Latest / Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners / How A24 Turned Indie Film Into a Cult Brand
Transcript
- Lucas: So there's this studio that sells out movie tickets before the movie's even finished shooting, and their fans treat a t-shirt drop like it's a limited edition sneaker release. I'm talking about A24, and I think their playbook is genuinely one of the most interesting marketing stories of the last decade. Luna: I mean, I have friends who'd camp out for an A24 tote bag. It's almost cultish. How do you even build that kind of loyalty without a traditional ad budget? Lucas: Right, and here's the thing — they didn't start with a loyalty program or a podcast. They started with a very specific aesthetic and a refusal to treat movies like a commodity. And honestly, it's been so fun to watch, but it also got me thinking about how any brand can borrow a page from their book. Quick honest thing before we dive in — a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo, and that's literally what funds making this many of these. Luna: Yeah, it’s how we keep it ad-free. So if these marketing conversations have sparked something you've actually used, that’s where you can help. Lucas: Exactly. Now, back to A24. So they launched in 2012, and from day one, they had this kind of singular vision — they weren't trying to be a big studio. They were curating films that felt handpicked for a certain kind of moviegoer. Luna: And that curation became the brand, right? It's like, you know what you're getting with an A24 film, even if the genres are wildly different. Lucas: Yeah, and they backed it up with an incredibly consistent visual language. Their posters, their social media, their merch — it all feels like part of the same world. They use these bold, often minimalist designs that are instantly recognizable, and they're not afraid to be weird. Luna: I'm thinking of that tiny poster for 'The Witch' that was just a black screen with a tiny white font. That was so striking. Lucas: Right, and they push that aesthetic into everything they touch. Even their email newsletters feel like an extension of the films. It's not just promoting a movie — it's building a universe, and fans want to live in it. Luna: So how does that translate into actual dollars? I mean, they have a membership program, right? Lucas: They do. AAA24 launched in 2022, and it's like a fan club for the A24 universe. For five dollars a month, members get early access to tickets, exclusive merch, a zine, and access to special events. It's not about gating content; it's about making fans feel like insiders. Luna: And that scarcity — the limited drops, the 'one-time-only' items — that's a classic move, but they do it in a way that feels authentic, not manufactured. Lucas: Exactly. They've mastered the art of the 'drop.' They'll release a new piece of merch, and it sells out in hours. But it's not just about the product — it's about the story behind it. They'll create a whole narrative around a specific film or a director's signature style. Luna: And they don't just rely on their own channels. They've partnered with brands like Uniqlo and even released a collaboration with the sneaker brand, Kith. That brings them into entirely new audiences. Lucas: Right, but here's what I find most brilliant: they treat their filmmakers like the stars. They're not pushing actors to the front; they're celebrating directors and writers. That makes the talent want to work with them again, and it also teaches their audience to value the craft, which aligns perfectly with their brand. Luna: So what can a non-film brand learn from this? I'm guessing it's not just 'be cool and release limited stuff.' Lucas: The core lesson is about consistency and community. A24 knows exactly who they are, and they never compromise that for a quick marketing win. They're comfortable being niche because they understand that a smaller, deeply loyal audience is worth more than a huge, indifferent one. Luna: And they're patient. They spent years building the brand before they ever asked fans for any kind of financial commitment. Lucas: Absolutely. They focused on making the films great, and they treated every touchpoint — from the trailer to the poster to the Instagram caption — as a chance to reinforce the brand. That's a discipline most companies don't have. Luna: And they're not afraid to take risks. I mean, they released 'Beau Is Afraid,' which is three hours of pure chaos, and they marketed it as exactly that. They didn't try to sell it as something it wasn't. Lucas: That's the thing — they trust their audience. They assume their audience is smart, and they don't talk down to them. That's a risky strategy in an industry that loves to play it safe, but it's also what creates that deep connection. Luna: And it's not just for the big releases. They treat their smaller films with the same care, which reinforces the idea that every movie is a piece of art worth celebrating. Lucas: Right. And that's why their brand is so resilient. Even when a film underperforms at the box office, the brand itself doesn't take a hit because the audience is invested in the journey, not just the product. Luna: So what do you think the next step is for A24? They're already in TV, they have a podcast, they're doing live events... Lucas: I think they're going to keep expanding their direct to consumer ecosystem. They've already launched a beauty line, of all things. And they're opening a brick and mortar store in London. So they're becoming a lifestyle brand, not just a film studio. Luna: A beauty line. That's a big leap. But if anyone can pull it off, it's them. Lucas: Exactly. And that's the power of having a brand with such a clear identity. You can stretch it across categories without losing the core. A24 is no longer just about movies — it's about a certain sensibility, and that's a very valuable asset. Luna: So if I'm a small business owner listening to this, what's the one thing I should take away from this episode? Lucas: I'd say: stop trying to be everything to everyone. Define your aesthetic, commit to it, and build a community around that. It might feel like you're shrinking your market, but in reality, you're building a tribe that will follow you anywhere. Luna: And don't be afraid to be a little weird. That's what makes you memorable. Lucas: Absolutely. A24 didn't find success by being safe. They found it by being themselves, unapologetically. And that's a lesson that translates to any industry. Now, I'm curious — have any of you listeners tried a strategy like this? We'd love to hear about it.