Anora was victorious at this year’s Oscars, winning five out of the six awards it was nominated for. In his Best Picture acceptance speech, director Sean Baker thanked the Academy for “recognising a truly independent film” and ended with an optimistic declaration of “Long live independent cinema!”
The Oscars, for many, is the pinnacle of cinematic prestige, celebrating artistic achievements. Beyond the trophies is a whole economy seen in box office returns, streaming deals, future projects and more. Neon’s CEO revealed to Variety that the production house had spent $18 million on marketing, distribution and awards campaigning—three times the film’s budget. Recognising the financial backdrop, this raises a fundamental question: are Oscars won on merit, or does funding decide the winners?
The answer probably lies somewhere in between. But to put it simply, no—votes can not be directly bought, but campaign funding is undeniably an industry norm. In 2024, Forbes revealed films invest $3-$15 million on average in their award-season efforts. This includes organising accessible screenings, press tours, celebrity interviews, and digital promotions. All of which is an attempt to be afloat in the audiences’ and voters’ conversational radar. Money matters but Neon’s second Best Picture win (Parasite in 2019 being the first) is an indie success story in the way that it’s not solely about financial muscle—especially considering mainstream studios like Disney and Netflix have yet to secure a Best Picture Oscar despite their vast resources.
Yet, Campaigns are crucial in recognition. Oscars do operate within a system that favours films with strong financial backing. While storytelling is central, engagement is essential. Anora was the lowest-budget Best Picture nominee at $6 million. Instead of pandering to voters, they made headlines from inviting sex workers to its first screening to pop-up thong sales. Neon used its budget to challenge traditional marketing as it fostered authentic connections between filmmakers and audiences, staying true to their independent spirit.
Oscars wins cannot be reduced entirely to who pays the most — it is also how the film is delivered. Is this undermining true artistry or a necessary cost in breaking through an industry dominated by blockbusters?
Ultimately, lack of visibility means great cinema can fall through the cracks of obscurity. As audiences, we must actively celebrate the beauty of filmmaking beyond awards and accolades. Go to theatres, dive deep into the catalogues, embrace the unknown. Whilst the Oscars does highlight each year’s gold, there is also a trove of cinematic treasures out there to be appreciated.
“Academy Award Winner” by Dave_B_ is licensed under CC BY 2.0.