Lunchbox acquires theatrical rights to A24's 'Club Kid' in the Philippines

Independent entertainment marketing agency Lunchbox has acquired the Philippine theatrical distribution rights to A24’s Club Kid, marking its solo debut in film distribution as it expands beyond marketing into bringing films to local cinemas.

The Manila-based agency plans to release the queer comedy-drama in Philippine cinemas in November, following its Cannes premiere and subsequent screening at the Telluride Film Festival.

Written and directed by American comedian Jordan Firstman in his feature directorial debut, Club Kid is set in New York City’s club scene. Firstman stars as a gay party promoter in his 30s whose lifestyle takes an unexpected turn when his 10-year-old son, whom he never knew existed, arrives at his doorstep.

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The film premiered in the Un Certain Regard section of the Cannes Film Festival, where it received a six-minute standing ovation, according to Lunchbox.

For Lunchbox founder Carl Chavez, the acquisition reflects the agency’s ambition to champion stories that resonate with Filipino audiences, regardless of where they originate.

“Even if it’s a foreign film, it can still find a home here in the Philippines,” he said. “It’s about the importance of families in whichever form it may be - stories I think we Filipinos relate to in general.”

“True to Lunchbox’s core, we really try to champion stories that hit close to home,” added Chavez, who has led the agency’s marketing campaigns for Filipino films including Filipiñana, Some Nights I Feel Like Walking, Sunshine and The Loved One.

The acquisition marks a new chapter for Lunchbox, which previously handled local marketing for A24 titles Priscilla and The Smashing Machine. It also follows the agency’s involvement in the distribution of Antoinette Jadaone’s Berlinale-winning sports drama Sunshine, where it worked in a supporting capacity.

Taking a calculated risk

Chavez said the decision to acquire Club Kid was driven by the film’s alignment with the agency’s vision, prompting him to approach A24 about the opportunity.

For the independent agency, taking on distribution represents a significant financial commitment. However, Chavez sees the move as an opportunity to combine Lunchbox’s marketing expertise with the commercial challenges of bringing a film to audiences.

“It’s a big investment for us since we’re a small company. For big companies, it’s probably loose change, but for an independent boutique agency, it’s a big gamble,” he noted. “But I like taking risks. We will make this one count.”

Beyond the release itself, Lunchbox hopes the experience will help it develop a distribution approach that can also be applied to Filipino films.

“I know this is a foreign film, but it’s also a test for Filipino audiences. The dream is when we crack something out of it, we could apply that to Filipino films in general,” Chavez said.

The agency plans to bring its signature gritty and immersive campaign style to the film’s Philippine release, with an emphasis on creating an audience experience beyond conventional film marketing.

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