![]() ![]() Taking a targeted, social-first approach to marketing seems fairly common now. ![]() In early 2013, A24 uploaded to its Facebook page an image of Spring Breakers star James Franco, hair braided into cornrows and seated next to the rest of the movie’s cast in a way that evoked Leonardo da Vinci’s “The Last Supper.” The photo got 600,000 “likes,” and the movie earned 174 million impressions in the weeks leading up to its release, nearly half of which were organic. It’s because A24 found a way to break through the noise by creating eye-catching and highly shareable social media content. Even so, the five lessons below might inspire marketers to think outside the box and turn their companies into brands people cheer for.ĥ Marketing Lessons From A24 Experiment With New ChannelsĪ24 released the movie Spring Breakers in theaters in March 2013, where it grossed more than $30 million on a $5 million budget - a huge success by indie film standards.Īnd it’s not because Spring Breakers had mass-audience appeal or because A24 had lots of money to spend on television commercials and highway billboards. Of course, just because a campaign worked for A24 doesn’t mean it will work for everyone. Tearing a page out of A24’s playbook could be useful for marketers working at bootstrapped startups that compete with bigger-name companies. “Where very well is in publicity, garnering articles and attention for the marketing it does.” “When you don’t have a lot of money, you need to make more noise somehow,” Schwartz said. “When you don’t have a lot of money, you need to make more noise somehow.” Loren Schwartz, a marketing executive who’s held leadership positions at Warner Bros, Columbia Pictures, Screen Gems and Open Road Films, told Built In that because A24 has fewer marketing dollars than its competitors, it has to spend money much more strategically in order to compete for visibility. Since 2013, A24 has released over 100 movies - including titles like Moonlight, Lady Bird, Hereditary, The Witch and Uncut Gems - many of which have garnered significant critical acclaim and cultural attention, despite having a marketing budget much smaller than those of the big studios. When You Don’t Have a Big Budget, Make Big Noise The stunt exemplifies the buzz-building, boundary-pushing marketing that has helped A24 punch above its weight and infiltrate the zeitgeist, helping small movies stand out amid an increasingly content-saturated market. Focus on what resonates with early adopters.
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