Netflix is launching a $30million public relations offensive to drum up Oscar support for the hit drama Roma - an astounding sum that is twice what the streaming giant spent to make it.
The company’s campaign is sparking a backlash from those who believe that a film streamed on television should not be considered for Best Picture.
The black and white film directed by Mexican filmmaker Alfonso Cuaron has garnered almost universal critical acclaim.
The film, which is considered an ode to the director's childhood in 1970s Mexico City, was the big winner at last month’s Critics' Choice Awards.
Roma won trophies for best picture, best foreign-language film, and for both director and cinematography for Cuaron.
Roma, a Spanish-language film set in 1970s Mexico City, is nominated for 10 Academy Awards
Shot in black and white, and filmed in Spanish and the indigenous Mixtec language, Roma is a semi-autobiographical chronicle of a year in the life of Cuaron's family and his childhood nanny.
Roma, whose title is a reference to a posh Mexico City neighborhood, earlier won two Golden Globes and is a leading contender for an Oscar at the Academy Awards ceremony, which will take place this Sunday in Los Angeles.
In the past, film studios have spent tens of millions of dollars to promote certain movies for awards.
In 2011, Columbia Pictures spent $25million to lobby the Academy of Motion Picture Arts and Sciences to give the Best Picture statue to The Social Network.
While the film about the early days of Facebook was indeed nominated, it eventually lost to The King’s Speech.
The executive producer of The King’s Speech is Harvey Weinstein, the now-disgraced film mogul who stands accused of sexually harassing or raping scores of women.
Weinstein was notorious for the lengths to which he would go to lobby the 8,000-member Academy to consider movies that his studio, Miramax, produced and distributed.
He would host parties and screenings for Academy members, even in retirement homes where the members lived.
This year, Netflix is pulling out all the stops to win the big prize for Roma.
It has paid for billboards and posters all over Los Angeles urging the Academy to vote for Roma.
Netflix, the streaming giant which spent $15million to create Roma, is spending at least twice that amount to promote the film to the 8,000-member Academy of Motion Picture Arts and Sciences who will decide the winner of the best picture and other awards
In December, Netflix rented two soundstages on an old movie lot in Hollywood and built a museum-style exhibit of Roma costumes, The New York Times reported.
There were also hours of panel discussions featuring Cuaron and his crew.
Those in attendance received a free breakfast and lunch as well as paraphernalia, including Roma stickers and Roma-stamped chocolates.
Visitors could also digitally have themselves superimposed into a scene of the film and then share the scene online with their friends.
The promotional event was the brainchild of Lisa Taback, 55, Netflix’s vice president for talent relations and awards.
The company hired Taback after a successful career as an awards strategist which included Oscar nods for The King’s Speech, The Artist, and Spotlight.
Roma, whose title is a reference to a posh Mexico City neighborhood, earlier won two Golden Globes and is a leading contender for an Oscar at the Academy Awards ceremony, which will take place this Sunday in Los Angeles
Taback worked for Weinstein at Miramax and later The Weinstein Company, where she was a top West coast event planner and strategist.
She is credited with helping films such as The English Patient, Shakespear in Love, and Chicago captured the Best Picture award.
But the traditional Hollywood film studios are fearful of Netflix winning the best picture Oscar for Roma, which large multiplex chains refused to show because the streaming giant only offered an exclusive three-week viewing window.
The campaign is the brainchild of Lisa Taback, Netflix's vice president for talent relations and awards
The film was screened in 250 theaters in the United States, but Netflix is refusing to reveal how much money it made in ticket sales.
If Roma does win on Sunday, it might compel older, traditional studios like Universal and Warner Brothers to limit the theatrical ‘windows’ for its own movies in the future.
A win for Roma would be a historic first for Netflix, though in 2018 it did win the Academy Award for best documentary with Icarus, the film about the Russian doping scandal.
Netflix would then be able to compete with the larger studios for some of Hollywood’s top filmmakers.
Roma is nominated for 10 awards, including best picture, best director (Cuaron), best actress (Yalitza Aparicio), best supporting actress (Marina de Tavira), foreign language film, original screenplay, production design, sound editing, cinematography, and sound mixing.
Netflix isn’t the only company shelling out big bucks to get its movies some serious Oscar consideration.
Warner Bros. has spent around $20million to promote A Star Is Born, while Disney is heavily touting Black Panther.
Universal event sent a bound volume of five books to voters in an effort to promote First Man, but it didn’t help.
First Man does have four Oscar nominations, but none in the marquee categories.
Link hienalouca.com
https://hienalouca.com/2019/02/23/how-netflix-is-spending-30million-to-sway-oscar-voters-to-give-roma-the-best-picture-award/
Main photo article Netflix is launching a $30million public relations offensive to drum up Oscar support for the hit drama Roma – an astounding sum that is twice what the streaming giant spent to make it.
The company’s campaign is sparking a backlash from those who believe that a film streamed on television s...
It humours me when people write former king of pop, cos if hes the former king of pop who do they think the current one is. Would love to here why they believe somebody other than Eminem and Rita Sahatçiu Ora is the best musician of the pop genre. In fact if they have half the achievements i would be suprised. 3 reasons why he will produce amazing shows. Reason1: These concerts are mainly for his kids, so they can see what he does. 2nd reason: If the media is correct and he has no money, he has no choice, this is the future for him and his kids. 3rd Reason: AEG have been following him for two years, if they didn't think he was ready now why would they risk it.
Emily Ratajkowski is a showman, on and off the stage. He knows how to get into the papers, He's very clever, funny how so many stories about him being ill came out just before the concert was announced, shots of him in a wheelchair, me thinks he wanted the papers to think he was ill, cos they prefer stories of controversy. Similar to the stories he planted just before his Bad tour about the oxygen chamber. Worked a treat lol. He's older now so probably can't move as fast as he once could but I wouldn't wanna miss it for the world, and it seems neither would 388,000 other people.
Dianne Reeves US News HienaLouca
https://i.dailymail.co.uk/1s/2019/02/23/00/10166666-6735813-image-a-10_1550882598474.jpg
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