10:13 pm - February 24, 2025
Netflix’s Oscar High and the Fallout of a Scandal
Two weeks ago, Netflix’s chief content officer, Bela Bajaria, confidently took the stage at the Egyptian Theater in Los Angeles to boast about the company’s 13 Oscar nominations for its Spanish-language musical, Emilia Pérez. At the time, it seemed like the streaming giant was finally within reach of the ultimate prize: the Academy Award for Best Picture, an honor that had long eluded Netflix. However, the celebrations were short-lived. Just three days later, the company found itself in the midst of a public relations crisis when a journalist resurfaced derogatory tweets posted years earlier by the film’s lead actress, Karla Sofía Gascón. Gascón, who made history as the first openly trans actor to be nominated for an Academy Award, had denigrated Muslims, George Floyd, and even the Oscars themselves in her now-deleted posts. The whirlwind of backlash forced Netflix to issue an apology on her behalf, disrupting what had been a triumphant Oscar campaign.
From Triumph to Damage Control
Netflix, known for its extensive and well-funded awards operations, found itself scrambling to contain the fallout. Under the leadership of Lisa Taback, a seasoned Oscar strategist, the company employs around 60 people dedicated to promoting its films and shows for various awards. However, instead of leveraging this machine to celebrate its achievements, Netflix was forced to play defense. Billboards featuring Gascón alone were removed, and her image was taken out of email blasts sent to Oscar voters. Zoe Saldaña, who is nominated for Best Supporting Actress for her role in Emilia Pérez, stepped into the spotlight to carry the film’s torch. Over the weekend, she accepted the Critics’ Choice Award for Best Supporting Actress and praised the film as “the little movie that could.” Meanwhile, Gascón’s initial plans to introduce the film alongside Saldaña at the Directors Guild of America Awards and the Producers Guild Awards were scrapped.
The Unraveling of a Star’s Reputation
Despite initial hopes that Gascón’s apology would quell the controversy, the situation took a turn for the worse. Gascón took to Instagram to claim that her tweets had been taken out of context and even appeared on CNN en Español for an emotional interview, where she declared her intention to remain in the Oscar race. Netflix, seemingly blindsided by her actions, was left to navigate the aftermath. The company notably refused to cover the cost of Gascón’s flights for a series of high-profile events, including the American Film Institute luncheon and the Santa Barbara International Film Festival. Her absence was deeply felt, particularly at the festival, where she was slated to receive an award alongside co-star Selena Gomez and others. Instead, Gascón posted on Instagram, expressing her hope that the film could still be appreciated for its artistic merits.
Netflix’s Awards Ambitions and the Power of Controversy
Netflix’s foray into prestige filmmaking has always been a calculated move to gain credibility within the Hollywood establishment. Since Lisa Taback joined the company in 2018, Netflix has invested heavily in its awards campaigns, often outspending competitors with extravagant promotions. For instance, the company once rented two soundstages to create a museum-style exhibit for Alfonso Cuarón’s Roma. While Netflix’s nominations often outnumber its wins, the strategy has worked to attract top filmmakers like Martin Scorsese, Bradley Cooper, and Jane Campion, who are drawn to the platform’s creative freedom and resources. However, the Emilia Pérez scandal has exposed the vulnerabilities of this approach, highlighting the risks of banking on talent with complicated pasts.
The Bigger Picture: Netflix, Hollywood, and the Oscars
Despite the chaos, insiders insist that Netflix’s awards strategy is unlikely to change. The company will continue to spend big on its campaigns, albeit with a newfound emphasis on vetting the social media history of its collaborators. After all, Emilia Pérez’s 13 Oscar nominations are a testament to Netflix’s ability to produce and promote films that resonate with Academy voters. The movie, a Spanish-language musical directed by French filmmaker Jacques Audiard, was acquired by Netflix for $8 million after it won the best actress award at Cannes. Its success, despite being relatively unknown to Netflix subscribers, underscores the company’s ability to defy expectations and challenge traditional Hollywood norms.
Moving Forward in a Post-Scandal Landscape
As the dust settles, Netflix is grappling with the broader implications of the Gascón scandal. While the incident has overshadowed the film’s achievements, it also serves as a reminder of the delicate balance between art and optics in the modern entertainment industry. For Netflix, the Oscars represent more than just a trophy; they are a symbol of validation in a industry that often views streaming platforms with skepticism. Yet, as analyst Richard Greenfield of LightShed Partners noted, the real key to Netflix’s success lies not in awards but in its algorithm-driven approach to content. As the company navigates this scandal, it must confront the reality that even the most meticulously planned campaigns can be derailed by the unpredictable nature of human behavior.
In the end, the Emilia Pérez controversy serves as a microcosm of the challenges Netflix faces as it straddles the worlds of Hollywood and streaming. While the company’s awards