Before the pandemic, theatrical distributors of all sizes could count on a huge bump between the Oscar noms and the Academy Awards telecast — but not this year.
With the absence of the Golden Globes telecast , lost was the worldwide exposure from a memorable acceptance speech that would mark a turning point in campaigning, as the ceremony typically happens days before the Oscar noms are announced. But this year, those noms won’t be revealed until Feb. 8, an agonizingly long time for movies trying to stay in theaters long enough to take part in any bounty.in a smattering of theaters across the U.S.
“It’s like holding a potentially winning lottery ticket,” says Comscore analyst Paul Dergarabedian. But is the ticket lost for good in the reconfigured landscape? “There is no more equating nominations with box office gain,” laments one studio awards insider. Considering the persistent pandemic, awards voters are likely to forgive a movie that hasn’t taken off at the box office, but that isn’t stopping distributors from feeling glum. The awards attention can be the best form of advertising in terms of reaching the average moviegoer.West Side Story
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