Executive Briefing

A24, the cool film studio, wants to sell you a membership

Highbrow brilliant? Also: Chipotle says it’s ‘finally getting back to pre-pandemic operations’.

AAA24 Membership
AAA24 / Screenshot

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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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.

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