How Are Films Positioned as Oscar Contenders?

The coveted Oscar lady is not an easy grab. Each year, hundreds of films are released, but only a few can make it to the serious awards contention. 

How are films positioned as Oscar contenders is a high-stakes game of visibility, perception, and momentum. What factors go into this process, and how does a true contender stand out from the crowd?​

Script and subject matter​

The Academy is more likely to favor films based on biopics, historical dramas, and social justice themes. However, this preference should not be mistaken for creating “Oscar bait”—films produced solely to earn Oscar nominations. 

The Academy is becoming more diverse and welcoming international content from all directions, regardless of the genre. Beginning with the 95th Oscars, the Academy introduced “representation and inclusion” standards for Best Picture eligibility. ​

When it comes to script and subject matter, the Academy has a long history of recognizing certain types of films. Examples include 12 Years a Slave (2013), which addresses slavery and injustice, The King’s Speech (2010), about historical struggles, and The Theory of Everything (2014), focusing on science, illness, and love. These films stand out for their emotional depth, redemption arcs, social issues, and historical events. 

Talent involved 

A-list actors, respected directors, and past winners can boost a film’s credibility to become an Oscar contender. When an A-list actor takes on a challenging and transformative role, it becomes a fiery part of the Oscar campaign.

For example, Leonardo DiCaprio’s performance in The Revenant (2015) became a highlighted conversation during Oscar campaigns, particularly due to his long-pursued Oscar win. 

Expanding on the same example, the director, Alejandro G. Inarritu, was already known for his complex storytelling and unique visual styles, especially with the one-shot technique, making the film award-worthy. Inarritu made Birdman (2014) an Oscar-safe film in a similar way. 

Timing the release

Distribution timing is key for Oscars. Fall/winter releases are favored. Most Best Picture winners have been released between October and December. 

Fall debuts have a significant impact on the film becoming an Oscar contender since summer releases can be easily forgotten unless re-campaigned. ​

Chris Connelley, ABC News contributor, says, 

“There are often attempts to be socially relevant to whatever is going on in the world at the time. Movies are positioning themselves with regard to why you should watch them now.” [Source]​

Platform release strategy needs to be well-thought-out as there is a limited release buzz created which can be expanded later to capitalize on the momentum. For instance, Moonlight (2016), winner of Best Picture, was distributed by A24. It started with a limited theatrical release and was followed by a streaming release. 

This strategy helped it reach a wider audience, along with extensive social media usage for the film’s promotion. This helps independent films with limited resources to maximize reach, combined with traditional media.  

There is a recent tussle between big studios and indie distributors that is gaining the spotlight. A24, Neon, and Searchlight position films differently from Netflix, Warner Bros., and Universal. 

The rise of streaming platforms has been in the discussion lately. Sony and Netflix are the shining names that helped in the popularity of K-pop Demon Hunters. By backing the project with their global distribution power and marketing empowerment, the film’s visibility became inevitable for international audiences. K-pop Demon Hunters became Netflix’s number one most-watched animated movie of all time.

It’s the money that talks. The campaign budgets signify the way films are positioned for becoming Oscar contenders, and studios fund everything from FYC ads to private events. 

Film festivals help in positioning

Cannes and Venice Film Festivals became more prominent in giving films an early exposure, enabling them to become Oscar contenders. Toronto and Sundance Film Festivals have struggled, as per Variety.

However, film festivals are a great tool to attract industry attention, gain critics’ attention, generate buzz, secure distribution deals, and gain momentum via strong marketing and promotion campaigns. 

Major festivals act as launchpads, where potential winners are first introduced to a global audience and influence Oscar voters who help the film reach final Oscar nominations. 

Case Study- Parasite’s journey from Cannes to Best Picture

While Cannes isn’t typically associated with launching Oscar Best Picture winners due to its early calendar placement, Parasite (2019) just bucked the trend. The film premiered at the 2019 Cannes Film Festival, where it won Palme d’Or, the festival’s top honor. It currently holds a splendid 99 percent Rotten Tomatoes critics’ score. 

This year, the Palme d’Or was won by France’s Oscar contender, It Was Just An Accident (2025), and is now standing tall with a 97 percent RT critics’ score at the time of writing. The feature is already making a buzz when it comes to the Oscars’ Best International Feature Film. 

Neon handles the distribution for both of these films. In fact, Neon seems to be on a winning streak with its sixth picture having won Best Picture last year, Anora (2024). Does this mean it might be the Best Picture winner eventually?

Not necessarily. While Palme d’Or wins and critical acclaim are major advantages, they don’t guarantee Oscar success. Few films manage to break the barriers with exceptional broader fields. 

The Oscar campaign machine

For Your Consideration (FYC) is an Oscar advertising campaign specifically directed towards the members of awards voting groups. The film production companies select a few recent releases to campaign for them so that Academy voters consider them as nominees in the upcoming Oscars. 

Screenings, Q&As, and award season events publicize and shape the messaging by influencing voters and their in-person exposure to the films. Film parties, guild events, private screenings, and industry mixers are all part of the Oscar campaign machine. 

The role of critics is mammoth. Critics’ Circle Awards, Gotham Awards, Indie Spirits, Guild Awards such as SAG, DGA, PGA, WGA are the key predictors and validators that a film will soon make it to the Oscar list of Best Picture nominees or not.  

The role of media and public narrative

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Did you notice Indie Wire’s Instagram post here saying, “Paul Thomas Anderson’s latest is now an Oscar frontrunner”? Not only critics but journalists have their strong say too. The way journalists write shapes the narrative of a film’s positioning by sometimes using phrases like “the underdog” and “the socially urgent film”, etc. 

The journalistic emphasis is necessary when a film’s review is penned down so that its extensive sharing on social media can influence public and industry opinion. 

The rest of the role is fulfilled by media appearances, talk shows, interviews, memes, and virality over the digital platforms. A film’s visibility creates a huge difference in bringing its capability and talent to the front page for the rest of the world to notice it.  

Films positioned as Oscar contenders- Does it really matter?

Yes, it matters, but not always for the reason we think. Sometimes, other films that have similar qualities are overlooked.​

Still, films’ positioning matters a great deal in terms of boosting their box office and streaming numbers, along with long-term profitability. It matters financially and politically, but not always artistically. ​

In today’s media landscape, being positioned as an Oscar contender is one path to success but not the only one. Several Oscar-snubbed films like The Shawshank Redemption (1994) and Do the Right Thing (1989) have undisputedly greater cultural resonance than some Best Picture winners. 

However, we do know that Oscar contenders, nominees, and winners are more remembered and preserved.