From Screen to Scene: A24’s IRL Culture Empire in NYC

THR’s Julian Sancton spends a day in A24’s New York orbit, touring the Cherry Lane Theatre and Wild Cherry, browsing the studio’s merch at Barnes & Noble, and attending pop‑ups and events that fuse film branding with live culture. The piece argues that A24 is turning its indie cool into an IRL ecosystem—restaurants, theaters, exclusive experiences, and hype‑driven merch—to deepen fan engagement and sustain growth, while grappling with the tension between maintaining edge and broadening appeal.