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News: General

"Distributor as Auteur"? A Look at A24

Wednesday, September 30, 2015   (0 Comments)
Posted by: Andrew Mahlmann
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Slate takes an in-depth look at the pioneering distribution/production/marketing company known as A24 films which has broken ground in a new era for mid-sized films.  From Slate:

Good A24 films anticipate the zeitgeist, and the best ones galvanize it. "We’re always cognizant of trying to sell the film by not selling it,” said marketing exec Jesse Patrone-Werdiger, speaking to A24’s rare faculty for promoting around the product it’s trying to push, shifting the tectonic plates of culture in the hopes of giving rise to a mountain. Take its efforts on Spring Breakers, for example. Rather than carpet-bomb the whole country with prohibitively expensive television ads, A24 partnered with a social marketing agency called theAudience in order to more precisely reach its target demographic. Beginning with hedonistic images of Disney starlets gone wild, the campaign consisted of producing Facebook ads that could also function as content—people wanted to share this stuff. Your eyes don’t gloss over James Franco as a trap music Jesus.

- Read the full article at Slate.com



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