The 2019 awards season is entering its final stretch. The Oscars will take place on February 24, which will officially close the season. And while the Oscars may be the most watched and prestigious award shows, they’re far from the only ones. This season, we have already passed the Emmys, the Golden Globes and the Critics’ Choice Awards.
Earning just one of these statues can be a career milestone for on- and off-screen talent as well as a big boost for studios.
“I would compare winning an Oscar to a team winning the World Series or the Super Bowl,” said Evan Hoffman, senior industry analyst at IBISWorld. “Everyone who is associated with success participates in it and, as a result, gets a good dose of goodwill. Key players (lead actors/actresses/directors/producers) would likely become more sought after, increasing their bargaining power to demand higher salaries in future projects. But even non-key players would be able to boast about their contribution to success.
For studios, winning an award can often lead to increased box office sales or DVD sales. According to Vanity Fair‘Moonlight’ earned another $2.5 million at the box office the week after his victory for best picture in 2017, bringing its total box office sales to $25.4 million. It’s what Hollywood calls an “Oscar bump”, especially since the film only cost $1.5 million.
“When it comes to major blockbusters, for many studios the real reward is at the box office,” said Paul Dergarabedian, senior media analyst at Comscore, a global media measurement company. “Let’s be honest, it’s about making a billion dollars on a huge superhero movie in the world or even $2 billion. That in itself is a reward. It’s definitely not like getting a statue, but it’s certainly important to studios what winning awards can do is a studio can use those or even nominations not just win studios can use those awards or accolades to market If a movie is currently up for an Oscar or a TV show is nominated for an Emmy, these studios or those distributing that content or the network itself can use it as a marketing hook.
Hoping for an Oscar bump, studios are pouring hundreds of millions into the campaign for various nominations and awards. Studios are estimated to spend up to $10 million on select campaigns. This includes payment of public relations consultants, advertising before and after the awards show, film screenings and DVD/digital screens.
The stars also pledge to attend screenings, luncheons and other events to campaign for themselves and the films they star in. As for “below the line” talent like cinematographers, costume designers, and production designers, they also need to campaign. in their own name.
Winning prestigious awards can be a blessing and a curse, according to Danica Pupa, a physical production agent at the APA Agency.
“For clients who are underexposed or newer, exposure to these rewards can really make a difference in terms of moving the needle for them,” she said.
A few years ago, two of his clients — production designer Hannah Beachler and director of photography Rachel Morrison – worked on “Fruitvale Station”. The movie continued to get 54 nominations in a variety of categories and helped gain exposure for Pupa clients, who have since worked on higher profile projects such as “Mudbound”, “Moonlight” and “Black Panther”. This year, Beachler was nominated for an Oscar for her production design on “Black Panther.” She is the first African-American to be nominated in this category. In an interview with The New York Times, Beachler said she was grateful to Ryan Coogler, who directed both “Fruitvale Station” and “Black Panther.”
“When I met him, everything changed,” Beachler told The Times. “He’s my family of filmmakers.”
In the most recent episode of Make Me Smart, we talked about why this year’s Oscars are so troubled this year, and if there’s anything we can learn from it.
In addition to gaining visibility, rewards can sometimes lead to higher rates, Pupa said. But this is not always guaranteed.
“It’s not substantial, or often not substantial, and it always depends on the project,” she said. “A client of mine did a big movie that he won an Oscar for, and then did a much smaller movie like the project immediately after that. Of course, because it was a much smaller budget, he didn’t didn’t even do what he did on the Oscar-winning movie. His pay raise came on the project after that, when he went to work on another big studio picture. “When it’s apples to apples and it’s just big studio pictures, you can probably get a bump or if it’s indie movies that have about the same budget” , explained Pupa.
Many Hollywood jobs are project-based, which means people often find themselves between jobs after their current projects end. And while winning an award like an Oscar can boost someone’s visibility and get them considered for projects, it can also backfire.
“Sometimes the phone stops ringing because people assume that since you’ve achieved this lofty goal, you’re only going to consider projects led by Martin Scorsese anymore,” Pupa said. “Whereas actually there’s only one or one or two that get made every year and so if those were the only films you would really consider, you wouldn’t be working very much. So I had customers for whom price is certainly a feather in their cap, but it actually caused a little lull in, say, the flow of material to them.
There has also been talk of an Oscar curse – where celebrities like Catherine Zeta-Jones, Gwyneth Paltrow and Cuba Gooding Jr. won an Oscar the first time they were nominated and have yet to be nominated again.
However, the pros of winning an award far outweigh the cons, according to Dergarabedian.
“I don’t think anyone would turn down a nomination or the chance to win an Oscar or a Golden Globe, an Emmy, a Grammy. You name the award. I don’t think anyone is going to turn that down,” he said. “No one on the talent side will necessarily admit that they covet these awards. But once they have them, it’s part of your CV, your future, your ability to ask for more money in terms of quotes and it can also apply to people working behind the scenes. You have a bunch of awards on your coat. They are very important to your career, whether you want to admit it or not.