2022 brought about an A24 renaissance, with the studio releasing a plethora of successful films ranging across all genres. Movie after movie conquered social media, with fans discussing all aspects of the releases – from makeup, to costume design, to casting, and more. But the biggest accomplishment of the company this year? The way A24 was able to use their films to connect directly with Gen Z. Along with social media dominance sustained by younger audiences, A24 had Gen Z eating out of the palm of their hand.
Why was A24 successful? One reason: the films released this year included tropes and concepts that modern, younger viewers could identify with. While it wasn’t the first time A24 has delved into familial relationships, Everything Everywhere All At Once took the idea to a whole new universe. (Shout out to them for instilling the fear in me that I’m living my worst reality.) With lines like, “I don’t want to hurt anymore and for some reason when I’m with you it just…it just hurts the both of us,” Stephanie Hsu and Michelle Yeoh delivered gut wrenching performances that displayed themes of generational trauma, the effects of strained parental relationships, and the pressures of “success.” These themes simultaneously drew in Millennials and Gen Z’ers, while older audiences might have missed the message. The generational debate on the film made it one of the most talked about movies across the board on social media.
Aftersun also fit that niche, following Paul Mescal as a DILF — sorry, father, taking his young daughter on holiday. Exploring depression, growing pains, it reminded audiences that parents, like children, are experiencing this life for the first time too. Even Marcel the Shell with Shoes On had younger audiences crying while tackling love, family, and one-sided relationships with social media in a playful manner.
@a24hard truths from a tiny shell 🐚#marceltheshell #a24 #jennyslate #filmtok
♬ original sound – A24
Masses of people took to socials, in particular TikTok, to show their pain — and appreciation for such movies. For Everything Everywhere All At Once, one creator captioned her video, “When you watch this movie and you cry and the only thing your mom gets out of it was that it was very sad and the daughter was mean.” Another woman captioned her Aftersun reaction TikTok, “Went for Paul Mescal and left in shambles.”
@dazevstheworldIn conclusion…we loved it. #everythingeverywhereallatonce #a24 #fyp
♬ This Is A Life – Son Lux
Socials stayed loaded with A24 content all year long. Bodies Bodies Bodies amassed plenty of Gen Z attention for its accurate and hilarious depictions of their peers (plus that killer twist). The commentary perfectly encapsulated Gen Z without being too overplayed and exaggerated. (How can I listen to Alice’s podcast?) Audiences were even able to band together to make memes and poke fun at movies like X and Pearl. When creators weren’t making TikTok edits of Mia Goth’s best monologues, replicating her outfits for Halloween, or dissecting Pearl’s unhinged feminine rage, time was spent jokingly pointing out her characters’ relatability: “She is so me (I need professional help,)” one person commented on a Pearl TikTok.
As A24 wraps up a fantastic year with a bow, there’s already much to look forward to.Yet another look into mommy issues in When You Finish Saving the World, directed by Jesse Eisenberg, with Finn Wolfhard and Julianne Moore in January, 2023. Plus more of Mia Goth’s Pearl series with Maxxxine, and so much more to come. Here’s hoping that as the studio ages, they keep connecting with Gen Z the same incredible way they did in 2022. At the very least, we’ll always have the memes.
