“Hollywood is the most gossipy industry in the world. So the fact that they kept it so secret, even within their own company, was extraordinary. And at first, it was kind of necessary for them as they figured out what this film was going to be. And then as it got closer to completion, A24 kind of realized that the secrecy would actually be a really effective marketing tool.”
The Journal. · October 2026
Context
On A24's documentary You Can See Everything, which was in production for three years while fewer than 10 of the studio's roughly 300 staff knew it existed. A24 didn't announce it until it texted the Telluride Film Festival's director that it had "something of note."
Transcript
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I want to start by talking about how this movie, You Can See Everything, was so top secret for a while. How secret was it? And can you tell me the story of how it came to light for the first time?
The existence of this film, all through production, which was three years, was barely known to anybody outside of the tiny crew and fewer than 10 people who work at A24. And there are something like 300 people who work there. So that's really remarkable. I mean, Hollywood is the most gossipy industry in the world. So the fact that they kept it so secret, even within their own company, was extraordinary. And at first, it was part of the project. It was like kind of necessary for them as they figured out what this film was going to be. And then as it got closer to completion, A24 kind of realized that the secrecy would actually be a really effective marketing tool. So they didn't even announce it was coming until literally the first step was in June. An executive at A24 texted the director of the Telluride Film Festival and just told her, and we actually have seen the text, all this text said was, have something of note to talk to you about.
The director of the Telluride Film Festival agreed to show the movie without revealing what it was.
And so then in early September, a month and a half before the film came out, like about 650 people went into a theater. They all had to lock their phones in a yonder pouch.
And did any of the people that went to this premiere, this 650 people, did they know what they were about to see?
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