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Indie Film Studios Go Experiential
Eventizing // Illustration by Kate Walker
Indie film studios like Focus Features, A24, Neon, and IFC are rolling out marquee events, interactive activations, and unique merch to build demand not just for individual movies, but the brands themselves.
The Big Picture: Independent and arthouse cinema has been struggling for decades — especially post-COVID. Much of that stems from audiences favoring pre-branded, event-style films in theaters over everything else. But a new wave of younger cinephiles is embracing weird, original storytelling. Now, indie studios are trying to build a sense of FOMO to get them to actually show up on opening weekend.
Behind The Events: Marketing a movie has evolved from a broad digital blitzkrieg to curated in-person experiences.
Events have become crucial, such as Focus’ new FocusFest and A24’s slate of events at its new Cherry Lane Theatre, which feature themed food and drinks, special guests, and early screenings.
Some activations are hitting the road — like The Criterion Collection’s “mobile closet” and Focus’s upcoming “F-Stop” airstream — both designed to be shared on social media.
High-quality, limited-edition merch has become a new must. A24 is selling the ceramic hand from horror hit Talk to Me, while Neon is upping its game with a “body saw” inspired by its recent release Together.
Loyalty programs are also starting to take off — like A24’s $10-per-month offering, which, among other perks, gives members a free ticket to every A24 release.
Final Itinerary: Jason Cassidy, vice chairman of Focus, told THR that a successful movie opening now largely depends on creating cool, IRL experiences. And it’s working — the 18–34 crowd is filling seats again, even as the over-50 arthouse audience stays home. Much of that buzz comes from Letterboxd, which has turned niche filmgoing into a social flex.
It’s no surprise that a generation proud of its brand affinities would gravitate toward studios producing more elevated projects. As Patti Williams, a marketing professor at the Wharton School, puts it: “They’re really becoming an identity marker — they represent taste.” And what person in their 20s or 30s doesn’t love to project having good taste?
Next Campaign: Indie studios may soon start developing films with built-in experiential hooks — mirroring how major studios consult marketing teams before greenlighting a would-be blockbuster.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.