Cherry Lane Theatre x A24 Marketing Director Case Study
Prepared by Ashley Ranich | December 2024
1. Please write a brief "mission statement" for your approach to marketing the CLT program and include 3-4 marketing tenets/territories/pillars under that mission.
Since 1924, Cherry Lane Theatre has been home to bold, experimental storytelling in the heart of Greenwich Village. With A24's acquisition, this historic space for groundbreaking theatre now expands into a first-of-its-kind center where stage meets screen—building on a century of pushing boundaries while shaping what comes next.
This new chapter reflects both the studio and theatre’s shared values: bold storytelling and artistic autonomy. Our strategy will leverage A24’s key strengths: impeccable taste and distinctive brand identity. Still, CLT will remain the centerpiece of the conversation. Our marketing will highlight the theatre’s rich history, cement its place in the cultural archive, and signal an enduring commitment to the future of live arts.
Marketing Pillars & Tenets
1. A Relentless Commitment to Boundary-Pushing Storytelling
● Pillar: Preserve CLT’s history of presenting avant-garde and genre-defining works while maintaining its artistic integrity and commitment to experimentation outside of commercialization. Introduce new forms of single, series, or co-presentations of bold and experimental programming.
● Tenet: Maintain an unwavering dedication to effectively communicate and honor the artists’ vision, practice, and work. Similarly, strike a balance between maintaining artistic integrity with audience accessibility to expand access to and engagement with the theatre.
2. Boldly Reintroduce Cherry Lane Theatre: Solidify Its Legacy, Highlight Its Future
● Pillar: Strategically position the next iteration of Cherry Lane Theatre as a pioneering center that bridges the stage and screen with live theatre, new interdisciplinary programming, intimate, sought-after A24 events, and food and bev options or pop-ups with local chefs.
○ Cherry Lane Theatre must be positioned as not just a venue for live theatre—but as a first-of-its-kind epicenter for the presentation of contemporary culture. In its next iteration, the theatre must be at the center of the conversation—this is made possible by A24’s muscle.
○ Historically, CLT has virtually no earned media coverage that highlights the institution itself. It’s essential that ahead of its reopening it is positioned as a cultural landmark with a visionary future that’s essential to the cultural fabric. Over time, aim to reinforce emotional resonance
between the audience and the space, in addition to the audience and the
work.
● Tenet: Strategically combine A24’s brand and cultural resonance and CLT’s
iconic history to drive earned media coverage, expand audience development, create cross-disciplinary cultural cachet, and essentially drive the consumer to need to be a part of this cultural shift.
3. Champion New Voices and Visionaries and Pay Homage to their Predecessors
● Pillar: Reimagine the way CLT fosters new and old voices through innovative content marketing and strategic public relations strategies. A24’s acquisition, and a new marketing structure, empowers CLT to support emerging artists in ways previously unimagined. Lead with an unrelenting commitment to not only present experimental works, but to facilitate awareness and engagement with the storyteller’s practice to broader audiences.
● Tenet: Illustrate A24’s unique ability to cultivate interest in live theatre and build a platform for emerging voices, while preserving the ethos of the theatre. It’s essential to bring CLT into the digital age; CLT should become the conduit for the artist’s work. I’d look to create signature content series, standardize targeted outreach strategies, foster programming partnerships, etc. in order to truly build a discovery platform for the artists we work with.
4. Instill an Unwavering Commitment to Experimentation and Adaptation
● Pillar: Approach the work with an unwavering commitment to experimentation; embrace risk and the unexpected, but let taste and experience guide; regard failure as information, not a deterrent; and lead with an empathy-first, yes mentality.
● Tenet: If something isn’t working, change it. If there’s a new way of approaching something, but it hasn’t been done before, try it. The approach to marketing novel or experimental work should embody its nature.
2. A24 and CLT will have a unique and special relationship, especially in the marketing and promotional sphere. Please outline 3-4 concepts where the A24 ecosystem can be beneficial for CLT.
1. A24StylizedCampaignsforCLTProductionsSliceThrough
a. EachCLTproductionbecomesaculturalmomentwithahighlyvisual, distinctive, and theatrical campaign.
b. CampaignswillcutthroughnoiseanddriveimmediateimpactwithA24’s distinctive marketing and design. In a new approach with A24’s backing, they will subvert traditional theatre marketing and introduce film-like teasers and trailers, atmospheric wild postings, and succinct social posts that drive anticipation and conversion.
2. A24’sAudienceUniverseBecomesanEngineforCLT’sCultFollowing
A24’saudienceuniverse,targeting,insights,andcustomerdatabaseis invaluable to CLT—it presents an immediate opportunity to build an audience pipeline with scalability and profitability at virtually no cost. The audience’s connection to the arts is already established, the tactics can be niche and nimble.
Easywinscanbesecuredwithtargetednewslettersforajointconcept; programming features on social media used sparingly and intentionally; retargeting and lookalike campaigns leveraging A24’s customer data.
A24MemberswillalsobeakeycomponentofCLT’srevitalizedfollowing. A24 members are engaged, support the arts, still go to the movies, and have a high affinity to merchandise. CLT now also provides a tangible benefit—a physical space with pioneering programming with a rich history and unconventional future.
3. A24JointProgrammingBringstheNextGenerationofTheatreKids
CherryLaneTheatrebecomestheepicenterofexclusiveA24
programming—whether early screenings, special programs engaging relevant plays from CLT’s archive with upcoming films, or curated conversations on craft bridging film and theatre.
Newaudiencesmaybedrawninbyindependentfilm,butoncethey’rein the marketing ecosystem, they’ll come back for a live production. The interest and intent is inherent in this audience—the marketing needs to invite them into what’s already happening. It’s a whisper, not a yell. It’s a cultural shift, not an acquisition.
Further,A24MemberscanbeconvertedtoCLTmemberswithadual membership opportunity. Offer reciprocal benefits for a limited time like during the soft open. In future states, underscore that membership is the only route to accessing exclusive programming.
4. CLTFindsaWeirdHomeandManicFollowingonSocialviaA24’sDigital Content Production
CLT’shistoryisstoried—there’sanarchiveofintegraldowntownNew York history that’s still untold. Even in past press, CLT remains a background figure despite the scale of its impact on live arts. A24 is the perfect partner to bring CLT into the digital age.
Contentseriescanfunctionasdigitalarchives,withahundredyearsof history to mine. Upcoming productions can break the traditional theatre advertising mold and feature movement, stylized typography, atmospheric texture. Emerging playwrights and actors will reach new audiences through its platform. Ahead of productions, content series can follow them through the Village, outside of the theatre’s walls.
The opportunities here are vast, and the execution strategies can be niche—which is exciting and scalable. I honed in on three high-level applications that prioritized impact and scalability, but am happy to provide additional concepts less focused on immediacy.
3. Cite references and examples of what you think the tone and voice of CLT social media should feel like.
Cherry Lane Theatre’s Voice & Tone:
1. Present:It’shappeningnow.
We’re the oldest off-Broadway theatre in NYC with the newest
experimental screen and stage programming in the world.
OnSocial:Cutthroughthepretense—writeintheimmediatepresent. Add detailed observations or sensory elements for immediacy—make audiences want to be there.
2. Minimal,Straightforward:Nojargon.
a. We trust the audience’s intelligence. We’d rather show than tell.
b. OnSocial:Useminimallanguagetomaximizeimpact.Employshort
sentences and active verbs. Words earn their place, or are cut. Don’t over
explain or apologize for complexity.
3. Confident,NotArrogant,NeverCutes-y:Directandunflinching.
a. CLT’s voice must evolve from friendly family member with warm invite to historical icon with quiet confidence and subtle edge—we know exactly what we are, what we’ve built, and where we’re going.
4. Alive,Living:Referencingspace,time,culture.
a. The space itself bears witness; our programming, history, and
communications are site-specific. Time markers and architectural
references add a visceral quality.
5. Authentic:Tothework,vision,space,andtime.
We don’t overhype or overindulge; we are the conduit for the artists’
vision and work. When possible, we let the work speak for itself.
OnSocial:Avoidgenericsentences,marketingpleas,jargon,and urgency/scarcity tactics. This isn’t traditional theatre marketing, action and desire is created through restraint.
Examples:
● Why it works: Short, emotive, informative.
● Why it works: The use of “rain splashes on cobblestone streets,” and “snow dusting the black garbage bags,” are good examples of physical markers—they add texture and context to draw the audience into the moment.
● Why it works: It communicates historical reverence without pretension. It’s succinct, but impactful. It’s present.
4. The shows and programming at CLT after the A24 acquisition will introduce and represent the brand of the institution to a wider audience. Outline 3-4 concepts where the CLT shows and programming can serve as a marketing platform for the institution and the CLT brand itself.
A24 & CLT Present...
CHERRY BOMB: Pop-up Performances at Midnight
● Concept: Cherry Bomb is a programming series consisting of one-night only, experimental, live theater performances featuring A24’s community of actors, artists, and collaborators within the walls of CLT. It will leverage A24’s community as the hook, while spotlighting the iconic, avant-garde works of CLT’s past, wholly reimagined in a contemporary context.
● Marketing: Performances are not announced publicly; they are not promoted. A24 members and CLT subscribers receive an announcement via text 24 hours prior to the midnight performance. Performance context is vague, but highlights featured talent. Tickets are limited, you buy at the door. No phones, no documentation, no press passes. Simple lighting, no tech—the focus is the performance. This is the only time and this is the only place this performance will take place. Enjoy it.
● Launch Program Example: Ayo Edebiri & Barry Keoghan perform in The Zoo Story, directed by Emerald Fennell.
● Why It Works: Deep connection to CLT’s history; viability in execution; buzz-worthy pairings, with serious theater backgrounds; high potential for earned media impact and coverage; inherently action-oriented; knowingly nostalgic.
THE MENTOR PROJECT: STAGE-TO-SCREEN
● Concept: The additive series to the historic program pairs emerging playwrights with both theatre and film mentors. Theatre remains the center, but opens pathways to works that bridge stage and screen storytelling. The program may result in staged performances or public critiques. Its value is novel in that it offers theatrical and cinematic perspective.
● Marketing: The program is similar to a residency, with a targeted outreach strategy for early to mid-career playwrights. The mentorship will have key points of documentation that can be shared digitally. It may culminate in a public showcase.
● Why It Works: The revitalized program addition pays homage to CLT’s history and mission while evolving with its future. It’s novel in its approach and gives opportunity for interesting and buzz-worthy playwright and mentor pairings. It’s
a strong representation of the future of CLT given A24’s backing—forward-thinking, first of its kind, and experimental.
TONGUES REBORN: New Works After Dark
● Concept: Tongues Reborn aims to evolve one of CLT’s past core programming series to reflect its future and the cultural shift it’s forging. This iteration will expand beyond plays and standard readings to feature screenplays and experimental or hybrid works. At its core, the mission is the same—using CLT as the space where writers can hear and test their work on new audiences.
● Marketing: The series will be marketed as a recurring, standardized programming series. The goal is to build audience affinity to not only the program’s content, but the series as a whole. Announcements, promotion, and program details are standardized and predictable— consistency in signature series encourages repeat attendance.
● Why It Works: It honors the theatre’s past, while adapting to its future, and offers unexpected presentations of new works. Thematically, it bridges the gap between screen and stage.
STAGE LEFT, SCREEN RIGHT: Actors in Conversation
● Concept: Pairs screen and stage actors in conversation for a signature programming series. Programs are then recorded into a content series for TikTok to encourage digital engagement and global audience development while creating an intentional cross-promotion series for A24 & CLT.
● Marketing: Programs are timed and curated in relation to upcoming theatre productions and film releases of CLT and A24. They capitalize on the current cultural momentum while offering a fresh perspective. Off-the-cuff conversation between actors and their approach to their craft is at the heart of this series. It’s meant to feel intimate and illuminating, not polished or staged. This can be parlayed into a content series across social media as well.
● Why It Works: Audiences receive rare glimpses into acting as practice: there are content series; film festival programming; press tours. But recurring, live event programming specific to acting as craft is disparate, and audiences crave consistency of timing and place. A24 x CLT has the opportunity to carve out a distinct space in the programming landscape, giving audiences the opportunity to hear actors discuss their process and the intersection of stage and screen.