Popular releases aside, A24 has secured itself a home amid ever-oscillating trends in pop culture by not only piquing Gen Z’s attention, but retaining it through truly unique and tenacious marketing efforts.
It all starts with creating content that they know will resonate with a Gen Z audience, through casting left-of-center characters in partnership with agencies like JV8Inc, writing scripts that often contain Gen Z lingo and extending the worlds created by their films through exclusive merch, surprise drops and must-have photo books. “A24 taps into youth culture in a way that others don’t. They take risks and rip up the Hollywood way of doing things,” says Chandra Johnson, Director of Story at Day One. “Many of their movies and shows depict adolescence in a way that’s transparent and resonates amongst Gen Z. No show has shifted culture or birthed A-list stars quite like Euphoria.”
In an industry that is known to perpetuate homogenous narratives and sideline people of color, Creative Strategy Coordinator, Alana Myers, says A24’s diversity is worth crediting for why their films connect with young audiences. “They work with diverse creators, actors and crew, and I think they’re great at casting actors who, for the most part, are universally loved by Gen Z, like Zendaya, Saoirse Ronan and Timothée Chalamet,” Myers says, “I also appreciate that they know how to light POC actors correctly—something other companies, unfortunately, often don’t know how to do.”
A24 has attracted a largely Gen Z fandom partly through their subscription model, AAA24, which offers fans an all-access pass to all things A24. There are gifts that promise exclusivity like limited-edition merch, and A24’s card-carrying members pay $5 per month (or $55 annually) for “VIP treatment,” like priority access to sales, events and even occasional opportunities to see their releases for free.