The Oscars ceremony, celebrated this year on March 2, is not only the most important event for the film industry. Behind the awards a powerful marketing tool is hidden. It can be used by the nominated movies and by the brands that participate in the broadcasting.
When a movie is nominated to the Academy Awards, this immediately creates an important recognition opening the doors to big international distribution and guaranteeing a positive result in the worldwide box office. The victory in a category could help the growth of the box office results as the movie would stay more weeks in the theaters and would generate millions of dollars for other incomes as DVD sales or digital downloads. It is a way of free promotion for the movie. An example of this phenomenon is The King’s Speech, which won the best picture award in 2011 and collected more than $400 million in box office, when the first projected was $30 million.
