This Hollywood studio is building a brand that stands for creativity

"There has been a lot of chatter about A24's takeover of the Cherry Lane Theatre. What might seem a quirky side project for the independent studio known for Lady Bird, Uncut Gems, and Hereditary is in reality a sharp, shrewd move in an industry facing disruption and streaming fatigue. Live performance is one of the few cultural experiences that can't be automated, replicated, or played on demand. By stepping into theater, A24 is hedging against an AI-saturated future while also deepening its cultural footprint."

"When the deal was first announced in late 2023, the scuttlebutt was rooted in practicalities. "It's all about creative synergies," was one refrain. "They're diversifying their revenue streams to help offset the volatility of the film business." "Theatre is more predictable than film." "They can test out new stories in a low-risk environment." These were all valid comments, sure, but then a close friend and accomplished film industry executive said something that really piqued my interest."

"Coming from the branding world, I may be biased. Or perhaps just acutely aware when I sense a company doing something out of the norm. A24 certainly fits the bill. To start, the story it's looking to tell, its role in the industry, and how it wishes to be perceived are markedly different from the other studios. As a result, it has a growing community of acolytes who identify with it and love it for that. These are trademarks of a powerful brand."

A24 acquired Cherry Lane Theatre to position itself against AI-driven and streaming disruptions by investing in live performance, which cannot be automated, replicated, or played on demand. The move diversifies revenue, offers predictable theatrical returns, and creates a low-risk environment to test new stories. The acquisition also strengthens A24's distinctive brand identity, cultivating a devoted community of followers and differentiating the studio from competitors that rarely craft an overarching narrative about what they stand for. The theater investment functions as both a cultural hedge and a strategic branding play to build a futureproof presence in entertainment.

Read at Fast Company