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APRIL, 2025

ANNA ZINDREN

A24

Advertising Campaign

AAA24

CAMPAIGN

BRIEF

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AAAGENDA

APRIL 2025

ANNA ZINDREN

ORGANIZATIONAL PROFILE

GOALS AND OBJECTIVES

TARGET/ DEIA

POSITIONING STATEMENT

CAMPAIGN

COMMENTARY/ DEIA

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CAMPAIGN BRIEF

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STYLISH

ORIGINAL

PASSIONATE

INDEPENDANT

COOL

ACCLAIMED

AUTHENTIC

UNCONVENTIONAL

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ORGANIZATIONAL PROFILE

ANNA ZINDREN

A24 is an entertainment production company behind some of the most acclaimed projects of the last decade. Boasting a 211 million dollar revenue in 2024, the studio has found major success in its variance; genre-bending and lending its name to independent, indie, and director-driven film.

The studio has cemented itself as an indie darling, maintaining a high standard for work and project variability that consistently influences the state of modern-day cinema.

CAMPAIGN BRIEF

APRIL 2025

A24 is an independent production company now synonymous with modern cinema. although in existence since 2012, the first big hit for the studio was indie darling Spring Breakers. the studio now lends its name to projects such as Everything Everywhere All at Once, Midsommar, Moonlight, and more. they also have had major sucess in marketing.

in 2024, A24's revenue was $211.55 million in the U.S. and Canada, and was recently valued at 3.5 billion in a third funding-round evaluation. much of this success is attributed to its blockbuster films. these films have been especially able to thrive due to the relative flexibility of the brand. Because the studio doesn't have ties to expectations of family-friendliness, certain genre, or a tight creative vision, they are able to pursue projects, and embrace the passion of their directors. this makes their films feel especially fresh in the current cinematic climate.

�https://www.businessresearchinsights.com/market-reports/movie-merchandise-market-102349

https://www.fastcompany.com/91175479/what-we-can-learn-about-success-from-a24s-creative-risks

https://www.statista.com/statistics/1379291/theatrical-box-office-revenue-gross-a24-us-canada/

https://www.forbes.com/sites/conormurray/2024/06/26/film-studio-a24-valued-at-35-billion-after-thrive-capital-led-funding-round-the-companys-latest-success/#

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PRODUCT PROFILE: THE AAA24 MEMBERSHIP

TICKETS, ZINES, GIFTS, DISCOUNTS,

EXCLUSIVE CONTENT, EARLY SCREENINGS, COMMUNITY FORUMS

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APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

STYLISH

COMMUNITY-ORIENTED

CONNECTING

EXCLUSIVE

COOL

VALUE-DRIVEN

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GOALS AND OBJECTIVES

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

OBJECTIVE 1:

GOAL 1:

INCREASE NEW AAA24 MONTHLY AND ANNUAL MEMBERSHIP

INCREASE MONTHLY AND ANNUAL AAA24 MEMBERSHIP BY 30% BY 2026.

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GOALS AND OBJECTIVES

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

GOAL 2:

OBJECTIVE 2:

INCREASE PARTNERSHIPS BETWEEN THE STUDIO AND INDEPENDENT MOVIE THEATERS

INCREASE A24 SCREENINGS AT INDEPENDENT THEATERS NATIONWIDE BY 20% BY 2026

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DEMOGRAPHICS

INCOME

LOCATION: MEDIUM TO MAJOR CITIES

AGE: 23-36

INTERESTS

BEHAVIOURS

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TARGET AUDIENCE: CULTURED POST-COLLEGIATE

APRIL 2025

ANNA ZINDREN

Invests time attending local arts and culture events
invests time on online social apps and platforms that center around artistic interest and discussion
Current subscribers across platforms/ services that they feel give them premiere access to the content they love

Visual Art
Live music
FIlm
Cultural Opportunities
Community-Oriented Events
Independent Businesses
Third-Spaces

CAMPAIGN BRIEF

Diverse across:

Race/ethnicity
Gender
Sexuality
occupation
education

The target audience for this campaign is the “cultured post-collegiate”. This audience may be described as early to late twentysomethings who are invested in arts and culture, specifically film, enjoying rewards from new jobs and financial independence to fund their hobbies. These individuals live in medium to major cities across the U.S, specifically in coastal areas, mostly in apartments or first-homes. These individuals encompass a diverse range of gender, racial, and ethnic backgrounds. This group invests their time in the arts across their communities, interested in local music, film, and visual art opportunities and spaces. They are current subscribers to platforms to access the content they love and are interested, as well as members of online communities to share and discuss this content, such as letterboxd or spotify.

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STRENGTHS

CHALLENGES

DEI CONSIDERATIONS

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STRENGTHS, CHALLENGES AND DEI CONSIDERATIONS

APRIL 2025

ANNA ZINDREN

Ample competition

Similar market offerings

Subscription Fatigue

Attitudes about saving in younger generations

CAMPAIGN BRIEF

Online status

Status signaling

Active engagement

Pride in insider status/ knowledge

Voice

Authenticity

Value-driven consumers

Representation across the company and its projects

Some strengths in reaching this audience come from their online status and status signaling. Members of this community are actively involved within the arts community, engaging and consuming often and openly. They also enjoy connecting with others on these topics, which they pride “being in the know” about, often utilizing online spaces or clothes to indicate their knowledge and involvement in the scene. Because of this, the group is more likely to seek out opportunities to connect with the artists they admire, and outreach may happen between the brand and consumer mutually. A challenge associated with reaching the audience however is ample competition. Within arts and culture spaces, there are so many platforms and subscriptions individuals already pay for, that adding another membership might feel like an unnecessary addition to an already expensive group of expenses. Additionally, it may be harder to differentiate the A24 membership from other similar competitors, often offering the same benefits. Some DEIA considerations in selecting this audience are their values towards voice and authenticity within the content they consume. They want to know a diverse group of people are engaged within the content from start to finish, and are represented well within the organization and its efforts. These consumers are value-driven and want to know their money goes to supporting arts and culture that represent and platform those who change and create it.

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“JOIN THE CULT BEFORE IT’S CLASSIC”

"FOR THOSE WHOSE VIP IS BTS"

“UNITED FOR INDEPENDENT“

POSITIONING STATEMENT

APRIL 2025

ANNA ZINDREN

Consumers should feel their membership represents:

Supporting Independent Cinema
Supporting small, independent filmmakers
Platforming international and innovating storytelling
A marking of community insider status

CAMPAIGN BRIEF

the AAA24 membership connects fans to the cutting edge film studio through exclusive access to and priority release of merch, zines, trailers, interviews, events and other routes of content across the A24 universe. A24 members should feel the membership signifies a stance towards supporting independent cinema, protecting directorial vision, and platforming international and innovative storytelling. The membership should provide a sense of creative community and encourage shared discussion and excitement about upcoming projects. the slogan might find fun in referencing A24 projects or current AAA24 benefits.

potential slogans thought of:

"uncut access to cinema gems"

"Everything, everywhere, all in one"

"for those whose VIP is BTS"

“Join the Cult before it’s classic”

"United for Independent”

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PR Tactic:

A24 film screenings across the US
Films divided by the places they are set. screened in those places (states)
Only screening at independent, small theatres
Pre-sale for AAA24 members + discounted price
Exclusive zine for AAA24 members

Positioning statement: United for Independent.

firm stance on supporting independent theaters and filmmakers
Emphasizes being a part of a cause.
Works with across US screenings theme

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CAMPAIGN TACTIC: AAA24 UNITED FOR INDEPENDENT TOUR

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

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Addresses goals/objectives:

Establishes partnerships with local theaters
Posits the brand with a strong stance
Creates multiple special benefits for AAA24 members,

Reaches target audience:

Younger individuals in mid-to-medium sized cities
connecting with the community around them.
create an experience that feels more personal and more recognizing of their role in shaping the studio’s success.

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CAMPAIGN TACTIC: AAA24 UNITED FOR INDEPENDENT TOUR

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

Addresses goals/objectives:

Establishes partnerships with local theaters to screen the films
Posits the brand with a strong stance in support for independent release, small local theaters, and the magic of theatrical experience.
Creates multiple benefits for AAA24 members, including experiential perks like early ticket access, and social deliverable benefits such as the zines or posters created for each state’s screening.

Reaches target audience:

Younger individuals in mid-to-medium sized cities enjoy connecting with the community around them. By providing an event connected to both local cultural hubs such as local and community-oriented theaters, and the A24 films they have felt so connected to, we may create an experience that feels more personal and more recognizing of their role in shaping the studio’s success.

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STATE SPECIFIC POSTER: FLORIDA

STATE SPECIFIC POSTER: NEW YORK

CAMPAIGN MATERIALS

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

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COMMENTARY/DEIA

APRIL 2025

ANNA ZINDREN

CAMPAIGN BRIEF

Strengths

Online and in-person hype + buzz from AAA24 benefits
increased local + community connection to the brand

Weaknesses

Limited regional reach
In-Person events
Potential conflict with wide release partnerships

Excellence in DEIA Framework

Context

Voices

Complexity

Strengths

Online and in-person hype + buzz:

AAA24 benefits and exclusives are highlighted both inside the community, with pre-access starting hype for the event in the insider community, as well as the zines and poster materials providing external marketing from that community as they share the special merch and promo materials to their social media and community platforms

increased local + community connection to the brand: Community members feel a more reciprocal relationship of inspiration between the films and their home-states. cultural connection to those around them extends into the film

Weaknesses

Limited regional reach: A24 is fairly new! and not all movies are set in recognizable place! the events are limited by the film studios project offerings

In-Person events : The in-person exclusivity builds buzz, but may exclude members of the AAA24 target audience that do not live in those spaces, or cannot attend an event in-person due to other constraints.

Potential conflict with wide release partnerships: By increasing partnership in special events with small independent theaters, there may be tensions or conflicts with wide-scale release partners.

Excellence in DEIA Framework

Context: the biggest strength of this PR tactic is that the films can reconnect to the places and communities they were rooted within, gaining new meaning and providing specific opportunities for members of those communities to find resonance with their stories on the screen.

Voices: It is important to emphasize genuine and unfiltered voices of the community within the series, and the zine in particular provides an especially important opportunity to draw from members of that place’s creative community to show the actualities and range of perspectives in creative experience in those places.

Authenticity: Authenticity should be integrated into the campaign from everywhere from partnership decisions to providing authentic and representative films. It is important that members of these communities feel genuinely a part of the A24 process and artistic community rather than feeling tokenized or overlooked in their representation both in the films themselves, the people who make them, and the way the company creates the film events.