“ A24 has become the brand they discovered, believe in and root for - and more than that, they trust A24 to curate content for them. “There are a few companies out there now that speak very well to younger audiences,” Faber, who also runs Entertainment Research & Marketing (ERM), a marketing consulting company that has worked with A24 in the past, said. Throughout its meteoric rise, A24 has used social media, viral marketing, shrewd film selection and hypebeast- style merchandise to create a brand that transcends well beyond theaters - especially for younger fans. That success has been far from conventional. Meanwhile, 2019 was the brand’s biggest box office year to date, with its movies pulling in nearly $100 million - a figure led, fittingly, by “Uncut Gems,” the company’s highest-earning film yet. The company’s movies have racked up 25 Academy Award nominations, including a Best Picture win for “Moonlight” in 2017.
“Certainly, audience segments today see ‘A24’ and know what type of film they’re going to get - and when I say ‘type’ I don’t mean genre,” Gary Faber, an adjunct professor of movie marketing at New York University, told In The Know.Īlso like Ratner, A24 has found more than a few ways to win over the past eight years. The production house, launched in 2012 by industry veterans Daniel Katz, David Fenkel and John Hodges, has exploded in popularity since its small-budget beginnings - a feat it’s accomplished by creating a brand that’s completely, incomparably distinct. It might be fair to say that A24, the independent film company which produced and distributed “Uncut Gems,” shares some ethos with Ratner.
The thesis of Sandler’s speech in the film - which was one of the most beloved and critically-acclaimed movies of 2019 - is simple: Howard Ratner takes risks he does things differently he wins on his own terms. Those are the internet-famous, meme-immortalized words spoken by Howard Ratner, the gambling-addicted jeweler played by Adam Sandler in “Uncut Gems.”