Global Market of Dream Company: A24
As A24 continued to grow, it eventually became apparent that the small independent o.-., -t.,.. o..t1 company would have to build its status in the filmdistribution market internationall1 Around 1+,uc t 2016, A24 had some profound success when their films Room and Ex Machina gained Oscar
nominations (Busch). Because of this, A24 hired investment banker Sasha Lloyd to oversee
A24's international base and be the main force behind international release and distribution
(Busch). As of this last year, A24 has well established itself in the global market for film
distribution One of A24's most notable releases from2019, Midsommar, was distributed in the ) � 'j014 I\� ,tW. �C-('l•"'4 1' tN,t.. 1 ( UK, Australia, New Zealand, Germany, Austria, Switzerland, Spain, South Korea, Greece, C,O�t'- "-·' E..l,M,,ttf ( I,\k,. throughout the Middle East, Thailand, and Indonesia (Kay)) Of this countries, a notable one to b-�� . - ·) investigate is Germany. Germany has a population of 80,159,662 people, with 87% of citizens
speaking German ("The World Factbook: Germany"). Germany has the fifth largest economy in
the world, with a $3.701 trillion GDP, and there is 89.6% of the population utilizing the internet
("Germany").
To see how A24 is accepted in Germany, the best example is to view the film
1 Jvfidsommar's run in the country. /vlidsommarwas released in Germany on September 26 '\ 2019. I\O-t �1,1,td_ Th. lr-"""M� The filmwas l��-ttle*.S), with German subtitles being utilized to
bridge the language barrier gap. The comparison of posters for the film in the U.S. vs Germany is
a great example of the company adapted for the internationalmarket. Both posters include a shot 2 of the film's lead character, Dani (played by Florence Pugh). However, the American poster shows a close up of half her face; while she is crying and wearing a crown of flowers
("Midsomrnar").The German poster shows a medium close up of the same image, however blood has been added to the left side of her face ("Midsommar"). The most notable differenceis that of the slogan for the poster. The American poster has the phrase "Let the Festivities Begin", whereas the German poster says "Das bose wird ans licht kommen" which means "Evil will come to light" ("Midsommar").
I think A24 has the potential to strive in Germany with continued distribution. The two best reasons that Germany poses such a great financial opportunity for A24 is because of its massive economy and population. With a population of 80,159,662 people, Germany presents a major group of potential viewers and customers for A24 ("Gerni"). To add onto this advantage, almost 90% of the population utilizes the internet; meaning that A24 can reach many viewers through their partnership with Amazon Prime ("Germany"). Germany also has the fifth wealthiest economy in the world, which means that citizens more likely to spend money on 7 products and media which A24 produces ("Germany").
With the pros of the German market, there are of course the cons of having a market in
Germany. One of the most obvious issues is the language barrier. With most of the population speaking the native language, German, there is a divide which may cause A24's films to not
r translate to German audiences with the same intended meaning f om their original incept�
Another point of trouble for A24 in Germany is that the U.S. only holds 4.5% of importance for
th imports in the country ("Germany"). This means that the U.S. is 8 in relevance for the goods they send to Germany, meaning that A24 (a company based in New York City) ma1/6t reach audiences prio_r to productions from other countries or from German productions.