Ted Sarandos, Netflix’s chief content officer, gave some insight into how the streaming site campaigned for its Oscar-nominated films like “The Irishman,” “Marriage Story” and “The Two Popes.”
“A lot of it happened to time out during the Oscar season when we released them. So this is their marketing budget and their awards budget at the same time. It’s a lot, and we definitely want to promote the films we’re super proud of,” he told Variety’s Marc Malkin on the Oscars red carpet. “I believe that every one of these films here tonight deserve to be here tonight.”
Netflix nearly doubled their Academy Award nominations in a year, from 15 nods in 2019 to a record 24 in 2020. In addition to the feature films, the Academy recognized animated features “Klaus” and “I Lost My Body” and documentaries “American Factory,” “The Edge of Democracy” and “Life Overtakes Me.”
“The Irishman” earned 10 nominations in total. However, the Academy completely shut out Martin Scorsese’s mobster epic, but Sarandos still felt confident in the film’s lasting legacy on the red carpet.
“I think the movie has been universally embraced,” he said. “It’s universally loved. I think it sits on the shelf with all the Scorsese classics, which, after 25 of them, Marty’s got one best picture Oscar. I think it’s a film for the ages that will stand up for a long time.”
When asked about the massive budget Netflix wields when promoting their award-worthy films, Sarandos said Netflix is going to stick to that plan. “We’re doing a lot across a lot of films, so I think that’s it. And a lot of them happen to time out in an Oscar season when we release them. So this is their marketing budget and their awards budget at the same time. It’s a lot, and we definitely want to promote the films because we’re super proud of them… As long as the films have the goods, and I believe that every one of these films here tonight deserve to be here tonight that’s for sure.”