Anora’s Bold $18M Marketing Move: T-Shirts, Thongs, and the Art of Twerking

Sean Baker’s film about a sex worker made a big splash at the Oscars, showcasing the clever marketing of indie distributor Neon. This isn’t their first rodeo; five years ago, they also helped Bong Joon-ho’s Parasite achieve Oscar glory. That campaign cost around $20 million. For Baker’s latest, the budget came in at $18 million, which is three times its original budget.

Neon’s CEO, Tom Quinn, shared that their approach focused on appealing to Gen Z and embracing a more homemade vibe instead of just traditional media critics. For instance, in November, they launched a one-day pop-up shop on Melrose Avenue, where fans lined up for a chance to grab exclusive Anora merchandise, including clothes and posters. The unique setting—an auto repair yard—added to the charm.

The pop-up sold quirky items like “little wifey” thongs for $15 and T-shirts with catchy phrases from the film ranging from “Stay jealous, babe!” to “Fuckin’ Cinderella” at $35 each. There were also limited-edition prints featuring star Mikey Madison in stylish poses with eye-catching taglines, showing how creatively they marketed this film.

The screening of Baker’s film even featured a unique audience—publicists invited sex workers rather than the usual Oscar voters. This emphasis on inclusivity showed a shift in the demographics that the Academy is trying to attract. This year, the competition included films like The Brutalist and Conclave, which catered to a more traditional, older audience.

With a production budget of just $6 million, Baker’s film stands out as the most cost-effective nominee for Best Picture. The Brutalist, while not far behind at $10 million, likely spent as much on marketing as Baker did. Both films are hitting over $40 million in earnings, with Anora’s streaming deals indicating even greater profits ahead. A cinema re-release is also in the works, further boosting interest.

In comparison, A24, the distributor for The Brutalist, offered a smaller range of merchandise, including T-shirts and a model of the film’s community center, which quickly sold out. Meanwhile, A Complete Unknown, another competitor, is looking to recover its hefty budget of $70 million through tie-ins with various brands and products inspired by the film, like a premium jacket and vintage jeans.

The excitement doesn’t stop there; a cocktail bar in New York collaborated with Bob Dylan’s whiskey brand to create a drink inspired by the film. This innovative blend aims to capture Dylan’s unique style, reflecting the fusion of genres in his music.

Conclave also spent around $20 million, but without any official merchandise. However, creative fans have stepped in, offering unofficial T-shirts and sticker sets that feature fun phrases and graphics related to the film.

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