A24's Cool Factor Under Scrutiny as Studio Grows and Partners with Big Tech

Summary

This article examines the concept of "cool" in brand culture, using A24 as a central case study. It traces how A24 rose to become the defining cool brand in entertainment through its distinctive film curation, minimalist aesthetic, and savvy marketing. However, as the studio grows, partners with Big Tech (Apple, Showtime), and becomes mainstream, the article questions whether it's losing its countercultural edge. The piece draws parallels with other brands that lost cool status after corporate expansion, and explores how in an era of anti-Big Tech sentiment, even beloved brands like A24 face reputational risk from their corporate entanglements.

Source

Twitter / XA24's Cool Factor Under Scrutiny as Studio Grows and Partners with Big Techhollywoodreporter.com