A24 是家怎樣的電影公司

如果你喜歡電影，最近幾年片頭經常會(hui) 看到這個(ge) 徽標‍‍‍‍‍‍‍

這是很多人心目中電影質量的保證。

fans are starting to buy tickets simply because they see A24’s retro logo on a trailer

在剛結束的第95屆Oscar 頒獎中A24 拿到了9個(ge) 獎項。包括 The Whale （一共兩(liang) 個(ge) 獎項）的最佳男主和 Everything Everywhere All at Once （一共7個(ge) 獎項）的最佳電影, 最佳導演，最佳女主，和最佳男女配。‍‍‍‍‍‍‍‍‍‍‍‍‍

創立於(yu) 2012年，過去幾年A24 慢慢從(cong) 小眾(zhong) 圈子裏走出來。早期的時候horror movie 會(hui) 比較多些：Ari Aster’s “Hereditary” and “Midsommar”； 2016年憑借 Moonlight 第一次拿到Oscar （就是和La La Land 烏(wu) 龍那次），第二次是2018年的Lady Bird。‍

A24 has delivered one cultural thunderclap after another, peaking with “Moonlight,” last year’s surprise winner (especially to the folks of “La La Land”) of the Oscar for best picture.

電視劇有比如 HBO 發行的 Euphoria 和 Hulu 發行的 Ramy。‍‍‍‍

A24 的名字來源是意大利的一條路名。創始人決(jue) 定開公司的時候剛好在那條路上。‍‍‍‍‍‍‍‍‍‍‍‍‍

The name "A24" was inspired by the Italian A24 motorway Katz was driving on when he decided to found the company.

A24 發展的背景是傳(chuan) 統電影分發渠道的沒落，電影公司開始線上的宣傳(chuan) 方式。‍‍‍‍‍‍‍‍‍‍

As the DVD market collapsed, making thin studio profit margins even thinner, film companies became desperate to cut marketing costs (“spray and pray” television campaigns mostly) by going directly to consumers through Facebook, Instagram and Twitter. But most established studioses — hindered by hierarchies and allergic to talk of social media algorithms — were struggling to treat tweets and Instagram posts as the spine of a marketing campaign instead of an add-on.

通過大數據等精準投遞，讓觀眾(zhong) 感覺是自己發現了寶藏電影，進一步的介紹給周圍人。‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

.... For most theatrical releases, A24 would spend roughly 95 percent of its marketing money online, using data and analytics to stitch films into the social media firmament in ways that prompts movie lovers to feel a sense of discovery and pass the message on organically — persuading fans to persuade one another.

It has not done it alone. One secret weapon has been Operam, a stealth data and marketing start-up that helps studioses, including Fox Searchlight, develop algorithms used to target potential ticket buyers on Facebook and other digital platforms. Another sophisticated vendor that has contributed to A24’s success is Watson/DG, a web-focused marketing agency.

因為(wei) 公司起步的時候比較小，人數不多（到2023年是300人左右，就不算少了），所以公司架構上有點像矽穀的科技創業(ye) 公司（雖然公司的總部在紐約）。

Insiders say that the A24 culture bears more similarities to Silicon Valley than Hollywood. It’s run like a collective. Nobody has a formal title. Young staff members are empowered to challenge the founders. 

另外一個(ge) A24  發展起來的背景是大的電影公司傾(qing) 向於(yu) 投資大製作（因為(wei) 回本會(hui) 比較大），中小成本電影比較難拿到投資。‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

At the same time, A24’s founders tapped into a deep unhappiness among young filmmakers about the state of the film business. Across Hollywood, all most executives talk about are franchises and “tent poles,” movies with edges sanded off so they can play to the widest possible global audience. Even most art house companies, struggling to fill seats in the age of Netflix, have become more dependent on stars and marketable concepts. Nothing bums out the auteur set faster.

當然當掌聲越來越多，關(guan) 注越來越多以後，想繼續保持黑馬姿態時候的口碑還是很有難度的，畢竟期待已經不同了。‍‍‍‍

隻是對於(yu) 觀眾(zhong) 來說，有好故事可以看，總是幸福的。

BTW，因為(wei) ‍‍The Whale 和  Everything Everywhere All at Once 等都沒有在大的幾個(ge) 線上平台發行，所以到目前還沒看過，希望早點能看到。