In this fascinating episode of Planet Money, Alexi Horowitz-Ghazi and Matt Bellamy, along with others, dive into the fiercely competitive underbelly of the Academy Awards campaigns. It begins with a retrospective on how Miramax, then led by Harvey Weinstein, revolutionized Oscar campaigning in the 1990s—turning the race for cinema's most coveted statues into an all-out war of publicity and strategic moves that centered on not just the art of film, but the art of winning.
With the entrance of streaming services like Netflix into the fray, supported by eclectic insights from Tony Angelotti, the podcast examines how these entertainment behemoths are reshaping what an Oscar campaign looks like in the modern age. Meanwhile, the recent rise of smaller studios achieving Oscar glory marks a shift toward greater diversity and internationalization within the Academy. This celebration of global cinema, highlighted by the unprecedented success of films like "Parasite," speaks to a potentially more inclusive and far-reaching future for the film industry's pinnacle awards.
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Throughout the 1990s, Oscar campaigns transformed into more aggressive endeavors, particularly propelled by Miramax, under the guidance of Harvey Weinstein. Miramax's approach shifted the dynamic of the race, emphasizing the art of winning. One standout tactic was Daniel Day-Lewis’s involvement with a Congressional testimony associated with the Americans with Disabilities Act, which worked in favor of Miramax's film "My Left Foot." This was part of a broader strategy where the company purchased indie and foreign films, campaigned for Oscar nominations to enhance their marketability, and re-released them to theaters. The result was a significant boost in ticket sales and additional profits from various ancillary markets. Miramax’s success set a precedent, leading other studios to escalate their own Oscar campaign strategies, changing the landscape of the Academy Awards race into a more competitive and costly affair.
Streaming giants, especially Netflix, have taken the Oscars by storm, indicating a major paradigm shift in how the entertainment industry approaches premier awards. For instance, Netflix's campaign for "Roma" was one of the most intensive ever, with a rumored budget overshadowing the film's production cost. Netflix tackled the Oscars' theatrical requirement by purchasing theaters, which streamlined the qualification process. Further solidifying their hold on visibility, Netflix secured numerous billboards in strategic locations to appeal directly to Oscar voters. "Roma's" success with 10 Oscar nominations and triumphant wins in crucial categories demonstrates that streaming platforms can deliver quality cinema, fundamentally altering audience viewing habits. Additionally, tech companies like Amazon and Apple are embracing the Oscars as a platform to enrich their branding and attract talent, underlining the value placed on the awards as a means to elevate their brand's association with artistic excellence and to entice more customers to their platforms.
Smaller, independent studios are finding renewed success at the Oscars, a phenomenon partially credited to the increasing diversity and internationalization of Academy members. Facing criticism for its uniform membership, the Academy greatly expanded its ranks with members who are more diverse and encompass broader international perspectives. This shift has altered voting trends, favoring independent films and foreign cinema. The international contingent now represents approximately a quarter of the Academy, advocating for a more global appreciation of film artistry. This trend reached a new apex when "Parasite," a South Korean film, won Best Picture in 2020, the first non-English language film to do so, showcasing the Academy's progressive inclinations and acknowledgment of international cinema.
1-Page Summary
The Oscar campaigns of the 1990s underwent a transformation towards being more aggressive and competitively communicated, a shift driven by Miramax and co-founder Harvey Weinstein's pioneering tactics.
Tony Angelotti, who experienced the evolution of Oscar campaigns firsthand, watched as they grew in intensity from the 1980s into the more aggressive 1990s. It was during this time that Bob and Harvey Weinstein at Miramax distinguished themselves by adopting innovative approaches to the Oscar race.
By the early '90s, Harvey Weinstein was notably implementing aggressive campaign tactics and stunts to draw attention. An example of such a tactic was having Daniel Day-Lewis, star of "My Left Foot," testify in Congress about the Americans with Disabilities Act, which garnered headlines and curried favor with Academy voters.
Matt Bellamy, an entertainment journalist, remarked on how Miramax transformed Oscar campaigning into a highly competitive endeavor, with a sharp focus on winning.
Miramax's business strategy relied on buying and distributing indie and foreign films that struggled at the box office initially. The strategy was to then launch aggressive campaigns for Oscar nominations to increase the films' marketability and drive ticket sales, defying the conventional wisdom of the era.
Academy Awards played a strategic role at Miramax; the company leveraged the prestige that came from win ...
The rise of aggressive Oscar campaigns in the 1990s
Streaming companies are emerging as major contenders in the Oscars race, representing a tidal shift in the entertainment industry.
Netflix has made a particularly strong campaign effort, especially for Alfonso Cuaron’s "Roma."
For "Roma," Netflix conducted one of the most extensive and visible Oscars campaigns in history, estimated at $30-40 million, which surpassed the film's production budget. Due to the Oscars' requirements for films to be shown theatrically in New York and Los Angeles, Netflix purchased its own theaters to simplify the qualification process for its releases. In addition to owning movie theaters, Netflix also notably bought out most of the billboards along the Sunset Strip in Los Angeles to ensure visibility among Academy voters. "Roma" ultimately received 10 Oscar nominations and won for Best Foreign Language Film and Best Director, signaling that subscribers could access high-caliber cinema without going to traditional theaters.
Tech companies like Amazon and Apple are also investing heavily in ...
Streaming services enter the Oscars race
Independent film studios like A24 and Neon have recently found success at the Oscars, which can be attributed to the changing demographics of the Academy members. After facing criticism for a lack of diversity in 2015, the Academy has invited several thousand new members. These new recruits are not only younger but also come from more diverse and international backgrounds.
The influx of new Academy members from outside the traditional Hollywood circle has shifted the voting pattern in favor of smaller, independent movies and foreign films. Now, about a quarter of the Academy's members are based outside the United States, marking a significant transformation.
This increased international presence wi ...
Smaller studios finding recent Oscar success
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