×
You will be redirected back to your article in seconds

Financial impact of BAFTA nod grows

Rising prestige of kudo translates into growing B.O.

The rising profile of the BAFTAs means that the awards have an increasingly visible impact on box office, according to U.K. distributors and exhibitors.

“You definitely get a BAFTA knock-on effect, which has been picking up pace over the years, because BAFTA has done a great job of promoting itself,” says Tim Richards, chief exec of the Vue multiplex chain. “If a film wins the key awards or multiple awards, people do take notice, though some of the lesser awards in isolation won’t make any difference.”

Word is even starting to spread across Europe, says Paramount PR chief Katherine Willing.

“Our European territories would be very interested to know about the BAFTA nominations, though not so much in Asia, Australia or Latin America,” she says. “Critics and exhibitors throughout Europe would certainly recognize something that has 10 BAFTA nominations, but it has to be a big number of nominations to matter outside the U.K.”

Within the U.K., the greatest commercial benefit of the BAFTAs is earned by those British films that become a patriotic feel-good story in the local media, particularly if they feature a hot young actor or actress who hogs the front-page photos. Carey Mulligan’s BAFTA victory last time around was the moment she crossed the threshold into stardom.

“Last year’s BAFTA ceremony played like a two-hour commercial for ‘An Education,’ and we saw a big spike in DVD pre-orders,” says Alex Hamilton of distrib E1.

Similarly for foreign films, the BAFTAs offer a golden chance at primetime TV exposure if they can secure an acting nomination. Metrodome will be pushing Tilda Swinton hard for “I Am Love.”

” ‘I Am Love’ was a wonderful success for us theatrically, and we’d see a huge uplift on the DVD number if it gets multiple BAFTA nominations,” says Metrodome’s Jezz Vernon. “We had a similar experience a couple of years ago with Julie Christie in ‘Away From Her.’ ”

Many key BAFTA contenders get their U.K. theatrical release in January and February, which means they are positioned for maximum boost from the publicity around the nominations and awards.

Andrew Turner, head of U.K. sales at 20th Century Fox, says BAFTA buzz from the London Film Festival from October onward gives distribs the confidence to commit more P&A to a theatrical campaign and encourages exhibitors to book a movie.

“In terms of spend, sustain and planning, and selling it to exhibitors, our belief grows, and exhibitors respond to that,” he says.

Conversely, if an awards hopeful is only getting lukewarm three-star reviews, it can rapidly find its plans downsized and release date shifted.

Campaigning to the BAFTA membership is also good corporate PR. When Stewart Till took over Icon last year, he saw the BAFTAs as an opportunity to burnish the company’s image to the U.K. film community. The elegant DVD boxed set of “Precious,” “A Single Man,” “The Road” and “Nowhere Boy” was intended to send out a message that Icon was now “a new company with new ownership and some good films,” he says. “It was absolutely money well spent.”

More stories from the BAFTA Preview:
BAFTA contenders test Brit loyalties | Random resumes among BAFTA up-and-comers | Financial impact of BAFTA nod grows | BAFTA streamlines foreign language competish

More Film

  • Black Panther Production Design

    Netflix Isn't Killing Movie Theaters, Study Shows

    Netflix isn’t killing movie theaters. At least, that’s the take-away from a new study conducted by EY’s Quantitative Economics and Statistics group, which finds that people who go to movies in theaters more frequently also consume more streaming content. That flies in the face of the “conventional wisdom” of box office sages, who grimly ascribe [...]

  • 'Spider-Man: Into the Spider-Verse' Weaves Inclusive

    The Secret Power of 'Spider-Man: Into the Spider-Verse' Is Inclusion

    In a year that gave us films like “Black Panther” and “Crazy Rich Asians,” this weekend’s “Spider-Man: Into the Spider-Verse” delivers one more home run for underrepresented groups in media in 2018. An animated film that takes advantage of Sony’s piece of the Marvel pie, “Spider-Verse” not only puts a mixed-race, middle-class teenager in the [...]

  • Jeff BridgesJeff Bridges, who stars in

    Jeff Bridges to Receive Cecil B. DeMille Award at 2019 Golden Globes

    The Hollywood Foreign Press Association has announced that Jeff Bridges will receive the Cecil B. DeMille award at the 76th Golden Globes on Jan. 6, 2019. Bridges has starred in films like “The Big Lebowski,” “Crazy Heart,” “True Grit,” and “The Fabulous Baker Boys.” “The Hollywood Foreign Press Association is delighted to bestow the 2019 [...]

  • Charlotte Rampling Euphoria

    Berlin Film Festival: Charlotte Rampling to Receive Honorary Golden Bear

    Oscar-nominated actress Charlotte Rampling, whose career has spanned more than 100 film and television roles, will be honored with a special Golden Bear at the upcoming Berlin Film Festival. The fest will also pay homage to Rampling by screening a selection of her work, including Sidney Lumet’s “The Verdict” (1982), Francois Ozon’s “Swimming Pool” (2003) [...]

  • The Sisters Brothers

    France's Lumieres Awards Unveil Nominations

    Jacques Audiard’s “The Sisters Brothers” has been nominated for best film and director at the 24th Lumieres Awards, France’s equivalent of the Golden Globes. The Western starring Joaquin Phoenix, John C. Reilly and Jake Gyllenhaal world-premiered at Venice Film Festival, where it earned Audiard a best director award. Produced by Paris-based company Why Not, “The [...]

  • CAA to Represent Peter Chan's We

    CAA to Represent Peter Chan's We Pictures

    Creative Artists Agency (CAA) has signed with We Pictures, the production and distribution company founded by Hong Kong-born director and producer Peter Chan Ho-sun. It aims to boost the company’s footprint both in China and abroad. Within China, CAA China will help We Pictures to develop new business partnerships and find new sources of investment [...]

  • Elizabeth Karlsen, Stephen Woolley to Receive

    'Carol' Producers Elizabeth Karlsen, Stephen Woolley to Be Honored by BAFTA

    Elizabeth Karlsen and Stephen Woolley, the producers of such films as “Carol,” “Their Finest” and the recent “Colette” starring Keira Knightley, will receive the Outstanding British Contribution to Cinema Award at the BAFTA Film Awards. The prolific pair run Number 9 Films and have a long list of credits. They will pick up their accolade at [...]

More From Our Brands

Access exclusive content