Should A24 Be Worried About The Drama’s Plot-Twist Drama?

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Warning: Major spoilers for The Drama to follow.

Before a screening of A24’s new film, The Drama, attendees were given a polite request, styled like wedding instructions, not to share a key, shocking moment from the movie. The card asked everyone to keep the plot a secret until after the film’s release, much like asking guests to refrain from taking photos during a wedding ceremony.

It’s almost ironic that, just days before the release of the new Robert Pattinson and Zendaya movie, a major plot twist has already been widely revealed in the press. This spoiler has become a central topic of conversation, and is even starting to overshadow the film’s stars, who would normally be the biggest draw.

Okay, so here’s the thing that’s causing a lot of discussion around the new movie, The Drama. About 25 minutes in, there’s this scene where the characters are playing a game and sharing their biggest regrets. Zendaya’s character reveals that she actually brought a rifle to school with the intention of shooting her classmates when she was in high school, but thankfully didn’t go through with it. It’s a pretty shocking moment, and it’s really upset some people. I read that the father of a student who died in the Columbine shooting spoke out, saying he was disgusted by the storyline. He feels like it makes mass shooters seem more human and, unfortunately, normalizes these terrible events. It’s become a huge story, with headlines all over the world about the controversy.

A24, known for pushing boundaries with films like Climax, Hereditary, and The Witch, recently faced a series of controversies. These weren’t major public outcries, but a couple of issues related to artificial intelligence. First, they used AI-generated images in posters for the film Civil War. Then, the film The Brutalist used AI to improve the accents of its actors. More recently, casting choices for the upcoming film Deep Cuts sparked criticism, with actress Odessa A’zion leaving the project after being accused of whitewashing. She was replaced by Ariela Barer. Also in January, reports surfaced about a troubling incident during the filming of the 2017 film Good Time, involving directors Bennie and Josh Safdie and a young, non-professional actress. This incident potentially hurt the Oscar chances of an actor in a later film directed by Josh Safdie, Marty Supreme. However, because the incident occurred several years after Good Time was released, it didn’t lead to widespread criticism of A24 itself.

Now, the big question is whether the recent controversies surrounding the movie The Drama will discourage people from seeing it in theaters. Stephen Galloway, dean of Chapman University’s film school and a former editor at The Hollywood Reporter, explains that audiences generally overlook controversy if they enjoy the film and it receives positive word-of-mouth. However, no studio wants outside issues to dominate the conversation. The goal of marketing is to control the message, and when something unexpected and negative grabs attention, it’s risky for any film. It can easily overshadow the movie’s intended message and do damage.

Experts predict that the new film The Drama will earn between $12 million and $15 million during its first weekend in North American theaters this Easter. Considering its $28 million production cost, this would be a good result – similar to the opening weekend of A24’s Materialists ($11.3 million), which ultimately earned $107.9 million worldwide. The Drama is also receiving positive reviews, with a score of 85% on Rotten Tomatoes, and many critics are praising the director’s bold approach and the film’s thought-provoking themes that reflect current cultural issues.

Despite A24’s dedicated online fans, strong ticket sales aren’t a sure thing. These fans – the ones who buy A24 merchandise like candles and even card games – are likely already aware of the negative reactions surrounding the new film. They’ve probably also had time to learn about the central conflict – the upset caused by a character’s prenuptial agreement reveal – without even seeing the movie. This buzz, and potential spoilers, could ultimately hurt the film’s financial performance. As one expert notes, we live in a time where even small issues can quickly become major controversies. It’s not just social media; people seem to be actively looking for things to be upset about more than ever before.

According to movie marketing professionals, industry experts, and studio leaders interviewed by Vulture, Zendaya’s star power could significantly offset any negative attention. With roles in two major blockbuster franchises – the recent Spider-Man films and Dune – a groundbreaking TV series (Euphoria, returning to HBO Max on April 13th), and endorsements from brands like Bulgari, Rolex, and Lancôme, the 27-year-old actress from Oakland, California, has a flawless reputation and is a true icon for her generation. Her recent film, Challengers, a lower-budget, critically-focused tennis drama, opened to $15 million in 3,700 theaters, proving her draw. The idea is that Zendaya’s strong popularity with Gen Z and millennial audiences can help overcome any negative reactions to the film.

According to an executive at another studio, when it comes to promoting movies, there’s a distinction between a minor problem and a serious danger. They see the recent controversy as a PR issue – a temporary setback – rather than something that will truly harm the film’s success. They believe A24’s target audience, who appreciate sophisticated content, is more interested in Zendaya’s involvement and the film itself than in the plot-related concerns. Ultimately, they don’t think the controversy will stop people from seeing the movie.

Considering how audience feedback immediately after a movie—like exit polls—impacts word-of-mouth, which is crucial for a film’s success, the executive explained: “If The Drama opens and receives a low score—let’s say a C- from CinemaScore—it could negatively affect how well it performs over time.”

A24 had a wild 2024 and 2025, to say the least. After securing more funding, the studio is now valued at a hefty $3.5 billion – a clear sign Wall Street is noticing their shift from smaller, indie films towards bigger, more mainstream projects. And 2025? It was defined by the massive success of Marty Supreme, which blew past Everything Everywhere All at Once to become their highest-grossing film ever with $179.3 million worldwide. But it wasn’t all sunshine and roses. They also had some expensive failures. Ari Aster’s pandemic drama, Eddington, didn’t quite land, and the Dwayne Johnson awards-bait film, The Smashing Machine, was a real miss. Even a visually striking Iraq War film, Warfare, underperformed. While international sales and their HBO Max deal helped, a flop starring big names like Zendaya and Robert Pattinson is exactly the kind of problem this New York studio could have done without. Interestingly, Aster, who also produces, seemed pretty unfazed by the negative reaction to another project, simply stating, “Whatever.” It’s a risky strategy, this move towards blockbusters, and 2025 showed us both the potential rewards and the very real dangers.

A24 doesn’t seem to be doing anything to address the negative reaction to the film, but according to a source within the studio, this was intentional. From the beginning, executives knew the movie would spark difficult conversations and specifically hired director Borgli – known for unsettling films like Dream Scenario and Sick of Myself – because of his ability to create such a response. The marketing campaign was also designed to build intense curiosity around a shocking revelation made by Zendaya’s character that threatens a wedding and relationship. However, A24 was surprised by the strong reaction following the premiere at the DGA Theater in Los Angeles, particularly the coverage in TMZ and on social media. One marketing expert believes the studio’s PR team isn’t prepared to handle this level of controversy or negative feedback. A24 declined to comment on the situation.

The news coverage likely won’t be positive, but it’s hard to say for sure,” the marketer added. “Keep in mind that kids are often drawn to things their parents disapprove of. So, even though controversy can be risky, it can also be effective.”

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2026-04-02 20:55