Winning an Oscar is a little bit more complicated than you might think. Every year, film studios run Oscar campaigns for their films that involve press tours, screenings, and giving the media access to Hollywood’s biggest stars.
According to this article in Variety, big studios like Netflix are willing to spend $25 Million+ on these efforts to make sure that members of the academy keep their latest blockbusters top of mind.
So how exactly does merch help studios win Oscars? For starters, it’s a great way for film distributors to create buzz and generate hype around a film. But it’s not just about getting on the hype train – merch can also help studios build relationships with Oscar voters. By sending out unique branded items to Academy members, studios can keep their films top of mind and make a lasting impression on the industry bigwigs. And let’s be real, who doesn’t love free stuff?
Here’s a list of some of the most creative pieces of movie merch we’ve seen:
Roma
In 2019, Netflix went all out with their campaign for the Alfonso Cuarón-directed epic, Roma. Members of the academy received a full suite of merch including an oversized throw pillow and a 200-page coffee table book of stills from the film that reportedly weighed over 2.5 Kgs. The film went on to receive 10 nominations and win 3 awards so clearly, Netflix was on to something here.
Everything Everywhere All at Once
A24, the production company behind Everything Everywhere All At Once (as well as recent hits like Uncut Gems, Lady Bird & Moonlight), has developed a cult following for their boundary-pushing films which are often accompanied by limited merch drops. This collection is a great example of how you can generate interest and drive engagement by creating unique and brand-specific merchandise.
The Irishman
Martin Scorsese’s epic gangster film ran for nearly 3.5 hours much of which is taken up by Joe Pesci and Robert DiNero dipping pieces of bread in their wine. It was only fitting then that when awards season came around Netflix sent out branded bottles of red along with a campaign badge featuring Al Pachino’s character and the ever-present coffee table book.
Glass Onion: A Knives Out Mystery
Netflix sent a real-life version of the mystery box used in the film to this YouTuber who unboxed it for his 18+ million subscribers. This partnership shows that branded merchandise can be a great way to produce ever-valuable user-generated content.
Castaway
Wilson the volleyball was made famous in the Tom Hanks movie but did you know that Wilson the sporting company still sells replicas of the prop complete with a realistic blood-stained handprint? These replicas sell for around $30 which is a bargain considering one of the volleyballs that were actually used in the film recently at auction for over $80,000.
Summing Up
While your brand might not be up for an Academy Award this year, there’s a lot we can all take away from how film studios market themselves to Oscar voters. All of these examples are memorable, unique, and specifically related to the films they’re promoting – this shows that when done right, merch can be a powerful way to make a lasting impression on your audience.
And we’re not saying these films won because of their merch, but we’re not not saying that😜
Here at Promotion Products, we can help you come up with your own memorable and creative merch ideas. Give us a call today to get started!
