The Oscars are often seen as the pinnacle of artistic achievement in the film industry, but behind the glamour lies a world of politics, strategy, and calculated moves. For Anora, a film with hollow performances and a lackluster story, its unprecedented 5-Oscar win wasn’t a result of cinematic excellence—it was the product of a meticulously orchestrated, $18 million awards campaign. This figure, three times the film’s production budget, highlights the undeniable influence of aggressive marketing and strategic campaigning in Hollywood’s biggest night.
The Politics of the Oscars
While the Oscars are positioned as a celebration of the best in film, they are just as much about influence and perception. Winning an Academy Award isn’t solely about what happens on-screen—it’s about the narrative crafted off-screen. Studios spend millions to ensure their films get noticed by the right people, but this time it was an indie film that stole the spotlight, and Anora is a perfect example of how strategic campaigning can overshadow artistic merit.
In Anora’s case, the acting was hollow, and the story failed to leave a lasting impact. Critics largely agreed that the film didn’t offer groundbreaking cinematic value. Yet, the film managed to dominate the awards season because of its relentless campaign, proving that Oscars success isn’t always about quality—it’s about visibility, influence, and timing.
How Anora’s $18M Campaign Worked
1. Targeted Screenings for Academy Members
The campaign for Anora focused heavily on securing visibility among Academy voters. Private screenings were held in intimate, exclusive settings, giving voters a sense of importance and connection to the film. These events were accompanied by Q&A sessions with the director and producers, who highlighted the “challenges” faced during the production of Anora.
This tactic is common in Oscar campaigning, as it creates personal engagement with voters. By emphasizing the “effort” and “dedication” behind the film, rather than the quality of the final product, Anora’s team successfully shifted the conversation away from its flaws.
2. A Compelling Behind-the-Scenes Narrative
One of the most powerful tools in Anora’s campaign was the story it told about its own making. They crafted a narrative focusing on the production’s supposed hardships and the filmmakers’ bold risks. Even though the film itself wasn’t exceptional, the campaign painted it as a labor of love, an underdog that overcame obstacles to make it to the screen.
The campaign also leaned heavily on diversity milestones, even if the film’s execution of those themes was superficial. By framing Anora as a culturally significant and socially aware project, they tapped into a powerful trend in Oscar voting—rewarding films that appear to align with progressive values, regardless of whether those themes are genuinely explored on-screen.
3. Ad Buys and Media Saturation
Spending $18 million on a campaign means dominating the media landscape, and Anora’s team did just that. High-profile ads in trade publications like Variety and The Hollywood Reporter ensured the film stayed in the minds of voters. Social media campaigns generated buzz, while talk show appearances by the cast and crew amplified its presence. Even though the performances were hollow and the story was weak, the constant exposure made Anora impossible to ignore.
4. Leveraging Personal Connections
Hollywood is a small world, and personal relationships matter. The team behind Anora reportedly leveraged their connections with Academy voters to build goodwill for the film. Studios often employ consultants and strategists who know how to navigate the Academy’s inner circles, and Anora clearly benefited from this insider knowledge.
Why Strategic Campaigning Won Over Artistic Merit
At its core, Anora’s success highlights an uncomfortable truth: the Oscars are as much about perception as they are about excellence. By spending $18 million—an astronomical figure compared to the film’s modest budget—the studio behind Anora ensured that it remained in the spotlight throughout awards season.
Voters were bombarded with a carefully curated narrative about the film’s significance, its “courageous” production, and its “timely” themes. This narrative was powerful enough to overshadow the film’s hollow acting and weak storytelling.
Anora’s campaign also benefited from the Academy’s susceptibility to social and cultural trends. In recent years, voters have shown a preference for films that appear to align with progressive ideals or tackle important social issues. Even if Anora didn’t execute these themes well, its campaign successfully framed the film as relevant and meaningful.
Is This the Future of the Oscars?
The success of Anora raises important questions about the role of campaigning in the Oscars. The fact that a film with mediocre performances and storytelling can win 5 awards simply due to a strong campaign suggests that the Oscars are becoming less about artistry and more about strategy.
While there’s nothing inherently wrong with marketing a film, the sheer scale of Anora’s campaign—and its ability to overshadow better films—underscores how much the Oscars have become a game of influence. For audiences and filmmakers alike, it’s a reminder that the golden statue doesn’t always go to the most deserving—it often goes to the most visible.
