{"id":2556,"date":"2026-06-25T23:10:43","date_gmt":"2026-06-25T23:10:43","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=2556"},"modified":"2026-06-25T23:10:43","modified_gmt":"2026-06-25T23:10:43","slug":"is-a24-still-cool","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=2556","title":{"rendered":"Is A24 Still Cool?"},"content":{"rendered":"
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\n\tCool is a slippery thing. One minute you have it, the next minute it\u2019s out your hands like a water balloon.<\/p>\n

For an older generation, Marty Scorsese epitomized cool. That hasn\u2019t been the case for a while \u2014 I\u2019d say sometime after\u00a0The Wolf of Wall Street\u00a0<\/em>and before his third consecutive manicured period drama. When he made a deal a few weeks ago with an AI startup and\u00a0enthused\u00a0how he\u2019d use it to storyboard, it only reminded of the cool he no longer had, even as he tried to use his well-earned legend credibility to boost the firm.<\/p>\n

For a younger generation A24 has been cool for a while. It\u2019s probably still the case, but the slightly head-scratching Google DeepMind partnership\u00a0it announced Monday\u00a0doubtless cost it some cool \u2014 you don\u2019t take $75 million from the world\u2019s largest tech company in the name of slop tools and keep your counterculture cred for long. That became evident just a day later, when the company\u2019s trailer for a totally unrelated (non-AI) movie from Jesse Eisenberg about community theater brought\u00a0a pile-on of roasts\u00a0about the tech.\u00a0(\u201cWhy would I pay and support a company that doesn\u2019t support or believe in the power of human creativity?\u201d and \u201ca24 was so cool until you chuds sold out to AI monoliths for some monopoly bucks\u201d were among the nicer ones.) I suspect A24 will, eventually, regain some of that cool, but let\u2019s hold off on that for one second.<\/p>\n

What can be easy to forget in all this is that tech\u00a0itself<\/em>\u00a0used to be cool, perhaps the quintessence of the form \u2014 back when the first\u00a0Tron<\/em>\u00a0came out, back when Steve Jobs would make cinematic entrances at Apple WWDC to talk up the iPod and iPhone, back when the second\u00a0Tron<\/em>\u00a0came out, back in all the stories of early founders in their garages and the pop-cultural works that glazed them. The era of tech across these decades converged two of the things Americans love most \u2014 a feelgood bootstrapping story with playable toys, and who couldn\u2019t get down with that?<\/p>\n

Tech was even still cool in late 2022 when OpenAI released ChatGPT and everyone started giddily re-doing Taylor Swift lyrics as Shakespearean sonnets.<\/p>\n

But since that moment the whole vibe ebbed away. We live in a post-hardware age in which tech is defined not by the machines we use but by the ghost who lives in them, and we increasingly look at him and realize he\u2019s not Casper. The unseeable threat has come to take our jobs and our souls, and while in some cases I think we\u2019re actually\u00a0underestimating<\/em>\u00a0the dangers even as in other ways we\u2019re overplaying them, this essential tech vibe shift \u2014 from something fun we hold in our hands to something intangible that billionaires will use to control us \u2014 has been at the heart of this ebb. (A\u00a0new book\u00a0this summer from the\u00a0Financial Times\u00a0<\/em>journalist Sarah O\u2019Connor examines these angles shrewdly.)<\/p>\n

OpenAI, which had that last moment of tech cool, has now been a primary driver in tech losing it. Converting your nonprofit to a moneymaker will do that; so will your leader\u2019s series of smarmy pronouncements about the future. To the cognoscenti, this plunge became clear a year later almost to the day of the ChatGPT release when said leader Sam Altman rebuffed a coup from staffers and board members concerned about safety by using some borderline backstabbery, casting a whole bunch of well-intentioned safety-minded players out the door (including the wife of Joseph Gordon-Levitt, who incidentally has retained his cool).
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To more casual followers, the cool fled a year after that, when Altman, Jeff Bezos, Tim Cook, Mark Zuckerberg and Sundar Pichai attended and donated to the Donald Trump inauguration. At that moment the water-balloon didn\u2019t just slip out \u2014 it burst and landed in the front row. (Elon Musk, who it can be hard to remember actually\u00a0was\u00a0<\/em>cool back in the early Tesla days, lost it a lot earlier when he ruined Twitter, but made doubly sure it would stay away with his whole DOGE adventure.)<\/p>\n

Read more \u2018Grand Theft Auto VI\u2019 Going Digital-Only Is a Car Crash for Physical Media<\/a><\/p>\n

\n\tThat many of these entrepreneurs overseeing AI purportedly \u2014 by their own boast! \u2014 will put us out of work also helped shoo away the cool. Ironically Apple, the most jeans-pocket ubiquitous of the tech giants, stayed cool even if it barely came out with popular new products simply by staying out of the AI game. But then, it also fired Jon Stewart because he asked a few questions about AI and China on his show, and you don\u2019t fire Jon Stewart and keep your cool. The past few years also brought a growing awareness of the dangers of smartphones and social media, with the\u00a0inevitable legislative responses, sealing the deal.<\/p>\n

(The last cool tech company standing, Anthropic, is hanging in because Dario Amodei stared down\u00a0Pete Hegseth, the antonym of cool, and because Claude works a lot better than ChatGPT. But how long will that last? Probably not long. The cheers Claude gets at the expense of ChatGPT will fade when Claude likely becomes dominant and people realize that a billion-dollar automation-peddler can only square the circle so many ways.)<\/p>\n

There are advantages to being a tech company that was never cool in the first place. Which is why Amazon can lean in to its calculated Big Tech mentality full-on \u2014 \u201clet\u2019s make a sweetheart deal with Melania!\u201d \u201clet\u2019s abandon a movie critical of Sam Altman!\u201d \u2014 and not miss a beat of sleep.<\/p>\n

That Altman moment that happened a few days ago was, needless to say, a juicy opportunity missed. Amazon\u2019s planned release of the Luca Guadagnino film, which chronicles that exact survived 2023 boardroom coup, presented a chance \u00a0for the Bezos-led company and even tech as a whole to regain a little cool. But the company decided to\u00a0drop the film,\u00a0and the ball. Of course when you want to sell your cloud technology to OpenAI \u2014 or just sell toothbrushes at scale \u2014 cool is of secondary concern.<\/p>\n

With the\u00a0Artificial<\/em>\u00a0drop and lack of subsequent pickup, including from A24, came a realization (how many more do we need?) of the toxic effects of mixing Hollywood and Silicon Valley. Many of us have long understood that selling your country\u2019s main creative engine to the technocapitalist machine was probably not going to end well for creativity (one personal marker came in 2020 when\u00a0no streamer would pick up\u00a0Bryan Fogel\u2019s excellent doc The Dissident<\/em> about the Saudi role in Jamal Khashoggi murder lest MBS be deterred from dealmaking) but the universe just keeps reminding us of it again and again. That Hollywood now won\u2019t touch the moment when Sam Altman squandered tech\u2019s cool feels almost too symbolic \u2014 an industry that once defined the country\u2019s cool now actively siding with the very people who know best how to lose it, so deep in the tank they refuse to even release a movie about the moment that happened.\u00a0<\/p>\n

Read more Christopher Nolan\u2019s \u2018The Odyssey\u2019 to Skip Social Media Influencer Screenings<\/a><\/p>\n

\n\tThis kind of complicity is how cool is lost. This is of course also how state media happens, not with government takeovers but an industry so executive-level powerful your biggest platforms cower in its presence.<\/p>\n

Which brings us back to A24\u2019s stature. The company was supposed to stand against all this \u2014 in an era of 21st-century capitalism it brought back the \u201870s; in an era of franchises it embraced Ari Aster and Greta Gerwig and Barry Jenkins and Ti West and Josh Safdie; in a time of pushbutton sequels it went all in on Kane Pixels. Not a month ago the headlines weren\u2019t just about how A24 was cool \u2014 it was about how that cool was\u00a0out-earning Star Wars. Now it\u2019s getting trolling threats of boycotts. (And A24\u2019s key revenue-driver is its cool factor.) That\u2019s the power of Big Tech: it can make things uncool as sharply as it once made them the opposite.<\/p>\n

(The DeepMind deal is headscratching, by the way, not because A24 shouldn\u2019t have experimented with AI but because they rolled out the experiment entirely wrong: they should have waited until they had something good, released it and then silenced naysayers\/validated the partnership that way, instead of announcing a corporate deal with nothing more to show for it than a trust-us-bro \u2014 a strategic decision that seemed to have been led by the very corporate mindset we thought A24 was here to fight.)<\/p>\n

I think the anti-A24 vibe will change \u2014 somewhat \u2014 not because the Google partnership will necessarily yield some great moment of Oscar or hipster glory but because our attitudes on AI and creativity will change. Yes, right now Guillermo del Toro and Vince Gilligan are cool for eschewing AI, Scorsese and Jim Cameron uncool for embracing it. But these are artists we know as great from their work\u00a0before and unrelated<\/em>\u00a0to AI, and we\u2019re no more likely to imagine or cheer their greatness with a gamechanging tech tool than we are to applaud Dudamel for his use of the vocoder.\u00a0<\/p>\n

But a native group of AI artists will emerge that will distinguish themselves with the tech (already there are hints\u00a0of this). And so while there will surely be too much studio slop and moneygrabbery for even a supercomputer to count, we will land in the middle thanks largely to genuine artists using the tech to produce something interesting that they couldn\u2019t have, either financially or technologically, produced before. \u201cSomebody\u2019s going to make a scary fucking horror movie using this technology. Somebody\u2019s going to make a really fucking funny comedy using this. Like really funny shit that couldn\u2019t be made \u2014 that\u2019s native,\u201d Matt Stone\u00a0says, and when it comes to the subject of auteurish iconoclasm I\u2019m inclined to believe him. After an era of tech as the epitome of cool and an era of AI as the epitome of evil, we will land in a more Hegelian place that allows us to mentally balance both, probably not just in creativity but society at large.<\/p>\n

None of that helps A24 now. Right now the once high-flying studio is the best test case and the tragic object lesson for a truth that Silicon Valley has known for years: It takes many years to build cool. And just one awkward business maneuver to give it away.<\/p>\n

Read more Cannes Lion: Inside the UTA and DoorDash Ads Executive Soir\u00e9e (Photos)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The pact with the AI giant threatens a decade of cool by the studio of Moonlight, Midsommar, Moonlight and Marty Supreme.<\/p>\n","protected":false},"author":1,"featured_media":2555,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[142,49,2023],"class_list":["post-2556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-a24","tag-ai","tag-google"],"yoast_head":"\nIs A24 Still Cool? - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=2556\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is A24 Still Cool? - US Property Moves\" \/>\n<meta property=\"og:description\" content=\"The pact with the AI giant threatens a decade of cool by the studio of Moonlight, Midsommar, Moonlight and Marty Supreme.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uspropertymoves.com\/?p=2556\" \/>\n<meta property=\"og:site_name\" content=\"US Property Moves\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-25T23:10:43+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#\\\/schema\\\/person\\\/f6dcb1ef8e64fe67b72b772b81aa822c\"},\"headline\":\"Is A24 Still Cool?\",\"datePublished\":\"2026-06-25T23:10:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556\"},\"wordCount\":1785,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/1429fba713af19dee6b0f1085d8768a3.webp\",\"keywords\":[\"A24\",\"AI\",\"Google\"],\"articleSection\":[\"Interesting\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556\",\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2556\",\"name\":\"Is A24 Still Cool? 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