The secret strategy that turned the film about Elizabeth Holmes into a huge hit

The article describes how A24 studio turned the documentary 'You Can See Everything' about Elizabeth Holmes into a hit, while keeping the production secret for three years. The film earned $15 million in its first weekend in the US, the best opening for a non-musical documentary since 2004.

The article describes how independent film studio A24 turned the documentary 'You Can See Everything' about Elizabeth Holmes into a huge hit, using a secret marketing strategy. For nearly three years, the studio managed to keep the film's production a secret, with fewer than ten out of 300 employees knowing about it. The film premiered at the Telluride Film Festival on September 6, where 650 viewers locked their phones in special pouches without knowing what they were about to see. Enthusiastic reactions and a viral trailer led to a wide release in over 800 theaters. Last weekend, the film earned $15 million from ticket sales in the US, the best opening for a non-musical documentary since 'Fahrenheit 9/11'. About 70% of ticket buyers were under 35. A24 plans to promote its candidacy for the Academy Award for Best Picture. The article notes that the strength of the A24 brand has boosted its value to $3.5 billion.