Neon, an indie distributor, achieved remarkable success with Sean Baker’s sex worker romance film at the Oscars. The company spent $18m on marketing and publicity, which is three times the film’s budget of $6m. Their strategy focused on appealing to Gen Z fans and leveraging their online presence.
To promote the film, Neon created a popup shop in Los Angeles selling branded merchandise such as T-shirts, posters, and even “little wifey” thongs for $15. Limited-edition prints featuring the film’s star Mikey Madison were also available.
This approach resonated with the evolving Academy demographic, which tends to favor younger, diverse audiences. The campaign’s success is attributed to its ability to cut through traditional marketing methods, which often cater to older, more established demographics.
The strategy’s impact can be seen in the performances of other indie films on the shortlist, including “The Brutalist” and “A Complete Unknown”. Both films have taken in over $40m and are expected to generate further revenue through streaming deals and merchandise sales.
Neon’s success highlights the importance of innovative marketing approaches in the film industry. By leveraging social media and online channels, companies can effectively target specific demographics and create a buzz around their products.
Source: https://www.theguardian.com/film/2025/mar/06/anora-spent-18m-on-marketing-three-times-its-budget