A24 & The Independent Film Culture

This now infamous logo, which appears for a brief moment before a film starts is only one of the hottest studios working today. A24 is an American independent entertainment company that brings some of the most memorable films in modern cinema to light.

From right: John Hodges, David Fenkel and Daniel Katz

A24 was founded in 2012 by Daniel Katz, David Fenkel and John Hodges as they blazed a trail of unbridled filmmaking made by creators who have a clear vision with a few drops of madness for good measure.

In 2012, A24's debut project, Spring Breakers (2012) which starred the likes of Selena Gomez, Ashley Benson, Vanessa Hudgens among others was only the first of many provoking films A24 would release from then on. Some of the most artistic and game-changing films of the decade owe their notoriety to A24. These films have been described as "artsy" or very "french new wave" even "eccentric". That can make these films feel somewhat intimidating to audiences that are used to the over-supply of teen coming-of-age cotton fluff that plague the various streaming services we use. People say that those "films" are escapism. But to me, I feel so depressed watching one of these "films" because if this is what the majority of my generation counts as cinema, then we're all doomed.

A24 is responsible for films that linger at the back of your mind after watching them. Films that make you feel something more than just seeing two good looking people in a woke society find "love" or "like" each other. They have over 85 films to their name as of now, and while not all of them have been great, the truly staggering amount of their films that ARE great really outweighs any failings they've once had. These are some of those films that not many people know, they owe A24 for.

Surprised yet? Well if you aren't then thank you for gracing my blog with your presence, dear Cinephile. If you are, then class is in session, mein Freund. While the success of a production company does most definitely depend on the quality of the films they put out, an important point to note is how A24 markets its films.

A24's Instagram Post for Spring Breakers with the cast was edited into a popular reference from Pop culture.

By cleverly combining several pop culture references with elements from their films, A24 managed to mould themselves into that pop-culture sharing millennial friend that you never had. They save you the trouble of making memes of their films while also attaching links to pre-orders for tickets to see the film. The above post, which is meant to promote Spring Breakers (2012) went viral on Instagram and garnered insane amounts of pre-orders for tickets to see the film. Which turned a film that was made for only 5 million USD (that's cheap in the movie business) into earning an opening day of over 34 million USD. Not bad for their first film eh?

They didn't stop there...

Minari Recipe Book, Screenplay Books, Hereditary Synopsis T-Shirt, Scented Candles

On their online shop, A24 boasts a plethora of memorabilia from all their films. In the film Minari, food is a big talking point between the characters and A24 made a freaking Recipe Book! Complete with actual recipes used in the film! I mean if that's not sheer genius then I don't know what is. Or maybe I do, a book with the actual scripts of some of their films complete with notes and a touch of class with the hardcover. Like... Yes. If reading isn't your thing, but you'd prefer to rock some clothes and look like a bona fide horror junkie, this Hereditary themed T-shirt is exactly what you need. It even has the film's synopsis written there! The whole thing is just...fire. Pun very much intended. Thinking of getting some scented candles? A24's got you covered! Although I'm a tad apprehensive to find out what "Horror" smells like.

Robert Pattinson and Robert Eggers on the set of The Lighthouse (2019)

I particularly love A24's approach to allowing filmmakers to do their thing without interfering too much out of fear of maintaining a "uniform" brand image. This doesn't always work out of course, but it has worked out for the majority of the time. Films like Moonlight (2016) winning Best Picture at the Academy Awards among the other awards collected by many of their other films. They truly allow the filmmaker's vision to be the driving force and not the money. While studios like Disney, WB, 20th Century etc. having tens of thousands of films with tens of thousands of awards is most definitely an impressive feat, A24 is the new titan of our modern age. They may be small but they aren't limited to one style or niche. They are more and they have arrived. Excited to see more from A24!

Thank you all for reading, it means a lot to me that you stuck around till the end! Please accept my warmest gratitude and hope to see you again soon! Stay safe!