Apple News In Conversation What it actually costs to win an Oscar
Mar 12, 2026
Katey Rich, awards editor and entertainment journalist who covers the Oscars and awards strategy, pulls back the curtain on big-budget campaigning. She discusses how campaigns can dwarf production costs. She explains who votes, how targeted outreach and screenings sway nominations, and why awards season still boosts small films and L.A. workers.
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Small Branches Can Make Or Break Nominations
- Oscar nominations are decided by small branches, so focused outreach matters.
- Niche branches like costume designers (a few hundred voters) can sway nominations with tailored show-and-tell events.
Studios Stage Spectacular Screening Events
- Campaign screenings can be theatrical spectacles to draw voter attention.
- Amazon mounted a Victorian fair with hot air balloons for The Aeronauts while Netflix hosts lavish festival afterparties at places like the Polo Lounge.
Voting Requires A Watch Attestation But Isn't Fully Verifiable
- The Academy requires voters to confirm they watched films but enforcement is limited.
- A ballot checkbox now asks voters to attest they've seen a film, yet viewing via festivals, portals, or private screenings complicates verification.