HOW A24 MADE ‘YOU CAN SEE EVERYTHING' A MUST-SEE FILM

Summary from the TLDR Marketing newsletter

A24 had just 40 days to market its Elizabeth Holmes documentary, despite audiences already knowing the Theranos story from TV dramas and years of trial coverage. The campaign used cryptic teasers and provocative posters to make this version feel fresh. It built intrigue without spoiling the film's biggest surprises or making Holmes look like she was staging a comeback.