The A24 Multiverse
Image Courtesy: A24
Founded in 2012, A24 is a New York-based, American independent entertainment company specializing in film and television production. Responsible for multiple cultural phenomenons such as Midsommar, Euphoria, Moonlight, Uncut Gems, Ex Machina, Lady Bird, Hereditary, The Spectacular Now, and Room, A24 has already received over twenty-five Academy Award nominations to date. However, it seems as though the A24 multiverse grows exponentially more influential by the day, the company now expanding into various markets other than film and television. Shaping up to be the industry’s next entertainment mega-medium, is A24 becoming the unhinged version of Disney?
Fake Disney Tweet, Image Courtesy: Twitter
First things first, A24 has some seriously stiff competitors because while it may seem as though there are endless options to choose from when consuming media in modern-day America, most outlets are owned by one of six companies: Disney, National Amusements, Time Warner, Comcast, News Corp, and Sony. In direct correlation with the film industry, seven major studios control more than four-fifths of total revenue; Disney alone accounts for over one-fourth of the box office revenue in the United States and Canada. On the other hand, as massive media conglomerates do not control indie film, the industry is much smaller, although the content is often more noticeably diverse, niche, engaging, and masterfully produced. However, against all odds and considering the circumstances, the independently labeled A24 has still managed immense achievement, demonstrating “a profound understanding of how digital media, storytelling, collaboration, direct influence, and trust-building can propel a company from zero to sixty…”
Undoubtedly, A24’s expertise in branding and marketing are likely two of the most significant factors contributing to its widespread success. Although, a large portion of the company’s cult following and brand loyalty can also be attributed to a laser focus on “the films and filmmakers, not us,” says co-founder Daniel Katz. Thus, unlike massive media conglomerates, A24 prioritizes artistic quality, allowing its contributors a majority of the creative control. Speaking on this creative liberty, A24’s Spring Breakers director Harmony Korine states, “Hollywood is run by accountants at this point. And so anytime you speak with someone who’s not a pure accountant, is not a pencil pusher, it’s exciting. They had heart to them.” In transcending mere film and television, the company’s website currently offers a wide array of products, including collectibles, apparel, toys, posters, furnishings, pet accessories, and more. But, their outreach doesn’t end there.
Just as Disney has invaded nearly every capacity of your life from streaming services, themed hotels, makeup lines, and restaurants, A24 is slowly inching towards similar pop culture relevance. For instance, the entertainment company has already published a plethora of magazines, books, and screenplays ranging in topic from home decor to “What 2 Pack for a Hoe Trip.” Additionally, A24 hosts its own podcast featuring guest celebrities such as Lorde, Awkwafina, Alexa Demie, the Safdie brothers, Michael Cera, and Jonah Hill, to name a few. As for their most recent venture, A24 is breaking into the beauty market by launching Half Magic Beauty with Donni Davy, Euphoria’s head makeup artist. Although there is no set launch date, fans can expect something “weird and beautiful” as the website questions, “Space cowboy or glitter queen? Belle of the ball or neon boy next door? Bold or bolder? Follow your creativity down the rabbit hole and shape-shift into today’s version of you with HALF MAGIC.”
Donni Davy, Image Courtesy: The Lexington Line
Ultimately, the A24 metaverse is clearly expanding, and it doesn’t look like progress will halt any time soon as its net worth sits at a steep $3 billion, Variety even claiming that “the Oscar-winning shop has engaged with numerous potential suitors for more than 18 months. It’s unclear if those discussions continue to be ongoing. Sources close to A24 said the company is focused on expansion and is not prioritizing a sale.” Nonetheless, as A24 continues to rise in popularity and position itself at the forefront of indie media, it looks like the company will become one of the few entertainment outlets even Disney money can’t buy. Or at least, for now—that is unless Disney is willing to shell out $3 billion while also taking on the responsibility of covering similar A24 topics. Let’s all just hope that doesn’t happen.
Strike Out,
Gracie Wipfli
Boca Raton
Gracie Wipfli is a Senior Editor for Strike Boca Raton passionate about uniquely communicating with the world through writing. She is a woman of many words... in composition. You can reach her at graciewipfli@gmail.com
