PR: The Secret Nominee at the Oscars
You’re not just watching the Oscars—you’re playing PR’s game, with the Academy behind the scenes, pulling the strings.
“Wicked,” “Anora,” “Emilia Perez” and “The Brutalist,” these titles are not “A Complete Unknown” aren't they?
How many of these films have you heard in recent months and how many of these films did you actually watch? Are you PR’s victim in their game of crafting the ‘next big thing,’ making you wonder if you’re discovering it—or if it’s been fed to you all along?
The Oscars, officially known as the Academy Awards, are one of the most prestigious events in the film industry, recognizing outstanding cinematic achievements across various categories like Best Picture, Best Director and Best Actor/Actress.
Although, most of us deem our best performance outside of a Target parking lot trying to recreate Cynthia Erivo’s riff in “Defying Gravity,” where do we lie in all this Oscar buzz if it is not our prize being won?
Most viewers don’t see how much of the Oscars—and really, every major film festival—is shaped by PR. When it comes to controlling a narrative, you can always bet on PR to be there telling you what to think. Just when you think you had your own influence, ever wonder if it was just good ol’ PR being the whisper to your thoughts?
How does one create this buzz? By building momentum and positioning certain films and individuals as worthy of recognition long before the winners are announced. From the moment a movie is released, PR teams are working behind the scenes to generate media attention, secure interviews and create the kind of hype that gets movies on the Academy’s radar.
Here are my top 5 PR moments that may have made you secretly obsessed with this year's nominations:
1. Wickedly Obsessed With. . . Retail?
Photo Credit: corporate.target.com
With Wicked merch everywhere, from Target to Instagram ads, I started to feel like I was one of the students at Shiz University—proudly wearing my Elphaba green hoodie and sipping my Glinda-inspired glitter mug. Suddenly, I wasn’t just watching the movie, I was living it—singing and dancing in my living room, preparing myself to sit through its 3-hour glory (I mean, who else could survive that runtime and still come out loving it?). All of this? John M. Chu’s genius vision, pulling us deeper into the world of Oz. We weren’t just consumers; we were the perfect Wicked ambassadors, making it impossible to ignore both in theaters and in our everyday lives. And hey, we didn’t just buy merch, we became part of the hype machine—earning our spot as the ultimate box office hitmakers!
2. Chalamet Gets Dylan’d by Nardwuar
Photo Credit: Nardwuar Serviette
Timothée Chalamet’s interview with Nardwuar the Human Serviette turned into a viral moment when he casually dropped his deep knowledge of Bob Dylan, proving he's more than just a pretty face. Nardwuar, known for his quirky, offbeat style and surprising his subjects with obscure facts and memorabilia, pulled out rare Dylan records, and Chalamet’s genuine excitement and nerdy enthusiasm made the moment even better. His wide-eyed reactions? Instant meme material. It was the perfect mix of charm, authenticity, and a touch of unexpected cool that made us all love him a little more.
3. Strip Club Glam Meets Melrose Ave
Photo Credit: apnews.com
Anora's LA pop-up took the movie's world of glamour and grit straight to Melrose Ave. On a Saturday afternoon, Kings of Body auto shop turned into a merch paradise for superfans, selling exclusive t-shirts and thongs inspired by the film. The real twist? The merchandise was displayed in the back of a car identical to the one featured in the movie. Immersing fans into an experience is always a buzz-worthy moment to talk about or share on socials. This pop up really takes you to the root of the film showcasing the New York parallel with the theme of raw hustle, giving fans a taste of the tough world Anora navigates, where glamour is hard-earned and never easy.
4. Bigger is Better: 70mm to Be Exact
Photo Credits: Ray Ivey
The Brutalist in 70mm at the Vista Theater in Hollywood is more than just a screening—it’s an experience. With director Brady Corbet’s choice of 70mm offering unmatched quality, the venue itself adds a layer of exclusivity. Owned by Quentin Tarantino, the Vista Theater is a film lover’s dream, drawing in cinephiles who crave a true cinematic atmosphere. The limited showtimes—just 1:30 PM and 7 PM—add to the allure, making it feel like a must-see, insider event for anyone passionate about film.
5. Academy Museum: Where Oscars Start
Photo Credit: academymuseum.org
The Academy Museum, which in my personal opinion is such an interactive and engaging place to learn about the importance of these award shows, is buzzing with panels, screenings, and special events that bring the excitement of the awards season to life. From screenings of the nominated short films to intimate panels with filmmakers, these events give fans a chance to connect with the nominees and dive deeper into this year’s best work. The official Oscars watch party and themed programs add an extra layer of fun, while the Oscars History and Spielberg Family galleries keep the celebration going. It’s the perfect way to experience the Oscars beyond the red carpet. Who says owned media can't also be a factor of promotion?
In the end, the Oscars are much more than a night of golden statues and red carpets—they're a masterclass in media manipulation. PR isn't just an added element to the race; it's the invisible hand that shapes the very narrative we consume.
Ashley Lopez-Arana, a first-generation college student at California State University, Northridge, studying Journalism with a focus on Public Relations and a minor in Entertainment Media Management. Her dream? To one day walk the Oscars red carpet and dive into the world of PR—hopefully with a dream job at Letterboxd (because who wouldn't want to talk about movies for a living?). For now, she’s soaking up everything she can to make that dream a reality, exploring new opportunities, and staying open to whatever exciting path comes her way.