A24 Expands into Live Events, Theater, and Dining in New York

A24, the indie film and TV studio behind hits like 'Everything Everywhere All at Once' and 'Euphoria', has purchased and overhauled the historic Cherry Lane Theatre in the West Village, opening a 45-seat restaurant called Wild Cherry inside. The theater, bought for over $10 million in 2023 and reopened in 2025, now hosts plays, concerts, and events. Wild Cherry, run by chefs Lee Hanson and Riad Nasr, has become one of the toughest reservations in the city. A24 also operates a merchandise installation at Barnes & Noble Union Square and has hosted pop-ups for films like 'Marty Supreme' and 'The Smashing Machine'. The studio, valued at $3.5 billion, is financed by Thrive Capital and Guggenheim Partners. It aims to build deeper cultural engagement with its young fan base while expanding into live events, music, books, and lifestyle. The company faces the challenge of maintaining its cool image as it grows, with recent blockbusters like 'Marty Supreme' grossing over $200 million worldwide.