Art of anti-marketing: why A24’s “Internal Zoom Meeting” video works

A chaotic still from A24’s “Internal Zoom Meeting” video — a low-fi moment designed to feel more leaked than marketed. Image courtesy of A24 (2024).

A24 has built a reputation on refusing to market films the traditional way and its latest “internal meeting” video is the perfect example of how the studio turns restraint into impact. Framed as a casual Zoom meeting along with a chaotic and unpolished file name, the video looks nothing like a promotional asset. Which is exactly why it works!

By leaning into the messiness, it mimics an accidental leaked clip. This creates a form of anti-marketing that is more authentic than any studio-produced behind-the-scenes feature. The result is not just a piece of content, it is an invitation for us, the viewers, into the creative room itself.

1. Long-form as a medium, not a risk

At an eighteen-minute length, it rejects the assumption that audiences only engage with short clips. Long-form content allows space for natural rhythms, real conversation, and subtle character moments that traditional film marketing formats cannot accommodate. By choosing the zoom meeting video to deliver the message, it lets us settle in, observe, and absorb. The medium along with its slower pace allows the viewers to form a deeper connection by getting a look into the creative process.

2. The power of “unpolished” authenticity

The deliberate use of an un-edited and low-quality recorded meeting, screensharing errors, along with general awkward silences allows A24 to bypass the viewer’s marketing radar. When a marketing asset looks professional, it is instinctual that we are being sold something. But, ironically, in this case unprofessionalism builds trust because it makes us an honorary participant of this faux-leaked meeting as we watch it unfold with all its “messy” and “unscripted” moments.

3. An invitation to the “inner circle”

This anti-marketing approach achieves its ultimate goal by playing on our human desire for exclusivity. The Zoom meeting format isn’t just a format, it is an invitation that changes our role from a passive consumer to a privileged observer. It makes us feel like we are “in the know”, part of a secret club that gets to see the development process, enhancing our  emotional investment with a piece of promotional content. This effectively turns a marketing asset into a community building experience, the sense of shared discoverability is what makes the content inherently viral in nature and fosters a loyal community.

A24’s refusal to play the traditional game teaches a masterclass in modern marketing. It leverages long-form content, applies unpolished authenticity to avoid the viewer's skepticism and ultimately creates an exclusive sense of community where the audience feels they have taken part to decode the message rather than feeling like it’s being sold to them.

In an era of oversaturated media, unpolishedness and authenticity are a valuable marketing asset and are compelling forms of hype. This marketing strategy not only cements A24’s reputation as a studio that makes great films, but one that markets them with equally boundary-pushing creativity.

Experience the video for yourself by watching A24’s “Internal Zoom Meeting” here.

Aryani Singh, November 2025

If you’re interested in marketing that breaks the script rather than follows it, explore more of our insights on the Cul-de-sac blog.