How A24’s ‘The Drama’ Is Rewriting The Rules Of Movie Marketing

Forbes Business

by Olivia Shalhoup, Contributor

February 24, 2026

AI-Generated Deep Dive Summary

A24’s upcoming film *The Drama*, starring Zendaya and Robert Pattinson, is set to redefine movie marketing with its innovative approach. The campaign has created an alternate reality, blending storytelling with real-world elements to build hype and engagement. By crafting a complex narrative world that exists outside the movie itself, A24 is challenging traditional marketing tactics and setting new standards for audience interaction. The alternate reality campaign, or ARG (Alternate Reality Game), involves creating a fictional universe tied to the film’s plot. This includes hidden clues, puzzles, and real-world events that fans can participate in. For example, cryptic posters, mysterious websites, and interactive social media challenges have been released to hint at the film’s themes and characters. The goal is to immerse audiences in the story even before they watch it, fostering a sense of discovery and community. This strategy not only builds anticipation but also positions *The Drama* as a cultural phenomenon. By engaging fans on multiple levels—through storytelling, mystery, and interactivity—the campaign has generated significant buzz across social media and entertainment platforms. This level of creativity is rare in the film industry and signals a shift toward more immersive and interactive marketing. For businesses and marketers, A24’s approach highlights the importance of innovation in

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Originally published on Forbes Business on 2/24/2026