Each awards season, Hollywood engages in a multimillion-dollar race for the most coveted prize in cinema: the Oscar. However, behind the glittering golden statues and emotional speeches lies a system that moves astronomical sums in campaigns aimed at securing the votes of the Academy. But how much does it really cost to win an Oscar? And does this investment make sense in light of the real crises affecting the very city that hosts this industry?
Recently, Los Angeles was struck by devastating wildfires, forcing the evacuation of 88,000 people, destroying over 12,000 buildings, and causing financial losses estimated at $55 billion. In response, major film studios donated between $10 and $15 million for the city’s recovery. A gesture that might be seen as generous, if it weren’t for the fact that, during the same period, these companies are spending over $500 million just on campaigns for the Oscar season.
The race for the Oscar is marked by marketing strategies that go far beyond the quality of the nominated films. Millions are invested in: exclusive events and special screenings to impress voters; luxury gifts and personalized presents for influential Academy members; massive advertising campaigns on TV, social media, and in the press; intensive public relations efforts, with actors and directors strategically promoting their films.
Although an Oscar win does not necessarily translate into an immediate box office boost, it can solidify careers, raise the market value of artists, and secure more lucrative contracts for studios.
The Weight of Influence in the Industry
Awards are not always decided solely by artistic merit. A recent example was Andrea Riseborough’s Oscar nomination for Best Actress for To Leslie (2023), a film that grossed only $27,000. Her nomination was the result of an unexpected yet highly effective campaign driven by celebrities like Jennifer Aniston, Gwyneth Paltrow, and Cate Blanchett.
On the other hand, actresses who were among the favorites, such as Viola Davis and Danielle Deadwyler, were left out of the competition. The case raised questions about how the influence game can shape the awards and to what extent the recognition of talent is truly fair.
In response to criticism about the disparity between spending on the Oscars and funds allocated to humanitarian crises, the Academy of Motion Picture Arts and Sciences announced that the 2025 Oscars ceremony will feature a special tribute to Los Angeles, in recognition of the destruction caused by the wildfires.
However, this initiative raises a question: is it enough to offer a tribute without allocating significant financial resources for the city’s reconstruction? The film industry, with its vast cultural and economic influence, could use some of these investments for social and environmental causes. The lingering question is: should the glamour of awards be a priority in a time of crisis?
The Other Side of the Race
While Hollywood moves billions to consolidate its favorites, smaller countries continue to fight for international recognition with modest budgets. One example is Ainda Estou Aqui (I’m Still Here), which relies on Fernanda Torres’ strong presence and the mobilization of Brazilians to secure a chance at the award. Unlike the major studios, this campaign stands out for the power of its audience and the charisma of its lead actress, proving that prestige can be earned more authentically.
