A24 has scored another big win with Materialists, the latest film from Past Lives director Celine Song. The movie earned around $12 million in its opening weekend at the U.S. box office, making it one of A24’s biggest releases ever. It now ranks as the studio’s third-largest opening, behind Civil War and Hereditary.
This success was surprising. Materialists didn’t debut at a film festival or open with a small release. Instead, it launched wide on over 2,800 screens, competing with big names like Mission: Impossible and Ballerina. Early projections expected $7-8 million, but the film easily beat that estimate.
A24’s smart marketing played a key role. They positioned Materialists as both a thoughtful film for art-house fans and a fun love-triangle story for general moviegoers. With stars like Dakota Johnson, Chris Evans, and Pedro Pascal, the film attracted commercial interest. But it was Celine Song herself who became a major part of the promotion, especially in cities like New York and Los Angeles.
The marketing campaign went beyond typical ads. A24 staged clever promotions, including a takeover of the New York Stock Exchange sign, showing playful updates on “romantic values.” Viral moments from the cast also helped build buzz, but Song’s interviews and personal involvement drew in many moviegoers.
While Materialists earned a B- CinemaScore, showing mixed reactions from general audiences, it proved that original films can succeed when backed by the right strategy. A24’s approach of spotlighting the director worked here, just as studios like Universal did with Christopher Nolan for Oppenheimer.
By contrast, Neon’s The Life of Chuck struggled at the box office, earning just $2.1 million despite a strong cast. Experts believe that without the same focus on its director, it failed to connect in theaters.
With Materialists, A24 once again showed that blending commercial appeal with creator-driven marketing is a winning formula. As more original films like Eddington and The Smashing Machine approach release, A24 seems ready to keep using that playbook.
