The Academy Awards, commonly known as the Oscars, have long been the pinnacle of achievement in the film industry. Over the decades, the way movies and studios campaign for these awards has evolved dramatically. From the early days of Hollywood’s studio-controlled promotion strategies to the modern digital age of social media and influencer marketing, Oscar marketing has undergone a significant transformation. This blog explores the golden age of Oscar marketing, the impact of digital disruption, and the evolving strategies behind modern Oscar campaigns.
The first-ever Academy Awards in 1929 was an intimate event, a private dinner attended by 270 guests. Winners were announced in advance, eliminating the need for extensive marketing or anticipation. However, as Hollywood grew into a cultural powerhouse, so did the significance of the Oscars. During the 1930s and 1940s, the studio system dominated the industry, allowing film companies to exert direct control over the promotion of their movies, actors, and directors. In 1953, the first televised Oscars broadcast reached 43 million viewers, instantly elevating the ceremony’s prestige.
As television expanded its influence, the Oscars became more than just an awards show. The red carpet evolved into a showcase of high fashion, with designers and brands leveraging celebrity endorsements to gain visibility. The event became a cultural spectacle, influencing fashion trends, shaping celebrity culture, and reinforcing industry hierarchies. The glamour of the Oscars was no longer confined to the awards themselves—it extended to the pageantry surrounding the event.
With the rise of television, the 1960s to the 1990s saw a shift in Oscar marketing strategies. As the film industry diversified, competition for awards became fiercer, prompting studios to refine their promotional efforts. The introduction of color television in 1969 heightened audience engagement, making the spectacle even more visually compelling. Meanwhile, film criticism gained prominence, with industry screenings and “For Your Consideration” advertisements in major publications such as Variety and The Hollywood Reporter becoming common tools in the Oscar race.
One of the most notorious shifts in Oscar marketing came in the 1990s, when aggressive campaigning took center stage. Harvey Weinstein’s campaign for Shakespeare in Love in 1998 remains one of the most infamous examples of strategic Oscar lobbying. Miramax spent over $15 million on an extensive campaign, including targeted advertising, exclusive screenings, and direct lobbying of Academy members. The result was a shocking Best Picture win over Saving Private Ryan, a victory that demonstrated just how much marketing could sway Oscar outcomes. This aggressive approach ultimately led to changes in Academy voting policies to curb excessive influence from studios and marketers.
In the early 2000s, the Oscars still commanded high ratings, but a noticeable decline in viewership began to emerge in the following decade. In 2000, the ceremony drew 46.3 million viewers, with Gladiator winning Best Picture. Four years later, The Lord of the Rings: The Return of the King helped maintain strong ratings at 43.5 million viewers. By 2014, numbers remained steady at 43.7 million when 12 Years a Slave took home the top prize. However, by 2018, viewership had plummeted to 26.5 million, and in 2021, the Oscars hit an all-time low of 10.4 million viewers during the pandemic-era broadcast of Nomadland. The 2023 ceremony saw a slight rebound to 18.7 million viewers with Everything Everywhere All at Once, but the downward trend has become undeniable. Over the span of two decades, the Oscars lost more than half of its audience, signaling a fundamental shift in how people engage with entertainment.
Several factors have contributed to this decline. The rise of streaming services and the changing habits of younger audiences have made a three-hour-plus live awards show feel outdated. With platforms like Netflix, TikTok, and YouTube offering instant, on-demand content, many viewers prefer consuming highlights rather than sitting through an entire ceremony. The lack of mainstream appeal among nominated films has also played a role. In recent years, Oscar contenders have skewed toward indie or arthouse productions rather than major box office hits. A stark contrast emerged in 2022 when Everything Everywhere All at Once, a critically acclaimed indie film with a $140 million worldwide gross, dominated awards season, while Top Gun: Maverick, which earned $1.5 billion at the box office, was relegated to a secondary role in the competition.
Controversies have further complicated the Oscars’ struggle to retain audiences. The #OscarsSoWhite movement in 2015 and 2016 sparked industry-wide discussions on diversity and representation, leading to significant reforms in the Academy’s membership policies. The 2022 ceremony became infamous for Will Smith’s on-stage slap, a moment that briefly boosted real-time viewership but overshadowed the winners of the night. Increasingly, audiences have voiced frustrations over political speeches taking precedence over the celebration of cinema, with some feeling that the event has become more of a platform for activism than an entertainment spectacle. The decline of appointment television has also hurt the Oscars, as audiences now rely on social media for instant updates, eliminating the need to tune in live.
In response to these challenges, the Academy has implemented several initiatives to modernize the ceremony. Expanding membership to include more diverse and international voices has been a major focus since 2016, with over 2,000 new members added. The Academy has experimented with new categories, though the proposed “Popular Film” category in 2018 was quickly abandoned after backlash. Efforts to integrate social media have become more aggressive, with real-time engagement on platforms like TikTok, Twitter, and YouTube. In 2023, an Oscars TikTok campaign reached over 100 million views. Additionally, shortening the runtime and exploring streaming options, such as deals with Hulu, Netflix, or Disney+, are being considered to adapt to changing viewer preferences. The inclusion of more blockbuster nominees, such as Black Panther and Top Gun: Maverick, has also been an attempt to broaden the appeal of the ceremony.
Oscar campaigns have become an intricate and highly strategic process, often requiring millions of dollars in advertising. The traditional “For Your Consideration” ads, once limited to print media, have expanded into digital billboards, targeted social media campaigns, and YouTube spots. Studios organize exclusive screenings and events, including voter Q&As, private dinners, and strategic festival circuit premieres at Venice, TIFF, and Sundance to build momentum. Word-of-mouth and critical acclaim remain essential, as major critics’ awards can significantly influence a film’s Oscar chances.
Some of the most notable Oscar campaigns have employed innovative tactics. The Social Network in 2010 leveraged sleek, tech-inspired messaging to emphasize its cultural relevance. Birdman in 2014 adopted cryptic, surreal advertising to match the film’s experimental nature. Three Billboards Outside Ebbing, Missouri in 2017 mimicked its film’s narrative by placing real-life billboards in key Academy voter areas. Netflix’s campaign for Roma in 2018 took a digital-heavy approach, including immersive VR experiences. Meanwhile, A24’s grassroots strategy for Everything Everywhere All at Once in 2022 leaned into fan-driven memes and viral social media moments to generate organic buzz.
Political activism has long been a part of the Oscars, with acceptance speeches often serving as a platform for social issues. Marlon Brando famously refused his 1973 Oscar in protest of Hollywood’s portrayal of Native Americans. Patricia Arquette’s 2015 speech highlighted gender pay equality, while Joaquin Phoenix used his 2020 win to discuss climate change and animal rights. In response to calls for greater diversity, the Academy has introduced new eligibility standards for Best Picture starting in 2024 and expanded the number of Best Picture nominees to include a wider range of films.
While some viewers appreciate the Oscars’ commitment to addressing social issues, others feel that the increasing politicization of the ceremony detracts from the celebration of cinema. The Academy faces the challenge of maintaining cultural relevance while ensuring broad audience appeal. Whether through strategic programming, modernization efforts, or a renewed focus on the magic of movies, the Oscars must continue evolving to stay at the center of the film industry’s most prestigious conversation.
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