Sweet smell of success … Oscar statuettes made of chocolate and also dusted through 24-carat gold will certainly be offered at the 89th Academy awards Governors Ball. Photograph: chris Pizzello/Invision/AP
From courting voter to hiring red carpet, the Academy Awards are big business. This is what lock cost, what they knife – and also how much you should spend to aid secure victory
Oscars 2017 live: the red carpet, the awards ceremony and the aftermath
The campaign ($5-8m)
Getting on to the podium is the an initial and most daunting step for any kind of film: the compete is intense, and getting more intense by the year. To pull your film out of the swirling mass of product, first, rental a professional Oscar campaigner. Lock will have actually contacts and also strategies to get to the Academy voters and – crucially – understand the rules. (Lavish party, yes; talking down various other films, no). “There’s a whole culture of courting the Academy,” states veteran publicist Bumble Ward. “Academy members can go the end for lunch and dinner every solitary day in the season. The is part of the game: who have the right to you obtain in the room that will make human being want to present up? at the finish of the day, we space a talent society – human being are quiet excited to satisfy movie stars.”
Navigating the ideal path together the film pipeline the modifying room is vital: from premiering in ~ a gateway festival (“Telluride is the an excellent Housekeeping seal of approval because that an Academy movie,” claims Ward) to organising attention-attracting events, such as the reconstruction of the set of Room in a Los Angeles cinema. Doubters still beat a key role in afford Oscar credibility. “A good PR knows your press, and knows people’s taste and what they respond to,” claims Ward. “So castle will display them the movie first, together they are the people who will talk about the movie the appropriate way.”
The costs are borne through the film’s us distributors, quite than producers; Oscar campaigns are part of the marketing and also PR the is currently happening for the film’s basic release. Ward states the trick is “sustainability” – quite than the two-week release window that standard film marketing intends at, “making a film seem exciting and brand-new and fresh over numerous months, or a year, is a really hard thing to do”.
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Here are several of the estimated an essential costs:
Specialist PR consultant: $10,000-$15,000.
Advertising: $1m before nomination; $800,000 after.
TV commercials and promo: $1.5m.
Talent costs: $900,000, for flying stars to screenings and also events, for instance.
Film screenings: approximately $160,000.
DVD and also digital screeners: approximately $300,000. This are an important says Ward: “As much as everyone states things are much better on the huge screen, human being are inherently lazy, and want to clock them at house in comfort over Thanksgiving.”
Other awards: $500,000, for golden Globes projects etc, which space treated as component of the wider Oscar campaign. (Estimates via stephenfollows.com)
The display ($44m)
The Academy’s yearly gaue won report contains simple details the the costs: in 2016 it invested $44m top top the Academy awards “and associated activities”. The figures cover the awards ceremony, and a wire of ally events, including the nominees luncheon (cost: $260,000), the Governors awards (for life time achievement; cost: $865,000) and the Governors sphere (the Oscars’ official afterparty; cost: $1.8m). However the live show, top top Sunday night, is approximated at $21m-$22m.
This year Oscars host, Jimmy Kimmel, is intended to take it a union minimum of $15,000. Photograph: Jeff Lipsky/ABC/Getty ImagesList that estimated key costs:
Show producers’ fee: $100,000 each, for Michael De Luca and also Jennifer Todd.
Host’s fee: $15,000, union minimum, because that this year MC, Jimmy Kimmel.
Dolby theater: rental fee not known, component of a complicated deal attached to Dolby’s naming civil liberties to the theatre, however the Academy has actually a 20-year agreement.
Oscar statuettes: gold-plated bronze, costing around $900 each.
Red carpet: $1.50 every square foot, for a 500ft x 33ft carpet, come in at $24,700.
Catering: no total figure available, however Wolfgang Puck is intended to spend roughly $20,000 ~ above chocolate and also $25,000 ~ above steak for the timeless 1,500-seat aftershow meal.
Last year, the Academy got $113.1m as earnings in that awards division, a benefit of $69.1m. The biggest chunk the income originates from Disney, which pays approximately $75m each year to transfer the present on ABC. That motivation? Selling advertising space, which last year reached approximately $2m because that a 30-second spot. In 2015, abc made $110m in ad fees from its broadcast.
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The Academy also charges attendees for tickets, which selection from $750 come $150 because that a 3,400-seat hall.
The impact ($3m)
Is all the effort worth it? an Oscar-winning film reaps one unquantifiable quantity of kudos, v the attendees receiving an regularly career-changing status hike. But the likely an increase to box office is substantially smaller. Figures via data analyst Edmund Helmer suggest that Oscar winners include around $3m come their crate office; this to compare unfavourably v the golden Globe’s effect, which to add on mean $14.1m.
Canny strategy … Bradley Cooper in American Sniper. Photograph: Keith Bernstein/AP/Warner BrosThe film v the solitary biggest increase after nomination is, strangely, American Sniper, the controversial biopic of navy Seal kris Kyle. Its box office revenue boosted 90% ~ it to be nominated. However, its figures are more likely concerned a canny marketing strategy the did not depend on, or also expect, Academy approval. Of the best snapshot winners, the most dramatic effect was on one more Clint Eastwood project, Million dissension Baby, which raised 56% after ~ winning in 2005.