How A24 turned indie movie fans into members

A24’s membership program isn't just another loyalty program. It's a masterclass in community-powered brand building. Here’s what your brand can learn from what the iconic indie studio has proven: that in an age of endless scroll, deep engagement is the ultimate path to differentiation and growth

I saw the Babygirl memes before I saw Babygirl.

So many, in fact, that by the time I finally sat down to watch Nicole Kidman's new erotic thriller this weekend, I felt like I was joining a conversation that had been building for weeks.

The film's singular point of view was the driving force behind a flurry of passionate Reddit threads dissecting the characters’ personal pathologies, LOL-inducing social videos featuring groups of female friends documenting their ‘before-and-after’ experiences seeing the film, grainy TikTok clips set to Father Figure—the 1987 George Michael song that anchors one unforgettable scene and subsequently became a trending sound on the platform—and YouTube reviews quipping that “maybe the real Babygirl was the friends we made along the way.”

That groundswell of organic conversation turned into groundbreaking box office numbers for A24, the independent entertainment company behind the film: Babygirl just wrapped its theatrical run having made $50 million worldwide—one of the highest-grossing releases ever from A24.

The Conversations-to-Community Pipeline

While traditional studios are spending millions trying to manufacture viral moments, A24 has built an entire business model around organic community building.That model–call it conversations over campaigns–is the common denominator for all A24 films, from Oscar-winners Moonlight and?Everything Everywhere All at Once to cult hits like Midsommar and Uncut Gems, and part of the reason this studio has become one of Hollywood's greatest success stories.

What’s perhaps even more interesting:In an era where attention spans are undoubtedly dwindling, and our brains have supposedly been rewired for 15-second dopamine hits, A24 is proving that thoughtful, longform content can not only survive—it can thrive.

The key to success: a singular point of view that is strong enough to drive organic social conversation, and a community that doesn't just watch their content, but actually makes it part of their identity.

What Sets A24 Apart

While traditional Hollywood studios chase broad audiences with nine-figure budgets and massive marketing spends, A24 has intentionally built a different model: focused investments in distinctive films, organic community growth, and a deep connection with specific audiences.

The result? While other studios fight for mass market attention, A24 delivers quality over quantity to a passionate group of super-fans who amplify their work.

As it happens, that aligns with what audiences are craving.According to Nextatlas, a platform which tracks cultural movements through AI-powered analysis, consumers are craving stories with more depth beyond pure escapist entertainment, and indie film conversations are steadily rising in popularity year-over-year.

In light of this, it’s no surprise that AAA24, the membership program A24 quietly launched in 2022 and re-launched in December of last year with an even more A+ suite of offerings, has become one of the most engaged member communities in the entertainment world.

According to a December report from Fast Company, the membership, which is priced at $9.99 per month or $99 annually, accounts for a significant source of revenue for the company.

Among the membership perks: a ticket to every A24 movie in theaters, early access to exclusive merch and content, a members-only zine subscription, branded merch pin and membership card, special screenings, cool birthday gifts, and surprise giveaways through their "Close Friends" Instagram channel.

It's an experience that, writes AAA24 member Becky Kim in her 2023 analysis of the program, "feels boutique because its marketing is culturally relevant, feels accessible, and speaks to loyal customers like a best friend, versus a transaction.”

Think about how radical that is in the context of the entertainment industry.

Disney+, Netflix and Hulu have subscribers, whereas A24 has members.

This isn't just semantic—it's strategic.

By not attempting to be everything to everyone, they've become something specific to people who care deeply.

The 'OMG-That's-So-Me!' effect in action

Picture this: You're at a party, and you spot someone with an A24 tote bag, and suddenly you're in a 30-minute conversation about experimental horror films.

That's not an accident–it's a manifestation of what I call the "OMG-that's-SO-me" effect: a term I created to describe the special kind of magic that happens when someone can see themselves in your brand.

When it happens, it often marks the moment a person goes from potential buyer to full-on proselytizer.

And A24 are masters of triggering it because they have an unshakeable sense of who they are: a home for distinctive, creator-driven storytelling.

This crystal-clear brand POV serves as the basis for a shared language, a collective aesthetic, and a space where film enthusiasts feel seen and understood.

The value of community over scale

This is where traditional Hollywood could learn something crucial:?when you build a genuine community, you don't need to spend a fortune on marketing, because your audience does that work for you.

In a climate where customer acquisition and retention are harder than ever, A24 is choosing not to play that game at all.

Instead, they’re building something worth belonging to.

The Key Take-Away

If you're a brand looking to generate attention, relevance and loyalty, there are crucial lesson here, whether you double down on longform content or not...

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Interested in dialing up attention, relevance and loyalty for your brand with community-powered strategies... even if you don't have access to an indie film catalogue?

I've got a system for doing just that.

It's called The Community Catalyst, and I designed it to give small to mid-size brands (approximately $35M-$300M annual revenue) the power to do just that without having to reinvent the wheel over and over again.

I'm currently running a pilot of The Community Catalyst and?I am booking new clients to kick off at the end of Q1.

Want in? Comment 'campfire' and I'll get you all the details.

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