A24 Secret Documentary on Elizabeth Holmes Grosses $15 Million in US Debut
A24's secretive documentary about Elizabeth Holmes, 'You Can See Everything,' grossed $15 million in its US opening weekend, setting records and fueling Oscar ambitions.
For nearly three years, New York-based independent studio A24 managed to keep the production of a genre-blurring documentary about Elizabeth Holmes under wraps. Out of 300 employees, fewer than ten knew about the project. The film, titled "You Can See Everything," was kept secret to allow directors Nathan Fielder and Lance Oppenheim to work without interference in an industry where leaks are routine.
Strategic Secrecy and Festival Debut
Executives soon realized that the secrecy surrounding the documentary could become its most powerful marketing tool. In June, a senior A24 executive contacted the director of the Telluride Film Festival, pitching an undisclosed project. On September 6, 650 viewers filled a theater, locking their phones in Yondr pouches without knowing what they were about to watch. The gamble paid off as enthusiastic reactions spread rapidly, leading to a viral trailer launch and strong ticket sales.
Box Office Success and Oscar Ambitions
Last weekend, the film grossed $15 million at the US box office, marking the most successful opening for a non-music documentary since Michael Moore's "Fahrenheit 9/11" in 2004. Around 70% of ticket buyers were under 35. A24 now plans to campaign for a Best Picture Oscar nomination, which could make it the first documentary in Academy Awards history to contend for the top prize. Despite economic realities that see some studio projects underperform, A24's robust brand identity and valuation of $3.5 billion continue to drive its independent expansion.
