what is with the appeal of A24 to gen-z millennials?

A24 has become one of the hottest independent film companies in Hollywood. Starting from Park City, Utah, the executives of A24 stood in the back of a makeshift theatre at the Sundance Film Festival back in 2014 looking as if they were about to be physically ill.

I’ve always been a film watcher and ever since I watched my first independently produced movie, ‘Submarine’ directed by Richard Ayoade, I fell in love with its cinematography and beautiful soundtrack by the one and only Britpop heartthrob, Alex Turner. The year is 2012, it’s the start of my ‘hipster-grunge teen phase’, my hair is layered and fringe swept to the side, Tumblr obsession with pretty film GIFs and the arctic monkeys is through the roof, ‘Submarine’ was all things perfect to make a teenage hipster swoon over film directing.

Featuring Craig Roberts and Yasmine Paige in Submarine directed by Richard Ayaode, 2010.
Under the Skin dir Jonathon Glazer 2013

Since then, I have had a soft spot for independently produced movies and the aesthetically fabricated backbone of the industry. After watching critically acclaimed films like Alex Garland’s ‘Ex Machina’’, Jonathon Glazer’s ‘Under the skin’ and Sally Potter’s ‘Ginger and Rosa’, it was strange to see the A24 logo pop up again and again before movies as varied as Harmony Korine’s ‘Spring Breakers’, James Ponsoldt’s ‘The Spectacular Now’. It wasn’t just that, for a new distribution company, it seemed to have a level of taste and an instinct for cool that is atypical in Hollywood. That was 2013. Four short years later, the company’s first original production, Barry Jenkins’s ‘Moonlight’, won the Academy Award for Best Picture. In between, A24 went from being a tiny, disorganized room of eight or so people to being the place where big stars like Robert Pattinson and Scarlett Johansson go to make small, strange movies, and auteurs like Jonathan Glazer and Denis Villeneuve go to make deeply personal films unmolested by studio notes or clueless executives

Ex Machina dir. Alex Garland 2014

So why does it have such an appeal to Gen-Z millennials?

Movies like Greta Gerwig’s ‘Lady Bird’, Sean Baker’s ‘The Florida Project’ and Bo Burnham’s ‘Eighth Grade’ gives such a raw insight into the context of the film, allowing us viewers to really immerse ourselves within it. A24 is now moving full speed into television and just recently collaborated alongside Drake producing HBO series, ‘Euphoria’ which embodies teenager’s adolescent stratospheric emotional highs and howling lows. The thirteen part series has heavenly alluring cinematography and colour palette, with it’s raw polarising glimpse into the relationship Gen Z has with sexuality, drugs, social media, society and each other. From toxic relationships to sexual exploits, neglectful parents and a wild Halloween party with even wilder costumes, Euphoria parallels a few of the experiences that some may have had in secondary school and sixth form. This may be why, like all other A24 film productions, is so appealing to

The Florida Project dir Sean Baker 2017

Gen-Z millennials.

A24 rides on the wave of having a desire for the love of unconventional in art, it is a breath of fresh air in the midst of the over-saturation of the media and with our generation who are always looking for new creativity and the unorthodox, A24 is the perfect concoction of film art to make us fall head over heels.

 

Written by Amber Chow

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