The US film production company A24 won the Oscars with "Everything everywhere all at once".
Now Netflix is showing the wacky series "Beef" produced by A24.
Our series tip.
Hot dog fingers are $36.
The production company A24 offers the wobbling plastic hands in their online shop.
You can throw them on and then happily twirl them around like Michelle Yeoh did in Everything Everywhere All at Once, the most successful film from the A24 portfolio to date.
In the role of a laundromat operator, Yeoh is catapulted from one world into the next. This film by Daniel Kwan and Daniel Scheinert is a completely over-the-top trip through the multiverse.
And while in this country, after the Oscars, everyone was only talking about the German winner "Nothing new in the West", the rest of the world wondered: How did "Everything everywhere all at once", this crazy piñata of film, manage to be in Clearing Hollywood like this?
Works produced by A24 were nominated for 18 awards,
all filmed on a comparatively small budget.
In the end, A24 won nine times, “Everything everywhere all at once” alone won seven Oscars.
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Cult: Michelle Yeoh with hot dog fingers in this year's Oscar winner "Everything everywhere all at once".
© A24
And why?
Because David Fenkel, John Hodges and Daniel Katz, who founded the US film production company ten years ago, know how to attract people to cinemas these days.
Posters and celebrity premieres with cuts are no longer enough.
So that viewers who are used to streaming services can comfortably get out of their home cinema and into the cinema around the corner, they would like to be offered a little more.
Cinema as an experience.
And: cinema as an opportunity to become part of a community.
To promote the quirky film "Swiss Army Man" starring Daniel Radcliffe as the farting corpse, A24 sent out messages in a bottle greeting this corpse, named Manny in the film.
They even ordered pizzas to fans' addresses in Manny's name.
And what did they do?
Sure, share photos of it on the internet.
Turn people into walking advertising pillars, there is no cheaper advertising.
And so more and more hip film buffs are wearing shirts ($40), socks (12 euros) or hoodies (80 euros) with the A24 logo.
To show that you are part of this independent scene, which in reality loses a bit of its independence with every further commercial success.
That's how the capitalist game works.
The Netflix series "Beef" is pitch black - and very entertaining
But the nice thing is that the fabrics they work on are still unusual.
The latest A24 prank is now running on Netflix: the ten-part series "Beef".
It begins with a runaway argument between struggling handyman Danny (Steven Yeun) and stressed-out entrepreneur Amy (Ali Wong) -- and gradually escalates into an increasingly blatant feud.
A very entertaining, black-humoured reckoning with our work-life-balance-preaching society, in which everyone who stops grinning every now and then gets great tips like: "Maybe you should keep your gratitude journal again." Keep smiling.
Big cinema.
Matching promotional items for “Beef” cannot yet be found in the regular shop.
But:
For five dollars a month you can become a member of "AAA24" - and get first access to limited merchandise.
Pretty clever, these film people.
"Beef": The ten episodes are now available on Netflix.
