Oscar’s halo effect on Best Picture nominees diminishes – not just at the box office but also in streaming: a scorecard –

Exclusive: Given how late the Oscars are this year, March 27, and how Covid has prevented seniors from going to the movies, the halo effect of the Oscars would never have been expected on the home box office of Best Picture nominees. .

All eyes were on streaming.

But has anyone seen?

In the exclusive viewer data from third-party streaming data company Samba TV, we can see the impact of Oscar nominations on watching movies at home, and the results aren’t quite the same as jumping up and down.

Original Apple Movies queue, The long-awaited winner of the best film, almost no one saw it, 375 thousand viewers in the state took director Xian Header and wrote the title. Less than a million people have seen the film on AppleTV + since it premiered on August 13 last year. Samba TV measures US smart TV families that have watched the film for at least five minutes; Selecting a company prevents the mobile from being displayed.

At the same time, the most viewed films within the Oscar nomination from February 8 to March 20 were Searchlight. nightmare alley And 20th century studios / Amblin / Disney’s History of the west side Respectively 2.1 meters AND 1.9 ml American families. Now, viewer ratings for these titles are weighted in the chart below along with the others. For Guillermo del Toro’s film noir director’s title, Samba measured how many watches he watched on Hulu and HBO Max; nightmare alley Both services were suspended on February 1st. Similarly, for the Steven Spielberg-directed musical, viewers saw Samba on both HBO Max and Disney +.

Meanwhile, the Oscar nominee for Best Most Watched Picture garnered 94% of viewers during the nomination period, and that’s the ecological satire of Netflix’s star ensemble Adam McKay. don’t look up What Samba Says 10.3 meters Seen in the US Based on Netflix viewing metrics, they recorded their global subscribers watched 389.5 million hours don’t look up Since it fell on December 24, 2021. similar dog power, 80% of US viewers of Netflix’s 3.4 million watched the 12-time Oscar-nominated film beyond the nomination frame. This film is also the most watched title to date according to Netflix; Its top 10 streaming charts show that global viewers have spent over 46 million hours directing Jane Campion’s western director.

Meanwhile, Dennis Villeneuve Dune, Boasting ten Oscar nominations, it has garnered nearly 1 million admissions since the Oscar nominations were announced on HBO Max. Recall that the 5.3 million-viewer film, the sci-fi adaptation of Frank Herbert, was removed afterwards. the first 31 days from HBO Max due to a contract with the studio show and returned to Streamer on March 10th. Dune It was part of Warner Bros. ‘pandemic date and day plan last year, with subtitles opening simultaneously in theaters and on HBO Max for its first 31 days. Dune It is the only Oscar-nominated film of the year with grossing over $ 100 million. In 2020 he was nominated for at least five best films, grossing over $ 100 million.

So what are the keys here with the Hollywood Extended Bacchanalia broadcast, especially during Oscar season?

With a $ 75 million subscription, Netflix is ​​king among its competitors by number of subscribers and will continue to be for some time when it comes to throwing a prize contender. They have the largest footprint and may have the largest loss, while newer services like AppleTV + reach viewers who likely have fewer than 20 million subscribers in the United States. Basically, 11 days after returning to HBO Max, Dune pulled out what it is QUEUE All my life up to the present. Win the Oscar for Best Picture QUEUE It will definitely come out as a big announcement for AppleTV +, hopefully bringing in more subscribers.

It is reported that Netflix spent around $ 50 million on the nut soup campaign. Power of the dog. The film must lose QUEUE It would be a huge outrage to consider that Netflix dominates the streaming space in terms of viewer access and promotional spend. Netflix’s attribute is that they started posting weekly ratings of their series and movies starting in November. While this is a smart way to increase the popularity of your shows and movies during awards season, the downside is that it’s a metric based on OTT’s standards of service. The 10 best weekly lists on Netflix disagreed, a third-party monitoring facility to measure all movies and TV shows in a given week.

Also noteworthy nightmare alley AND History of the west sideAudiences gathered from both titles, which were made available directly on Streaming as part of the Oscar nomination. These were also two films that honored an exclusive theatrical showcase. That said, it took two streaming services, rather than one, to draw viewers to each movie, highlighting the fact that most streamers outside of Netflix simply don’t have tracking power.

And this is why, once again, many streamers are silent about the number of their viewers: however, there is nothing to be proud of because they have no bandwidth. These are all the best viewers on cable TV right now if you think about it. What counts as a large number in the broadcast? For Samba TV, Netflix’s first weekend red notice Viewed by 4.2 million American families, he is arguably the most viewed streamer in Ryan Reynolds’ film history. the Adam project It does not fall back 3 m. Meanwhile, that of Pixar It turns red at $ 2.5 million, it’s the best opening weekend on Disney +.

Cole Stein, Head of Measurements at Samba TV, said: “Although much of the media attention is focused on predecessors such as QUEUE AND dog powerIf the streaming audience decides to be the winner, then we could be mad at any of them. nightmare alleyWho started push streaming in February, or don’t look up, which was handed in by more families than the other Best Picture nominee. Meanwhile, a market where many voters live, Los Angeles appears to have embraced History of the west sideMaybe give Steven Spielberg a prime way to get another better movie.

If it was silent for the Oscar nominees for Best Streaming Movie, at the box office it was absolutely terrible. Keep in mind that the nomination period this year was much longer at 48 days, while in 2020 the pandemic was just 28 days before the Oscar nominations were announced between Oscar nights. And Oscar-nominated titles have risen substantially at the box office in this short period compared to this year’s harvest. Between the nominations and the night of the Oscars, that of Universal / Amblin 1917 Sony launched $ 89.9 million Little woman He made another $ 27.7 million, NEON Parasite (which would ultimately win Best Picture) Searchlight grossed $ 10.2 million jojo rabbit He earned $ 8.2 million while Quentin Tarantino Once in Hollywood August 2019 Edition, $ 1.2 million and Warner Bros. ‘ Jester, The October 2019 release was valued at $ 1.1 million.

This year’s Best Picture nominee was Paul Thomas Anderson’s 1970 MGM / UAR comedy. licorice pizza Which received another $ 4.2 million after announcing the nominations. With $ 17 million at the box office, the film as a whole is behind the wheel of a director: his 2002 romantic comedy starring Adam Sandler. drunk love She earned $ 18 million and her previous 2018 Oscar title, Fashion Drama. ghost thread It generated $ 21 million. For the most part, the movies that have made money are called:Licorice Pizza, Belfast, West Side Story, AND Drive my car – There were those who leaned against the theatrical window (drive my car It came out on HBO Max this month, but Samba TV had no stats on the Japanese film.)

Although TAIL, dog power AND don’t look up Receiving limited theatrical releases (both on release date and in advance), neither Netflix nor Apple advertises at the box office. Box office analyst EntTelligence tells Deadline that the average ticket price for the best Oscar-nominated movies was $ 10.12, while Netflix and Apple movies cost an average of $ 9.12 at theaters.

Some weak results come from the product here; This year’s list of Oscar nominees for Best Picture was niche, not quite the kind of movie that would hit the box office alongside an exciting mix of the 2020 World War I film, whose action is a game. continuous, a fan of women on the go. , the work of the R-rated DC villain and numerous cheeky authors. That’s not to say distributors haven’t expanded theatrically from this year’s nominations; They certainly did.

Yes, Oscar winners’ box offices have been damaged by the pandemic, experimental windows, and only now do we see men and women over 35 comfortable returning to theaters (NRG reports that both shows are approaching 80%. their level of something or very comfortable).

Once upon a time, big box office results were a way to fuel the success of an Oscar nominee. These two contributed: Oscar nominations boosted the box office, and strong ticket sales allowed the film to be shown during awards season.

After this season’s results, is that already a marketing tactic?

What if Hollywood was going through a quiet and uncertain way of watching streaming?

But QUEUE OR dog power Taking the best photo, it goes without saying that this is another year where the race for prizes has been judged on aesthetics and not money or craziness.