The Daily Aus How much PR goes into an Oscars win?
Mar 12, 2026
A lively look at the long history of Oscar campaigning, from tea parties in 1929 to modern publicity machines. They unpack how release timing, festivals and relentless screenings shape awards momentum. The conversation traces Harvey Weinstein’s tactics and how they changed lobbying. They also walk through this year’s race, including the Chalamet–Jordan dynamic and timing of viral moments.
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How The Academy Voting System Works
- Oscars voting is done by a 10,000+ member Academy across many crafts, not the public.
- Members nominate within their branch then the full Academy votes on winners, so campaigns target both niches and the whole body.
Mary Pickford Won With Tea
- Early Oscar campaigning was literal social visits, like Mary Pickford inviting five committee members to tea in 1929.
- That small-scale hospitality directly influenced outcomes in the Academy's early years.
Awards Campaigns Start At Festivals
- Campaigns often begin at festival premieres and then continue for months with screenings and interviews.
- Ki-Wai Kwan's long push after South by Southwest shows year-long momentum can build multiple nominations.