused their resources on marketing. This approach allowed them to minimize exposure while carving out a niche in a highly competitive industry.
Breaking the Mold
From the outset, A24 operated differently. The studio blended Katz’s financing acumen with Fenkel and Hodges’ creative instincts, creating a flat organizational structure that mirrored tech startups more than Hollywood conglomerates. “No one has an office; everyone sits out on an open-plan floor,” a team member noted, describing the collaborative culture that encouraged bold ideas at every level.
A24 also adopted a contrarian marketing approach, steering clear of traditional campaigns for strategies that felt authentic and “extremely online.” For their first major hit, Spring Breakers (2013), they sent custom gun-shaped bongs engraved with the film’s logo to Harmony Korine’s team, winning over the director and setting the tone for the studio’s future marketing stunts.
“We specifically size films so that they’re not massive swings.”
– Daniel Katz on balancing creative risk with financial prudence
This financial discipline was pivotal. By working with manageable budgets—typically under $10 million—A24 had room to take creative risks without jeopardizing its survival. That calculated risk-taking paid off with Spring Breakers and laid the groundwork for an ethos that still defines the studio.
Defining Hits: A Timeline of A24’s Iconic Films
A24’s journey is marked by films that have pushed boundaries and redefined modern cinema. Here’s a chronological look at the defining films that have propelled its rise:
Spring Breakers (2013)
Spring Breakers | A24
Harmony Korine’s provocative crime drama paired Selena Gomez and James Franco in a surreal exploration of youth and excess. A24’s marketing—including custom gun-shaped bongs—turned the $5 million film into a $31 million hit and announced the studio as a tastemaker.
Ex Machina (2015)
Ex Machina | A24
Alex Garland’s AI thriller, starring Alicia Vikander as a humanoid robot, was both thought-provoking and visually stunning. A Tinder bot mimicking Ava’s character captivated audiences at SXSW, while the film’s $15 million budget turned into $36 million at the box office—and an Oscar for Visual Effects.
Moonlight (2016)
Moonlight | A24
Barry Jenkins, the director of Moonlight, described the experience:
“If I told you I was opening a Hollywood studio and the first film I was going to put my money into was going to be a triptych about a gay Black boy… would you say, ‘Yes, that sounds like an awesome idea?’ Probably not. But these people did.”
This willingness to embrace unconventional stories catapulted A24 into the spotlight as Jenkin’s poetic exploration of identity and love grossed $65 million on a $4 million budget. Moonlight won three Oscars, including Best Picture—a historic achievement that solidified A24’s reputation as the champion of innovative storytelling.
Hereditary (2018)
Hereditary | A24
Ari Aster’s debut brought grief and psychological terror into the horror genre. Toni Collette’s acclaimed performance helped the $10 million film gross $80 million globally.
Midsommar (2019)
Midsommar | A24
Aster’s follow-up was a sunlit nightmare that broke horror conventions. Florence Pugh’s breakout role made it a cultural event, earning $47 million.
Uncut Gems (2019)
Uncut Gems | A24
The Safdie Brothers’ adrenaline-fueled thriller featured Adam Sandler in his career-best role as a jeweler spiraling into chaos. With $50 million in global earnings, it cemented A24’s reputation for bold casting choices.
Everything Everywhere All at Once (2022)
Everything Everywhere All at Once | A24
The Daniels’ multiverse epic blended absurd humor with emotional depth. Costing just $25 million, it grossed $140 million worldwide and swept seven Oscars, becoming A24’s defining masterpiece.
The A24 Aesthetic
Why Do A24 Films Look Like That | Movie LUTs
What makes a film feel undeniably “A24”? It’s not just the striking neon visuals or the haunting scores; it’s a commitment to bold, singular visions that prioritize creative risk-taking and emotional resonance. While most studios aim to craft films that appeal to the broadest possible audience, A24 has carved a niche by championing stories that are personal, provocative, and unafraid to explore uncharted territory.
Visual Storytelling That Sticks
Midsommar | Color Film Collection
Moonlight | Color Film Collection
An A24 film is immediately recognizable. From the neon-soaked chaos of Spring Breakers to the sun-drenched horror of Midsommar, the studio’s visual identity hinges on atmospheric cinematography and meticulously curated color palettes. Filmmakers working with A24 often employ unconventional framing and lighting to evoke an emotional response, creating imagery that lingers long after the credits roll. This is especially true in Moonlight, where James Laxton’s use of natural light and vibrant blues deepens the film’s intimacy and poignancy.
Themes That Resonate
Minari | A24
A24 films often grapple with universal human experiences—grief, love, identity—through highly specific and often surreal lenses. Hereditary and The Witch redefined horror by focusing on the psychological and emotional depths of their characters. Meanwhile, Lady Bird and Minari elevated coming-of-age and immigrant narratives, respectively, by rooting their stories in authenticity and nuance.
Atmosphere Over Action
Unlike blockbuster-driven studios, A24’s focus is often on mood and tone rather than spectacle. The studio has become synonymous with “slow-burn” storytelling, where tension builds quietly until it explodes. In The Lighthouse, Robert Eggers’ claustrophobic cinematography and disorienting sound design amplify the film’s descent into madness. Similarly, Uncut Gems delivers a relentless, anxiety-inducing pace that mirrors its protagonist’s chaotic life.
The Iconic “Look” of A24
Though A24 films span genres, they share an ineffable “look” that ties them together. Their branding extends into their marketing and merch, creating a cohesive identity that feels as much a lifestyle as it does a studio. The result? A24 is not just a name in the credits—it’s a seal of approval, a guarantee of craft, creativity, and originality.
In an industry driven by formulas and franchises, A24 stands as a beacon of artistic integrity. Their films don’t just entertain; they challenge, provoke, and leave an indelible mark on the audience. That is what makes a film feel “A24.”
The Economics of A24: Breaking the “Rat Hole” Curse
The economics of independent film is famously brutal. Only 3.4% of indie films ever turn a profit, with the vast majority failing to secure theatrical distribution or break even. A24, however, has defied these bleak odds to become one of the most profitable and celebrated players in the industry. Through savvy budgeting, strategic partnerships, and an unparalleled knack for viral marketing, A24 has rewritten the rulebook for indie cinema economics.
Lean Budgets, Big Returns
Data from Box Office Mojo (IMDb)
A24’s financial strategy revolves around keeping budgets lean while amplifying returns through high-quality storytelling and sharp marketing. Instead of investing in big-budget blockbusters, the studio bets on auteur-driven films with smaller financial outlays and the potential for exponential returns:
Moonlight: Produced on a modest $4 million budget, Barry Jenkins’ Oscar-winning masterpiece grossed $65 million worldwide—a 16x return on investment.
Hereditary: Ari Aster’s debut horror film cost $10 million to produce and earned $80 million globally, redefining the economics of arthouse horror.
Everything Everywhere All At Once: With a $25 million production budget, this multiverse epic went on to gross over $140 million worldwide, becoming A24’s highest-grossing film to date.
By maintaining tight financial controls and leveraging their directors’ creative talents, A24 consistently produces critically acclaimed hits without the financial risks associated with major studio projects.
Strategic Partnerships for Stability
A24’s ability to thrive isn’t just about box office successes—it’s also about securing stable, recurring revenue streams through strategic partnerships. Deals with Apple TV+ and Showtime have allowed A24 to expand into television while mitigating the risk inherent in feature film production. These partnerships enable A24 to fund and distribute high-quality TV projects like Euphoria (HBO) and Beef (Netflix), both of which have become cultural phenomena in their own right.
Such collaborations also create a steady pipeline of content for streaming platforms, ensuring A24’s presence in the rapidly evolving entertainment landscape.
Viral Marketing Efficiency
Traditional Hollywood marketing campaigns often consume tens of millions of dollars, sometimes rivaling a film’s production budget. A24 has flipped the script by relying on viral, grassroots marketing strategies that resonate with digitally native audiences. Instead of flooding audiences with trailers, they craft targeted campaigns that blend humor, intrigue, and cultural relevance. Hence, it is not surprise that A24’s marketing strategies are a masterclass in creativity, blending modern technology, viral tactics, and a deep understanding of their audience. Here are the standout techniques that have cemented their films as cultural phenomena:
Viral Campaigns
Ava’s Tinder Profile
To promote Ex Machina (2015), A24 created a Tinder profile for Ava, the AI character played by Alicia Vikander. Users who matched with her engaged in eerie conversations before being directed to the film’s website, cleverly merging the film’s themes with an interactive experience.
Iconic Visuals and Memes
“Look at my sh*t” meme
A24 consistently capitalizes on the shareability of their content. With Spring Breakers (2013), they leaned into its provocative imagery, like James Franco’s infamous “Look at my sh*t” scene, to flood social media with GIFs and memes that became instant cultural touchpoints.
Immersive Experiential Marketing
The Green Knight RPG Game Kit
For The Green Knight (2021), A24 launched an elaborate tabletop role-playing game (RPG) based on the film, allowing fans to dive into its medieval world. Similarly, Hereditary (2018) was marketed with unsettling experiential stunts, such as a miniature house replica sent to journalists and influencers.
Merchandise: Turning Fandom into a Lifestyle
Everything Everywhere All at Once | Hot Dog Finger Gloves
Everything Everywhere All at Once | Googly Eyes
Everything Everywhere All at Once | Pet Rock
Midsommar | May Queen Tree Topper
Midsommar | Summer Solstice
A24’s merchandise transforms their films into tangible cultural artifacts. From the $36 Hot Dog Finger gloves and googly eyes of Everything Everywhere All at Once to Midsommar’s May Queen tree topper and incense burners, each item invites fans to carry a piece of their favorite stories into everyday life, turning them into passionate brand ambassadors.”
Direct Engagement with Audiences
Through AAA24, a membership program offering perks like zines, exclusive content, and early access to merchandise, A24 has cultivated a dedicated community. This model not only generates recurring revenue but also deepens their connection with fans.
Strategic Collaborations
Priscilla x Half Magic Eye Set
Priscilla x J. Hannah Silver Heart Locket
By teaming up with brands like Online Ceramics or creating makeup kits and accessories inspired by Priscilla, A24 bridges their films into other industries, ensuring their influence extends beyond the screen.
Nostalgia-Driven Promotions
@words_of_whimsy | X
For Eighth Grade (2018), A24 tapped into the awkwardness of middle school by releasing screenings exclusively for teenagers, capturing the film’s target audience with authenticity and charm.
A24’s marketing is more than just selling tickets—it’s about creating cultural moments. By merging art, technology, and community, they’ve established a model that doesn’t just advertise films—it builds a legacy.
This approach keeps marketing costs low while driving engagement and fostering a devoted fanbase that actively promotes A24’s releases.
Valuation and Investment
In 2022, A24’s financial success and cultural cachet attracted a $225 million investment led by Stripes, valuing the company at $2.5 billion. This valuation reflects A24’s growth not just as a film studio but as a burgeoning media empire with ventures in television, music, publishing, and consumer goods.
The investment round signaled confidence in A24’s ability to continue outperforming industry norms and positioned the studio for further expansion into untapped markets.
The Future of A24’s Economics
As A24 grows, it faces new economic challenges, including the potential for dilution of its brand and the volatility of the entertainment market. However, its diversified revenue streams, data-driven marketing, and focus on auteur-driven projects position it as a resilient and adaptable force in Hollywood.
In an industry where profitability often feels like an impossible dream, A24 has broken the “rat hole” curse, proving that bold creativity and smart economics can coexist.
Notable Directors: The Visionaries Behind A24’s Magic
A24’s success is inseparable from the directors who brought their singular visions to life. The studio’s commitment to nurturing talent has fostered an environment for groundbreaking filmmakers to thrive:
Barry Jenkins (Moonlight)
Getty Images
Moonlight (2016), Jenkins’ triptych of self-discovery in a young Black man’s life, earned A24 its first Best Picture Oscar. Jenkins’ sensitive storytelling and lush visual style cemented his status as one of the greats. His collaboration with A24 marked a turning point for the studio, proving their ability to champion stories from underrepresented voices.
Ari Aster (Hereditary, Midsommar)
Getty Images
Aster redefined horror with Hereditary (2018), a visceral exploration of grief, and Midsommar (2019), a sun-drenched pagan nightmare. His films are hallmarks of A24’s horror catalog: cerebral, unsettling, and deeply personal.
Robert Eggers (The Witch, The Lighthouse)
The New York Times
Eggers’ meticulous attention to historical detail created The Witch (2015), a Puritanical tale of paranoia, and The Lighthouse (2019), a psychological drama drenched in maritime madness. Eggers’ unique voice embodies A24’s commitment to auteur-driven storytelling.
Greta Gerwig (Lady Bird)
Page Six
Lady Bird (2017), Gerwig’s semi-autobiographical coming-of-age story, became a cultural touchstone, earning five Oscar nominations. Her partnership with A24 showcased their ability to elevate deeply personal narratives.
The Daniels (Swiss Army Man, Everything Everywhere All at Once)
Advance Local
Daniel Kwan and Daniel Scheinert’s films are as absurd as they are emotionally resonant. From the surreal Swiss Army Man (2016) to the multiverse-spanning Everything Everywhere All at Once (2022), the Daniels push cinematic boundaries. Their 2022 hit became A24’s crowning achievement, grossing $140 million and winning seven Oscars.
Sofia Coppola (On the Rocks, Priscilla)
Mastermind
Known for her dreamy visual style, Coppola explores fame, intimacy, and isolation in her A24 collaborations. Priscilla (2023) earned acclaim for its nuanced depiction of Priscilla Presley’s life, cementing Coppola as a master of subtle storytelling.
Lee Isaac Chung (Minari)
Getty Images
Chung’s semi-autobiographical Minari (2020) tells the heartfelt story of a Korean-American family chasing the American Dream. The film earned six Oscar nominations and solidified A24’s reputation for championing stories of cultural specificity and universal resonance.
Celine Song (Past Lives)
WireImage
Song’s debut feature Past Lives (2023) is an exquisite exploration of love, destiny, and identity. The film’s quiet emotional power has been lauded as a career-defining start for Song and a perfect example of A24’s ability to amplify fresh voices.
Bo Burnham (Eighth Grade)
Netflix
Burnham’s brutally honest and empathetic portrait of adolescence in Eighth Grade (2018) proved that even YouTube comedians could transition into acclaimed filmmakers with the right support.
Jonah Hill (Mid90s)
FilmMagic
Hill’s directorial debut, Mid90s (2018), captured the raw, nostalgic essence of youth and skateboarding culture, showcasing his knack for intimate storytelling.
A24 as a Cultural Conglomerate
A24’s success extends far beyond the realm of cinema. Over the years, it has evolved into a multidisciplinary cultural powerhouse, branching into television, music, publishing, and other mediums—all while maintaining its distinctive artistic sensibility.
Television: The Next Frontier
A24 has shown an impressive talent for bringing its unique style and vision to TV shows and series.
FilmMagic
Euphoria (HBO): The visually stunning, emotionally raw teen drama has become a cultural touchstone. Its themes of addiction, identity, and adolescence, paired with Zendaya’s Emmy-winning performance, have cemented its place in the zeitgeist. The show’s daring visual style and unapologetic narrative align perfectly with A24’s reputation for bold storytelling.
Beef | Netflix Series
Beef (Netflix): This darkly comedic exploration of rage and connection, starring Steven Yeun and Ali Wong, showcased A24’s ability to deliver gripping narratives on streaming platforms. Praised for its layered storytelling and stellar performances, Beef proved that A24 could thrive in both theatrical releases and serialized formats.
The Idol | HBO
The Idol (HBO): The Idol, a collaboration with The Weeknd, was widely panned for its cringe-worthy dialogue, excessive sensationalism, and disjointed storytelling. What was billed as a provocative exploration of fame and power instead became a cautionary tale of how even A24’s daring approach can misfire. While the show stirred conversation, it largely reinforced the idea that not every risk yields rewards.
Music: Reviving Icons and Exploring New Sounds
A24’s music ventures reflect its knack for curating unique cultural moments:
Talking Heads Concert Film
Stop Making Sense: The studio’s restoration and re-release of the Talking Heads’ iconic 1984 concert film brought a new generation to one of the greatest concert movies of all time. Alongside screenings, A24 produced a vinyl soundtrack and special merch, blending nostalgia with modern branding.
Soundtrack Releases: A24 frequently partners with vinyl producers to release high-quality soundtracks for its films, such as Hereditary and The Green Knight, turning them into coveted collector’s items.
Publishing: Creativity in Print
A24’s foray into publishing extends the studio’s storytelling beyond the screen:
A24 Screenplay Books
Books and Screenplays: A24 publishes screenplay books and photo books for nearly every film they release. These stunning publications provide fans with behind-the-scenes insights, production stills, and director commentary, making each film feel like a work of art worth dissecting. The books aim to offer the fans a visual deep dive into the aesthetics, production design, and artistic vision of their projects
The Minari Cookbook
The Minari Cookbook: Inspired by the themes of family and tradition in Minari, this digital recipe book celebrates Korean-American cuisine, providing fans with an intimate connection to the film’s cultural roots.
Daniel Kwan Kid’s Book Set
Daniel Kwan’s Children’s Book: One half of the Daniels, Daniel Kwan, released a whimsical children’s book through A24’s publishing arm, showcasing the studio’s support for creators exploring diverse mediums.
A Lifestyle Beyond Film
A24’s publishing and merchandise ventures are not just side projects—they are key to transforming the studio into a lifestyle brand. By offering fans ways to engage with its films through tangible products, A24 deepens its connection to audiences and ensures its stories resonate long after the credits roll.
Upcoming Projects: What’s Next
A24’s upcoming projects reflect its bold commitment to diverse, thought-provoking stories across genres:
Queer | A24
Queer: Directed by Luca Guadagnino, this adaptation of William S. Burroughs’ novel delves into themes of isolation and sexuality, promising a raw, introspective journey.
Y2K | A24
Y2K: Jonah Hill takes the helm in this nostalgic thriller set during the chaos and excitement of the millennium’s turn.
The Brutalist | A24
The Brutalist: Brady Corbet directs a visually arresting drama centered on post-war architecture and human survival, starring Adrien Brody and Felicity Jones.
Marty Supreme | A24
Marty Supreme: Timothée Chalamet stars in and co-produces this sports drama directed by Josh Safdie, chronicling the eccentric life of professional ping-pong player Marty Reisman. With a supporting cast including Gwyneth Paltrow and Tyler, the Creator, the film has generated significant buzz since filming began in New York.
A24’s Legacy
In just over a decade, A24 has proven that cinema can still surprise, challenge, and inspire. It’s not just a brand; it’s a promise—to audiences hungry for originality and to creators yearning for freedom. As the entertainment industry evolves, one question lingers: what unpredictable story will A24 tell next? Whatever it is, one thing’s for sure—those three characters will have us all watching.
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