How is A24 redefining mainstream cinema success?

For years Hollywood has been following one formula: Big Budgets, Bigger Stars, Explosions, Sequels and more sequels.

However, over time the audience grew tired of the same regime or never-ending superhero sagas and the safe, mass produced blockbuster, audiences started looking for something fresh.

This is where A24, an American independent entertainment company, comes in.

Once believed to be just another indie studio, has evolved into something bigger. It’s not just generating movie after movie, it is pushing boundaries and making statements. And the fact that their films are finding both critical and commercial success shows a real shift in what today’s audiences want.

Taking the example of when Moonlight hit the theaters. With no major stars and no extravagant marketing, and only a deep narrative about identity and love, it became a hit amongst the viewers. 

Then came the Oscars, where no one can forget the mix up that ended with Moonlight securing the award for Best Picture. But the trophy for the iconic film only proved that people are hungry for authenticity.

Moving on to 2022, Everything Everywhere All At Once, which stunned fans with a chaotic mix of absurdity and emotion, starring Michelle Yeoh. This Action/Sci Fi captures the audience’s attention with bizarre visuals and deep emotional themes. It resonated with the people, not only winning hearts but awards and a lot of revenue as well.

It touched the audience deeply and sparked conversations. 

But what is A24 doing differently?

For starters they know and trust their audience. They don’t dumb things down or try to appeal to the widest demographic possible.

A film like The Lighthouse for example, a black and white psychological horror with just two main characters Willem Dafoe and Robert Pattinson, is far from what most people would consider mainstream.

A24 doesn’t shy away from experimental films, and it seems like it's working quite well. 

It also puts emphasis on emotions over spectacle. Horror productions like Hereditary and Midsommar go far beyond the usual jumpscares. They are uncomfortable, unsettling, disturbing and deeply psychological. They not only make you think but make you feel as well.

It is no coincidence that A24’s biggest fans tend to be younger Millennials and Gen-Z, who grew up with constant access to content but are now being more selective with the content they watch and are choosing quality over quantity.

They want layered and complex characters, fresh visuals and originality. They crave storytelling that challenges them. Movies like Ladybird, Eighth Grade, and Aftersun, come close because they aren’t flashy and focus on being honest, leading to discussion on social media platforms.

It is obvious that Hollywood won’t change overnight. Blockbusters aren’t going anywhere. However, the incredible A24’s rise shows that success doesn’t need to look like a $200 million budget movie and a global franchise for that matter. Sometimes, it comes from trusting and understanding your audience, and narrating stories that resonate with the viewers.

Looking at what A24 is doing for the industry, people can see it’s reshaping the conversation around what audiences truly want.