{"id":689498,"date":"2025-09-11T15:55:13","date_gmt":"2025-09-11T12:55:13","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/a24-extends-its-indie-brand-to-off-broadway\/"},"modified":"2025-09-11T15:55:13","modified_gmt":"2025-09-11T12:55:13","slug":"a24-extends-its-indie-brand-to-off-broadway","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/a24-extends-its-indie-brand-to-off-broadway\/","title":{"rendered":"A24 Extends Its Indie Brand to Off-Broadway"},"content":{"rendered":"
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\n\tIn a small West Village theater, Spike Lee\u2019s laughter rang out as he snuck in the back to catch some of the humorous moments in his 2002 drama, 25th Hour.<\/em><\/p>\n

\n\t\u201cThis film still holds up,\u201d Lee said, later on the stage, sitting across from the film\u2019s star, Edward Norton. Lee then asked how many people had seen the movie for the first time and looked out as half the theater raised their hands.<\/p>\n

\n\tThe screening was part of A24\u2019s reopening week at the Cherry Lane Theatre, which kicked off Sept. 8 with the screening and includes a wide range of programming with other luminaries, including comedy with Jerrod Carmichael, a staged reading of True West,<\/em> starring Michael Shannon and Paul Sparks, and a film screening of Foxes <\/em>and Q&A with Sofia Coppola and Jodie Foster.\u00a0<\/p>\n

\n\tThe film studio purchased the Off-Broadway theater in <\/strong>2023 and has since remodeled it in its indie cool image, replete with black-and-white photos from past theater productions, including Cecily Tyson, James Baldwin, Arthur Mitchell, and Harry Belafonte in To Be Young, Gifted and Black, <\/em>which previously ran at the theater, and the addition of a small restaurant run by the Frenchette Group, <\/strong>designed as a mid-century bistro. The historic facade and signature red door still stand.<\/p>\n

\n\tCherry Lane has deep roots in the community, as it has been operating as a theater since 1924 and has welcomed productions including Sam Shepard\u2019s True West<\/em> in 1982 and more recently, Alex Edelman\u2019s Just For Us. <\/em>Norton noted that he had rehearsed Keeping the Faith<\/em>, his directorial debut, at the theater. \u00a0<\/p>\n

\n\tA24 plans to keep programming theatrical productions in the 167-seat theater, alongside other forms of entertainment, including music and a recurring film series<\/a> and talkbacks hosted by Coppola. Natalie Palamides\u2019 one-woman show Weer<\/em>, in which each half of her body plays one of the roles in a male and female couple, will be the first long-run programming at the theater, with the show set for a five-week run starting Sept. 20.\u00a0<\/p>\n

\n\t\u201cWe\u2019re not announcing a season, per se. We\u2019ll do traditional theater runs, but also spontaneous music, film, comedy, conversation, one-night only special events,\u201d said Dani Rait, a former Saturday Night Live<\/em> booker who has been hired to program the theater.\u00a0<\/p>\n

\n\tThe film studio is a producer on Weer, <\/em>but will not be a producer on all works at the theater, with the decision being made on a show-by-show basis.\u00a0<\/p>\n

\n\tA24\u2019s decision to acquire an Off-Broadway theater \u2014 at a price tag of $10 million \u2014 follows Audible, the audiobook company owned by Amazon, which began leasing the Minetta Lane Theatre <\/strong>in 2018 and puts on live performances there that are often recorded and later offered on its platform. Netflix has also moved into the real estate business, after acquiring movie theaters in New York and Los Angeles, where it screens its own programming and hosts special events.\u00a0<\/p>\n

\n\tA24 is unlikely to hold premieres of its films at the theater, given its small size, and unlikely to make a big profit on the holding, as it is setting a goal of having accessible ticket pricing, depending on the event. The works running at the theater are also not viewed as shoe-ins for adaptation by A24, but it is a possibility.\u00a0<\/p>\n

\n\tThe bigger idea is to have A24 move into live experiences, in part, as a brand extension, but also as a means to have artists they\u2019ve previously worked with put shows on the stage and to discover new voices. Many creatives who have worked with A24, including Euphoria<\/em>\u2019s Jeremy O. Harris, Sing Sing\u2019s<\/em> Coleman Domingo and Moonlight\u2019s <\/em>Tarell Alvin McCraney have roots in the theater world.\u00a0<\/p>\n

\n\tLured by the cheaper economics and the opportunity to present their own works, producers have also been scooping up Off-Broadway real estate with prolific Broadway producer Seaview Productions leasing the former Tony Kiser Theater in midtown and No Guarantees Productions, backed by Christine Schwarzman, wife of the CEO of the Blackstone Group,\u00a0taking over the Astor Place Theater, former longtime home to Blue Man Group. <\/p>\n

\n\tA24 has not dictated what kind of programming should be at the theater. Rait and her team are frequently talking to artists and seeing shows in London and at Edinburgh Fringe (where Weer<\/em> originated) and elsewhere to find future bookings. While the stage is small, the shows themselves will not be limited to just one-person offerings.\u00a0<\/p>\n

\n\t\u201cWe don\u2019t really have a mandate or guardrails for programming, quality is the only unifier, and we just want to give talent and amazing voices an opportunity to share their stories,\u201d Rait said.\u00a0<\/p>\n

\n\tOver the summer, the theater hosted a series of private events to prepare for the big reopening including stand-up comedy by Ramy Youssef and Alex Edelman and HAIM previewing their new album\u00a0I Quit<\/em>.<\/p>\n

\n\tAt the moment, the only obvious sign the theater is owned by A24, other than the cultivated atmosphere, is the presence of \u201cA24 movie candy bars\u201d at the theater concessions.\u00a0<\/p>\n

\n\tMany of the reopening week artists also had a connection with A24, with Lee\u2019s most recent film, Highest 2 Lowest<\/em>, produced in part by the studio.<\/p>\n

\n\tAfter reminiscing about how Norton had his nose broken during filming after his costar Barry Pepper accidentally punched him in the face during what was meant to be a choreographed fight scene, the actor turned to Lee and asked how his filmmaking had changed in the decades since the film.<\/p>\n

\n\t\u201cI\u2019ve got more money!\u201d Lee said.<\/p>\n<\/div>\n

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In a small West Village theater, Spike Lee\u2019s laughter rang out as he snuck in the back to catch some of the humorous moments in his 2002 drama, 25th Hour. \u201cThis film still holds up,\u201d Lee said, later on the stage, sitting across from the film\u2019s star, Edward Norton. Lee then asked how many people…<\/p>\n","protected":false},"author":1,"featured_media":689499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/www.hollywoodreporter.com\/wp-content\/uploads\/2025\/09\/a24.jpg?w=1440&h=810&crop=1","fifu_image_alt":"","footnotes":""},"categories":[17],"tags":[1532,70730],"class_list":["post-689498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-mediaa","tag-a24","tag-theater"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/689498","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=689498"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/689498\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/689499"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=689498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=689498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=689498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}