Is ‘Roma’ the Priciest Oscar Campaign in a Decade? Netflix Fights to Win Best Picture With Media Blitz

IndieWire | 1/16/2019 | Staff
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Although “Netflix” has launched serious Oscar campaigns in the past for titles like “Mudbound,” nothing compares to the stops the streaming giant has pulled out in its quest to make Alfonso Cuarón’s “Roma” not just its first Best Picture nominee, but also it’s first Best Picture winner. New reports from The New York Times and Fast Company detailing Netflix’s “Roma” Oscar campaign make it clear the company is holding nothing back, reportedly spending as much as $20 million or more on the campaign.

Per the Times’ carpetbagger Kyle Buchanan, “Hollywood is blanketed in billboards bearing [lead actress Yalitza] Aparicio’s face, ‘Roma’ events are thrown nearly round the clock, and many industry figures received a heavy $175 book about the film published by Assouline. Rival publicists estimate that Netflix is spending $10 million to $20 million on award-season promotion, though some put that figure even higher.”

Netflix - Awards - Campaign - Blitz - Roma

Netflix’s awards campaign blitz for “Roma” has included showering journalists and Hollywood Foreign Press Association members with promotional gifts prior to the Golden Globes, where “Roma” took home honors for Best Foreign Film and Best Director. The streaming giant sent voting members Oaxacan dark chocolates accompanied by a letter from Aparicio, plus the $175 coffee table book and an official “Roma” poster signed by Cuarón himself (via Fast Company). “Roma” events in Hollywood have been hosted by the likes of Angelina Jolie, Charlize Theron, and Diego Luna, among others. Netflix even ran a two-minute advertisement for “Roma” during a recent edition of “CBS...
(Excerpt) Read more at: IndieWire
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