The Appeal of A24 and why our Generation Loves to Romanticize Our Lives by Evan Colacchio

The indie scene has formed the backbone of the film industry since its very inception, but the past few years have spawned a new, previously unseen, branch of this genre. These films tell human stories with a peculiar mix of empathy, fear, sensitivity and rawness. They carry the same spirit of vulnerability from coming-ofage to fantasy to horror. If hearing these prompts brings forth the memory of a particular film, chances are, it was distributed by A24.

Founded in 2012 by a group of three friends and film buffs, the New Yorkbased production company targeted the indie circuit from the beginning. Early films like 2013’s “Spring Breakers” and “Ginger & Rosa” put them on the map, and established the A24 name as one to watch. The next few years, however, gave way to an evolution that placed the company firmly in a league of its own.

This success cannot necessarily be attributed to box office success or huge celebrity features (though, the company has had its fair share of both). Rather, it stems from the cult status that has developed. The A24 name carries a message on its own, one that draws viewers to theaters often without regard to the film itself. The plot is not what matters: it’s the feeling.

A24 films, it appears, are ripe with these feelings. 2017 saw the release of standout film “Lady Bird,” which told the simple story of a strong-willed 17-year-old Californian who dreamt of attending college in New York and struggled to relate with her equally strong-willed mother. While coming-of-age stories focusing on teenage girls are not necessarily a new concept, few other films in the genre have told them with such sensitivity, wisdom, or profoundness.

The title character is not unlike many other teenagers; she lives with both of her parents, writes the names of her crushes on her bedroom wall, yearns to be accepted by her more popular peers. Her life is full of tiny earthquakes, but generally free of tragedy. Yet, the film recognizes that, while these stories may not seem momentous from the outside, they feel largerthan-life to those who have experienced them. Where most films may insult the importance of mundane existence, A24 sees potential.

This sentiment is upheld by the company’s other pictures, including 2016’s “Moonlight,” 2018’s “Eighth Grade,” or even the 2018 psychological horror “Hereditary.” The action and entertainment value of these films is concentrated in their emotional turbulence. To those who can identify with the characters, they tell stories that are almost startlingly honest; even to those who cannot, they prompt an unmatched ease of empathy.

Currently, the company is in the midst of a foray into television; it should come as no surprise that they have a hand in the most popular show currently airing, which is none other than drama series “Euphoria.” By now, any other company would have likely been accused of pandering to their audiences or feigning their supposed emotional depth, but A24 has far too much respect for its followers to allow such a thing to happen.

All of this is to say, A24 is not like other film production companies, and a significant contributor to its success is its timeliness. A prime factor distinguishing Millennials and Generation Z from their predecessors is their tendency to seek beauty in the simplistic, and to romanticize the most inconsequential aspects of their existences, and A24 has exemplified an uncanny talent at capitalizing upon these qualities.

Perhaps this is a response to the turbulent political and social atmosphere of the past few decades, or maybe a consequence of being raised by the Internet. Either way, young generations are packed full of kids who used to stare out the windows of their school buses and pretend they were in music videos, repost spoken word poetry to their middle school Tumblr accounts, or illegally download Norwegian television shows just to seem cooler, and A24 is well aware of it.

Why exactly do the individuals of these generations promote such romanticism? Why do they swear by the power of manifestation, pursue hidden universal wisdom

So what’s next for the company? 2022 holds a strong roster of new releases, including psychological horror “Men”, starring up-and-coming actor to watch Jessie Buckley, slasher flick “Bodies Bodies Bodies”, and Jesse Eisenberg-directed “When You Finish Saving The World.” If the reputation that A24 has built for themselves is any indication, audiences will not be disappointed.

illustration by Colleen Kornish

THE APPEAL OF , AND WHY OUR GENERATION LOVES TO ROMANTICIZE OUR LIVES