Box office results for 2024 have been mixed so far, but two leading distributors outside the studio network continue to achieve milestones.

Neon horror film “Longlegs” opened to $22 million this past weekend, the distributor’s best wide opening yet after “Immaculate” in March and “Ferrari” last December. A24 reached the same milestone three months ago with “Civil War.”

The record openings achieved by both distributors were largely the result of intensive marketing campaigns that paid off.

However, their general strategies differ greatly.