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In today’s saturated and fast-paced digital media landscape, independent cinema faces significant challenges in terms of visibility and audience engagement, particularly in bringing younger viewers back into cinemas. This research explores how independent film distributors can develop effective communication and marketing strategies that resonate with Generation Z, reassert the value of the cinema-going experience, and strengthen the role of independent films in a crowded, competitive market. Using a mixed-method approach, the study begins with a case study of the American studio A24, whose growing international success and ability to compete with mainstream studios offer a compelling model. This is followed by a quantitative survey examining Generation Z’s cinematic habits, their perceptions of mainstream versus independent films, and their familiarity with A24. To complement this, qualitative interviews with participants
familiar with the studio provide deeper insight into brand perception, emotional connection, and the role of communication strategies. Findings suggest that Generation Z values authenticity, creativity, and immersive experiences. A24’s approach - combining bold branding, creative and innovative campaigns, a strong digital presence, and merchandising - offers an effective, though improvable, model for independent studios. From a managerial perspective, the study
recommends that European distributors invest in concept-driven campaigns, foster participatory events, strengthen their social media strategies, and build coherent, recognisable and authentic brand identities that extend beyond individual films. These insights offer actionable tools for cultural institutions, marketers, and industry professionals aiming to revitalise independent cinema and better connect with younger audiences.
