Past Lives : A Successful Recipe of A24

"Past Lives" is the movie everyone's talking about this year. It's snagged top spots on all those end-of-year movie lists, and people are curious—why is a film about Asian immigrants getting so much love in the U.S.? IndieWire just rated No.1 best film of 2023. Let's dive in and find out about the folks behind the scenes.

So, the story sounds like your classic love tale: back in the '90s, these childhood pals from South Korea, Nora and Hae Sung, get separated when Nora moves to the States. No internet, so it seems like they'll never cross paths again. Fast forward twelve years and Hae Sung tracks Nora down on Facebook. They reconnect, but life takes them in different directions. Another twelve years pass—Nora's married to a Jewish writer, and Hae Sung's doing the Seoul life. When they finally meet in New York, they're not the same kids anymore.

But "Past Lives" isn't just another love flick. It's digging into the Buddhist idea of "fate." The leading actress Greta Lee spilled the beans during a Q&A, calling it a modern love story that almost falls into the usual traps. Yet, Celine Song spins it so well, introducing American audiences to this whole 'fate' concept. Liu Taiwu chimed in, saying fate is a common thing in Korean (and East Asian) culture.

After watching the whole thing, here's my scoop: A24's Asian drama game is still in its early days for American immigrant films. The movie's basics? Selling identity, home country culture, stereotypes, and pulling on your heartstrings. It's not heavy on deep thoughts but pretends not to be sentimental, all while scoring points with audiences through heartfelt moments and some awkward humor. But why is this seemingly typical Asian love story blowing up in the West? Well, the director spilled the tea in A24's newsletter.

This is the first movie I’ve ever made, and I love it very much. I love it for everything it is, flaws and rookie mistakes and limitations and all — I love it for the talented, kind, beautiful people I got to make it with —

Imagine a rookie director owning up to their mistakes, sharing a personal story, and the film skipping the preachy stuff for a vibe that connects with the audience. Paired with cool visuals, smooth camera moves, and fresh tunes, it's a whole art package. With a solid script, a unique concept, and smart promotion, there's every reason for it to stand out.

Oh, and let's not forget the brains behind it all, A24. They're the real MVPs of "Past Lives."

A24 is a film production and distribution company that's become a major player in the entertainment industry. Despite being relatively young in the game, A24's films have made quite a splash. They've bagged numerous awards, including multiple Oscars for films like "Moonlight" and "Room."

A24 is all about picking films that break the mold. They go for unique, fresh stories that might not fit the mainstream vibe. It's like they've got this cool recipe for films that are anything but cookie-cutter. "Past Lives" is not their first successful attempt at small intimate stories related to Asian immigrants.

Alright, let's dive into how A24 played it cool with "Minari," making it more than just a movie—more like a vibe.

So, "Minari" is this touching drama about a Korean-American family making it in 1980s Arkansas. A24, being the savvy folks they are, knew this one was special and decided to hype it up in a way that felt real and personal.

A24 wanted everyone talking about "Minari," so they cooked up these campaigns that weren't just about selling a movie but telling a story. They hit up social media, did interviews, and rocked the film festival scene. It was all about connecting with people and getting them pumped up.

Knowing "Minari" had a serious heart, A24 played it cool with the release. They started slow, dropping the film in specific spots first. It was like they were teasing us, building up this feeling that you had to see it to get it. It got folks talking, wondering when it'd hit their town.

A24 trusted the power of people chatting. By rolling out "Minari" smartly, they let the crowd do the talking. Early viewers, all pumped after catching the flick, started shouting about it to friends and online. It was like a friend telling you about this awesome thing you just had to check out.

And that's how A24 turned "Minari""Past Lives" and so many other indie movies into more than a movie—it became a whole experience. They made sure it wasn't just a film you watch; it was one you lived and talked about. That's the A24 magic, making movies feel like a piece of your world. They're risk-takers, giving directors the freedom to do their thing, resulting in movies with a personal touch. A24 loves diverse voices, and their films often explore different cultures and experiences. Plus, they're smart about marketing, and building a brand known for quality and originality.