There is no doubt by now that you’ve heard of A24. For the past couple of years, they’ve been the company every cinephile or pretentious person you know at least respects. But like…what is it?

Does the company make movies? Create stars? Edit and add sound effects? What is going on over there that everyone knows about it? How is a company so…effortlessly cool? Let’s get to the bottom of it.

Who is A24?

First and foremost, A24 is an independent entertainment company. It produces and distributes TV and film, but mostly movies. You may not know that much about the company by name, but you know the resume: Moonlight, Uncut Gems, Everything Everywhere All At Once, Midsommar, Hereditary, Lady Bird. That’s just a few of the 100+ titles. Oscar winners. Golden Globe winners. I mean, come on.

So how does A24 do it? And how has this company become just as known as its films in such a short amount of time? (Since 2012).

A24’s unique marketing moves

Well, we have to tip a hat to the marketing. From catfishing people on Tinder at SXSW 2015 via Ava, the AI robot and star of Ex Machina, fingerboards to promote the skate drama Mid90s, vinyl scores, fantasy RPGs for The Green Knight…that’s the key. A24’s branding is helped in no small part to the way its decision-makers’ understand and market. Campaigns are always an extension of what’s being focused on, and in ways that get consumers engaged.

A24 knows how to catch attention and has been doing so since Spring Breakers. A decade ago, Facebook was the place to be, and the marketing team used that and James Franco to their advantage. 600k likes later, the hype was built.

It seems like a rule at the company is to understand the subject. It should be a given, but think of how many brands you’ve questioned recently. Why did they get that influencer, or book that show? A24 focuses on small, impactful gestures that get people talking. For instance, the Spring Breakers director was convinced to sell the rights to the company after receiving a gun-shaped bong with the movie’s logo. The message? We understand what you’re saying with this movie. It’s wild, it’s crazy, and we get it.

And we all know how powerful word-of-mouth marketing is. There’s a reason why everyone knows about it.

How to be cool and authentic: By A24

Then there’s the specific “look” of an A24 project. Being an indie company, it’s going to have that indie look: A minimal budget that’s used well, interesting and innovative direction, writing, acting — just look at EEAAO or Moonlight. Plus, the stories seem to be timely. Relatable. Less Oscar-bait or cheap tricks and more heart.

So, TL;DR: A24 makes movies and shows, sometimes distributes them. You know the company by name because they get it, they get you, and they get their projects. When they release something, you’ll be tuned in. Keep it up, y’all.

Upcoming A24 projects on the horizon include The Idol, and whatever they’re doing with Frank Ocean.

Photo via A24