Inside ‘Anora’s’ Oscar Victory: How Scrappy Indie Neon Pulled Off Its Second Best Picture Win in 5 Years - Variety

In a stunning upset at the Academy Awards, indie film company Neon has once again showcased its prowess by clinching its second Best Picture win in just five years. Neon's latest triumph came courtesy of its film 'Anora', a low-budget production that has managed to captivate audiences and critics alike with its raw storytelling and unflinching portrayal of societal issues. The film's victory, however, is not just the result of its artistic merit, but also Neon's innovative and unconventional promotional tactics. From branded thongs and pop-up stores to special screenings for sex workers, Neon has fully utilized its scrappy and independent ethos to gain attention and recognition in a traditionally high-stakes, star-studded industry.

Neon, the independent film production company behind 'Anora,' took an unconventional approach to marketing that played a significant role in their Oscar victory. The campaign was far from typical, characterized by a strategic use of branded merchandise, pop-up stores, and exclusive screenings for sex workers. Each element was carefully designed to generate buzz around the film and engage a broad spectrum of audiences, contributing to its critical success.

The company's use of branded thongs as part of their marketing strategy was a bold yet ingenious move. Despite being unusual, it created a lot of conversation and got people talking about 'Anora.' It was a perfect example of guerrilla marketing - unconventional, surprising, and generating significant word-of-mouth. The thongs became a symbol of the film's audacity and unapologetic nature, reflecting the film's themes and narrative.

Pop-up stores were another strategic move by Neon. These temporary retail spaces presented the opportunity for direct interaction with potential viewers. Visitors were immersed in the world of 'Anora,' with elements from the film brought to life. These pop-up stores not only created a unique experience but also served as a physical advertisement for the film, adding another layer to the promotional strategy.

The exclusive screenings for sex workers were a powerful engagement tool. By inviting this specific demographic to view the film, Neon was able to foster a sense of inclusivity and appreciation for their stories. This move ensured 'Anora' resonated with real-life experiences, lending further authenticity to the film and creating a deeper connection with audiences.

Neon's success with 'Anora' did not just stem from the film's unique narrative and exemplary performances; it also hugely benefited from the company's unconventional promotion strategy. Understanding the film's core subject of sex work, Neon decided to fully embrace it, going beyond traditional marketing methods and introducing innovative promotional tactics that proved to be highly effective.

One striking aspect of their campaign was the creation of branded merchandise that was provocative and in line with the film's themes. This included branded thongs that were distributed as promotional materials. The use of such unconventional items not only generated a lot of buzz, but also resonated with the film's core audience, making the film more relatable and intriguing to them.

Another standout feature of Neon's promotion strategy was the organization of special screenings for sex workers. This was a bold and thoughtful move that demonstrated the company's commitment to authentically representing the film's subject matter. These screenings provided a platform for dialogue and facilitated a deeper connection between the film and its audience.

Furthermore, Neon utilized pop-up stores as a part of their promotional strategy, offering an immersive experience that further deepened audience engagement with 'Anora.' These stores, filled with film-related merchandise, served as a physical extension of the film's universe, allowing fans to literally step into the world of 'Anora.'

The marketing strategy for 'Anora' was quite unconventional, yet highly effective. Neon didn't shy away from embracing the film's unique and controversial themes, opting for bold and unconventional promotional strategies. They used branded thongs, pop-up stores, and even sex worker screenings to create buzz and generate interest in the film.

According to Scott Feinberg, Awards Columnist at The Hollywood Reporter, "The audacity of Neon's marketing strategy has been a game-changer. They have understood that in an age of digital streaming and constant content, you have to make a statement to stand out. The unique marketing approach has definitely contributed to 'Anora's' Oscar victory."

These unorthodox strategies not only captured the attention of the public but also resonated with the film's core themes, creating a strong connection between the movie and its target audience. It's a testament to Neon's ability to think outside the box and leverage the film's unique selling points to its advantage.

Neon's victory with 'Anora' is a testament to the power of innovative marketing strategies and the willingness to think outside the box. The combination of branded thongs, pop-up stores, and sex worker screenings created a buzz that could not be ignored, leading to its second Best Picture win in just five years. It’s not just the film itself, but the whole package that Neon presented that made 'Anora' a success.

What Neon has accomplished is a reminder that even in an industry dominated by big-budget films and star-studded casts, there is always room for an indie film to shine. The success of 'Anora' represents a triumph for independent cinema and a victory for creative and unconventional marketing strategies. It serves as an inspiration for other indie filmmakers and production companies, proving that with the right approach and a little bit of creativity, they too can compete at the highest level.

Looking towards the future, one can only hope that this victory will open up more opportunities for independent films to receive the recognition they deserve. It's a win that has undoubtedly set a new benchmark in the industry, and it will be interesting to see how it influences the strategies of other independent film companies in the years to come.

Source: https://variety.com/2025/film/news/anora-oscar-win-neon-awards-strategy-sex-worker-screenings-thongs-1236327977/