What Next: TBD | Tech, power, and the future A24 Meets A.I.
Aug 31, 2025
In this discussion, Alex Barasch, culture editor at The New Yorker, dives into A24's remarkable rise from indie roots to a powerhouse in cinema, exploring their latest venture, A24 Labs, which aims to integrate AI into filmmaking. He highlights the studio's unique approach that prioritizes filmmaker creativity, fostering deep connections with audiences. Tensions arise as A24 balances its innovative ambitions with the concerns of established directors, raising questions about the future of creativity in an age of technology.
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A24's Auteur-First Business Model
- A24 built trust by protecting filmmakers' creative vision and marketing their work to wider audiences.
- That author-first model let A24 disrupt Hollywood without following the four-quadrant formula.
Built To Hit Singles, Not Home Runs
- A24 targets many reliable smaller wins instead of chasing single blockbuster payoffs.
- Their devoted fan base shows up for the brand, letting them hit consistent singles and doubles.
Humble Origins And Viral Marketing
- A24 launched in 2012 during a dip for indie film and leveraged social media instead of big ad buys.
- Founders Daniel Katz, David Fenkel, and John Hodges aimed at arthouse films for their generation.