A24, the cool film studio, wants to sell you a membership
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A24, the indie TV / film studio behind projects like Euphoria, Uncut Gems, Moonlight, and Minari, has built a reputation for making content with a high level of taste, style, and sophistication. I’ve found myself in several conversations about the “A24 of” an industry, from architecture to venture capital.
Unlike most other Hollywood production and distribution companies, A24 has also built a successful and cool consumer brand — some 1.1 million people follow @a24 on Instagram — and the beginnings of a consumer business.
Its merch program — “an essential piece in the downtown wardrobe,” according to Vanity Fair — and ambitious book publishing apparatus — show how it’s trying to maximize cultural impact for its titles and for itself, while also doing some business. And its limited-time Screening Room events provide a trickle of streaming revenue while building direct customer relationships.
Now it’s trying to turn those relationships into something more: This week it launched AAA24, a new membership program offering “your all access pass to everything A24.”
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