Anora
’s success at the Academy Awards was a defining moment in modern cinema. It stood out as a film that captured the imagination of audiences and critics alike, earning praise for its artistic vision and storytelling finesse. With a profound narrative and a strong emotional core, it carved its own space among the year’s most celebrated works. Every element, from its direction to its performances, contributed to a film that left an indelible mark on the industry, culminating in a well-earned Best Picture win.
Much like Bong Joon-ho’s Parasite
, Anora
did not just ride the wave of acclaim, it sailed to Oscar glory with the help of a well-funded, meticulously crafted campaign.
Anora followed Parasite’s playbook and struck Oscar gold
Neon Chief Executive Officer Tom Quinn told Variety that the company spent $18 million on Anora
’s marketing campaign
, defending the decision by stating that Neon does not believe in “pandering to the campaign”
but instead prioritizes “the film, filmmaker and audience.”
The strategy was anything but traditional. Rather than relying on industry screenings and glossy ads, Neon set up a pop-up merchandise sale outside a Los Angeles auto body shop, where 300 fans gathered before the truck even arrived.
Neon is going all out for Anora. They bought the main billboards for AMC Burbank. That’s huge! pic.twitter.com/IrVvEgltRz
— AMC_Vagrant (@amc_vagrant) September 24, 2024
The strategy delivered undeniable results. With just 60 employees, Neon secured its second Best Picture win in five years, something neither Disney nor Netflix could manage. The company spent three times Anora
’s budget on its Oscar push, yet slightly less than the $20 million invested in Parasite
. Once again, Neon proved that when it comes to winning gold, unconventional strategies can be just as powerful as prestige.
Anora
is not the first to borrow from Parasite
’s playbook, its winning formula has helped many others claim Oscar gold.
Parasite opened the Oscar floodgates for indie underdogs
When Parasite
claimed Best Picture, it did more than make history for South Korean cinema. Bong Joon-ho’s razor-sharp social satire and genre fusion shattered the belief that indie and international films could not triumph at the Oscars. The win set a new precedent. Since then, films like Anora
have followed its lead, using bold storytelling and unconventional marketing to capture gold. Even Everything Everywhere All at Once
embraced a similar strategy, blending genre-bending storytelling with a grassroots Oscar campaign to secure seven Academy Awards, including Best Picture.
Parasite (2019 dir. Bong Joon Ho) (Cinematographer: Kyung-pyo Hong) pic.twitter.com/76IiLBJ2mT
— Ebru Yıldırım (@Ebruyldrm_88) December 19, 2022
The ripple effect of Parasite
is still evident. The hype behind Bong Joon-ho’s upcoming film, a horror-action thriller set in Seoul’s subway,
further proves the growing influence of international filmmakers. Meanwhile, indie films continue to adopt Parasite
’s winning strategy—originality, cultural resonance, and unorthodox promotion, to break into the mainstream. As Hollywood embraces diverse storytelling, Parasite
remains the film that changed the game for indie cinema.
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What do you think of Neon’s strategy for Anora
’s Oscar win? Share your thoughts in the comments below!
