The recent triumph of Sean Baker’s film, centered around a sex worker romance, at the Oscars has captivated audiences and industry insiders alike. This success highlights the innovative marketing strategies employed by indie distributor Neon, who brought the film to theaters across the US. Just five years prior, Neon famously propelled Bong Joon-ho’s Parasite to an Oscars landslide victory, setting a precedent for impactful indie film campaigns.
The financial commitment for Baker’s film was substantial, with marketing and promotion costs totaling around $18 million (£15.5 million), slightly less than the $20 million spent on Parasite. This amount represents three times the film’s production budget, underscoring the significant investment needed for a successful Oscar campaign. Tom Quinn, CEO of Neon, explained to Variety that the approach for Baker’s film was to appeal directly to Gen Z audiences and emphasize its grassroots, homemade charm, rather than relying solely on traditional critics.
One notable aspect of Neon’s campaign was the unique, one-day-only popup shop that showcased Anora merchandise. Located in the parking lot of King’s of Body, an auto repair yard on Melrose Avenue in Los Angeles, the event drew in crowds of over 300 eager fans. Merchandise included playful items such as red “little wifey” thongs for $15 and T-shirts featuring iconic phrases from the film, priced at $35. Limited-edition prints with 70s-style artwork of star Mikey Madison were also available, further enhancing the film's cultural footprint.
In a strategic move, the first Hollywood screening of the film attracted publicists and sex workers instead of the typical Oscar voters. This decision reflects a broader shift in the Academy's demographic focus, aiming to diversify its audience and support films that resonate with younger viewers. Baker’s film, made for a modest $6 million, is the lowest-budget film on the Best Picture shortlist, yet it has proven to be a formidable contender.
Both Baker’s film and its chief competitors, The Brutalist and A Complete Unknown, have each grossed over $40 million. Anora’s partnerships with streaming giants Apple and Amazon suggest that its profits could increase significantly as it continues to dominate streaming charts. A cinema rerelease is also planned, indicating sustained interest in the film.
While Neon’s merchandise strategy was bold and expansive, rival indie distributor A24 opted for a more modest approach for The Brutalist, offering limited items such as two T-shirts and a small-scale model of a community center designed by a character in the film. This exclusive model, limited to 500 units, sold for $75 and has already sold out.
On the other hand, A Complete Unknown is looking to recuperate its substantial production budget of $70 million through various tie-in products and sponsorships. Levi’s has introduced a luxurious suede jacket inspired by the film, priced at $1,200, while vintage-style 501 jeans retail for $495. Additionally, a motorcycle similar to the one ridden by Timothée Chalamet’s portrayal of Bob Dylan is available for a staggering $12,895.
In another creative marketing effort, New York cocktail bar Dante collaborated with Bob Dylan’s whiskey brand, Heaven’s Door Tennessee Whiskey, to create an exclusive cocktail named Like a Rolling Stone. Dante’s beverage training director, Renato Tonelli, described the drink as a reflection of Dylan’s raw, authentic style, blending flavors that symbolize his musical journey. This cocktail features a rich base of bourbon and palo cortado sherry, complemented by blackberry liqueur and other ingredients, echoing the depth of Dylan’s poetic lyrics.
In conclusion, the extraordinary success of Sean Baker’s film at the Oscars exemplifies the power of innovative marketing strategies and the importance of connecting with diverse audiences. As the film continues to break barriers and set new trends, it will undoubtedly influence future indie film campaigns.
