Netflix and Apple TV+ are in a tight race for the best picture Oscar. Here’s an inside look at Netflix’s massive awards campaign machine.

  • Netflix’s “Energy of the Canine” and Apple TV+’s “CODA” are in a lifeless warmth, Oscar pundits say, for finest image.
  • Forward of the Academy Awards, Insider took a deep dive into Netflix’s 40-person awards marketing campaign operation.

If most Hollywood prognosticators are to be believed, “The Energy of the Canine” and “CODA” are in a lifeless warmth to win finest image on the Oscars on Sunday.

Each movies are distributed by streaming companies with large affect — “CODA” from Apple TV+, the studio unit of the iPhone maker, and “Energy of the Canine” from Netflix, which boasts over 220 million subscribers around the globe. Whereas Apple is the larger beast by market cap, it is Netflix that has, within the final decade, established a strong grip on the leisure business, disrupting the best way legacy studios do enterprise at each stage and steadily dominating the Emmy and Oscar nominations.

However one large prize has eluded Netflix, or any streamer, for the matter: an Academy Award for finest image. The streamer got here shut with 2018’s “Roma,” spending an estimated $30 million to market and marketing campaign for Alfonso Cuarón’s sweeping household drama.

Forward of Sunday’s Oscar telecast — airing at 8 p.m. Jap on ABC — Insider took a deep dive into Netflix’s awards marketing campaign operation. Led by powerhouse awards strategist Lisa Taback, who joined the corporate 4 years in the past, its full-time in-house awards workforce that promotes initiatives for Oscars, Emmys, and different awards has grown 40 individuals robust, and Netflix has purchased total billboards alongside a stretch of Sundown Boulevard and in different outstanding places in Los Angeles.

Within the period previous Taback’s arrival on the firm, Netflix had accrued seven Oscar nominations. Since then, it has amassed 116, together with 27 nods this yr alone — greater than another studio.

Learn extra about Netflix’s 40-person awards workforce and the streamer’s quest for its first Academy Award for finest image

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