Mentions of film studio A24 in dating app profiles have increased by 65% year-on-year over the past 12 months, according to exclusive data from the alternative dating app Feeld. The platform, which caters to those seeking non-traditional relationships, reports that the majority of members referencing A24 are cis-gender men, straight, and aged 26 to 30.
A24, founded in 2012 as a boutique US distributor, now boasts a global presence and strong brand loyalty. Its portfolio includes hits such as Hereditary, Moonlight, Lady Bird, Uncut Gems, and Spring Breakers, as well as TV shows like Euphoria. This year, the studio released Eddington, a Covid western, and Materialists, a film about a New York matchmaker starring Dakota Johnson, Pedro Pascal, and Chris Evans.
To promote Materialists, A24 launched a website, menofny.com, inviting Manhattan residents to input their salary and other vital stats into a live ticker displayed at the New York Stock Exchange and on billboards. The film has grossed over $100 million at the box office. A24 also used a Tinder profile for the AI robot Ava to promote Ex-Machina in 2015.
Feeld representatives said A24 mentions were tracked globally, indicating the studio's status as a worldwide signifier of edgy yet popular entertainment. A24 generates eight times more social engagement than competitors like HBO, Disney, and Marvel, based on Instagram likes-to-followers ratio. A board member noted that over 60% of cinema-goers choose an A24 film because of the brand.
However, the studio's growing popularity risks overexposure, potentially undermining its bespoke appeal. A24 remains privately owned by its founders Daniel Katz, David Fenkel, and John Hodges. A recent New Yorker profile reported the company's most profitable half-year, with a business model designed to absorb risks from passion projects. The studio has won 21 Oscars from 76 nominations.
This year, A24 has several Oscar contenders, including The Smashing Machine starring Dwayne Johnson, and Marty Supreme with Timothée Chalamet and Gwyneth Paltrow. Also generating buzz is Mother Mary, featuring Anne Hathaway and Michael.
