Netflix’s Oscar Campaign for ‘Roma’ Could Be the Most Expensive in a Decade

/Film | 1/16/2019 | Hoai-Tran Bui
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Netflix is going for the gold statuette by dropping the equivalent of half a metric ton of gold on its Roma Oscar campaign. The streaming giant is reportedly spending upwards of $20 million on wooing awards body voters for Alfonso Cuaron‘s masterpiece, making it the most expensive campaign in nearly a decade.

Not since Columbia Pictures dropped an alleged $25 million on the awards campaign for David Fincher’s The Social Network in 2009 have awards body voters been showered with so many perks, or Los Angeles inundated with so many black-and-white billboards. Netflix is pulling out all the stops for its awards campaign for Roma, currently the streaming giant’s best shot at winning its first Best Picture Oscar statuette.

Reports - New - York - Times - Fast

According to new reports from The New York Times and Fast Company, Netflix is pouring its (seemingly endless) supply of resources into securing Roma a Best Picture nomination — and potentially a win — at the Oscars, spending as much as $20 million or more on the campaign. Heavyweight awards strategist Lisa Taback is running the Roma Oscar campaign, and is reportedly “leaving no stone unturned.”

The Times’ carpetbagger Kyle Buchanan describes the campaign, which extends from the usual collection of expensive gifts, to billboards and Roma events thrown 24/7:

Hollywood - Billboards - Actress - Yalitza - Aparicio

“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.”

The Fast Company went into detail about the efforts Netflix went into just for The Golden Globes, where...
(Excerpt) Read more at: /Film
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