Behind the Oscar Glory: How Indie Film ‘Anora’ Achieved Its Stunning Second Best Picture Win in Just Five Years

In the lead-up to the Academy Awards, Neon took a bold path to promote its film “Anora.” Instead of going with the usual methods like fancy ads or influencer screenings, they set up a pop-up shop in front of an auto body shop in Los Angeles. Fans gathered early to buy unique merchandise like T-shirts and thongs. For their first test screening, they invited sex workers instead of typical Oscar voters, focusing on authenticity over tradition.

Tom Quinn, Neon’s CEO, explained their approach by saying, “We follow the beat of our own drum.” He believes it’s important to stay true to the film and its audience rather than just follow conventional campaign strategies.

This unconventional strategy has worked wonders. Neon has won the Oscar for Best Picture twice in just five years, an impressive feat compared to larger studios like Disney and Netflix, which have yet to achieve this success. With a small team of just 60 people, Neon has positioned itself as a leading indie film company.

Marc Simon, a film finance attorney, recognized their success, saying they reached the top through smart, disciplined decisions and knowing when to take calculated risks.

While other studios spent lavish amounts on their awards campaigns—one reportedly spent $60 million—Quinn invested around $18 million in “Anora.” Even though this was a large sum, it was still less than the $20 million Neon spent on their previous Best Picture winner, “Parasite.”

Despite being one of the lowest-grossing Best Picture winners, with $16.1 million in domestic earnings, Quinn believes that focusing solely on box office numbers misses the bigger picture. He pointed out that “Anora” is topping charts across platforms like Amazon and Apple, indicating it will be profitable through digital rentals and licensing.

David Thion, the producer of “Anatomy of a Fall,” praised Quinn for his scrappy approach. He appreciated how Quinn made the film’s standout dog a focal point in their marketing campaign and valued his straightforward communication throughout the process.

In late 2023, Neon nearly struck a deal to be sold for $100 million, but the agreement fell through at the last minute. Rumors circulated that they faced struggles, especially during the post-COVID environment. However, things took a turn for the better when Neon secured its fifth Palme d’Or for “Anora” at Cannes. Films like “Longlegs” and “The Monkey” also brought in impressive box office numbers of $127 million and $31 million globally.

Jeff Bock, an analyst, noted that Neon has grown into a major player in the art-house film distribution scene. With its recent successes, there’s potential for Neon to adopt strategies similar to those of competitor A24, which might expand its audience even further.

Although speculations of rivalry between Neon and A24 exist, Quinn dismissed the notion, praising A24 for their kindness when “Anora” won over their film on Oscar night. He sees Netflix as their bigger competitor, noting their fierce bidding competition over multiple films.

Quinn mentioned that Neon attempted to secure “The Brutalist,” a project he admired, but lost out to A24 over disagreements related to its release strategy. He expressed understanding, acknowledging the director’s desire to showcase the film in 70 mm despite the challenges.

As they navigated a competitive awards season, Quinn remained confident, even when “Anora” didn’t win at other ceremonies. He understood the importance of perseverance and commitment to their campaign.

While some pundits believed Netflix’s “Emilia Pérez” had the Oscar in the bag, Quinn remained skeptical, pointing out that the film faced challenges that could derail its campaign.

With two Best Picture wins under their belt, Quinn feels it’s easier to attract top talent for future projects. He believes Neon has a clear vision for its future, focusing on meaningful work rather than just chasing trends.

When asked if he’s still open to offers after the near sale, Quinn stated, “Every independent company is for sale,” but emphasized that they currently have no plans to exit. He is committed to supporting cinema worldwide without compromising on quality.

Interestingly, “Anora” may have missed out on one unusual attention: a critique from former President Donald Trump. Unlike past instances, he has remained silent, prompting Quinn to joke, “Who knows, he might love it!”

*Elsa Keslassy contributed to this report.*

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