From T-shirts to thongs, how indie film merchandise became a hot commodity
LA TimesVan Tillian, left, and Kapri Matlock hold up T-shirts they got at a pop-up merchandise event for the movie “Anora” earlier this month in Los Angeles. On a recent Saturday afternoon, hundreds of “Anora” fans lined up for hours on Los Angeles’ Melrose Avenue, hoping to snag exclusive merchandise inspired by Sean Baker’s latest film about a stripper who marries the son of a Russian oligarch. “Merch is the second-best option of saying like, ‘I do love movies and this is the way to express that.’ ” T-shirts are by far the most common form of merch, be it for Neon’s Oscar-winning “Parasite” or, more recently, A24’s “We Live in Time,” with the infamous carousel horse emblazoned across the front. Ross recounted two serendipitous moments in the company’s history: One was watching Pete Davidson wearing a “Good Time” T-shirt on “The Tonight Show With Jimmy Fallon” in 2018. The other was knowing, after just seeing the trailer, that Online Ceramics had to make “Hereditary” T-shirts — with or without A24’s permission.
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