When asked in the 90s who distributed the film you had just watched, no one would know or really care. Brands like Paramount or Universal were mere trademarks to studios, but then came A24.

With their AAA24 campaign for their loyal members, they've achieved a huge feat. Instead of branding their movies, they branded themselves. They have created a unique lifestyle out of selling limited-edition zines, expensive copies of scripts from their films, and replicas of props from their movies. As an independent filmmaker, this is a genius move. This shows that in an era filled with streaming platforms, having a huge budget is not required if you know how to create a genuine community that views the logo of your company as an emblem of distinction.

What are your thoughts? Do you think A24's lifestyle branding is preserving indie cinema and making a name for its original values?