THR's ThatRebecca analyzes the strategic decisions behind the push for Universal's 1917Movie and Netflix's MarriageStory — from doubling down on a film festival marathon to engaging gamers in a late-entry sprint
, had played at more than 30 film festivals around the world. Universal and Netflix had both begun plotting their awards strategies for the films before the champagne flutes were cleared from last year's Oscar parties, back when Mendes was still building World War I trenches out of clay at Bovingdon Airfield in England and Baumbach was cutting takes of Scarlett Johansson and Adam Driver embroiled in a marital battle from an editing room in New York.
The two movies couldn't be more different, but taken together, they tell the story of the nuance and complexity of the modern Oscar campaign — studio versus streamer, spectacle versus stars, sprint versus marathon.scored 10 nominations on the strength of a campaign that emphasized its crafts and the big-screen experience;If there was an award for most miles traveled in support of an Oscar film, Baumbach would surely win this year's.
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