Netflix’s Oscar Aspirations and the Fallout from a Star’s Past

A Moment of Triumph and the Sudden Crisis

Just two weeks ago, Netflix’s chief content officer, Bela Bajaria, stood triumphantly on the stage of the Egyptian Theater in Los Angeles, boasting about the company’s 13 Oscar nominations for its Spanish-language musical, Emilia Pérez. For a moment, it seemed as though the elusive Best Picture Oscar, which had long evaded the streaming giant, was finally within its grasp. However, that fleeting moment of glory quickly turned into a crisis. Just three days later, Netflix found itself in damage-control mode after a journalist resurfaced derogatory tweets from the film’s lead actress, Karla Sofía Gascón, the first openly trans actor to be nominated for an Academy Award. The tweets, now several years old, contained offensive remarks aimed at Muslims, George Floyd, and even the Oscars themselves.

Netflix’s apology on behalf of Gascón marked the beginning of a scramble to contain the fallout. The company promptly removed Gascón from billboards in Los Angeles and email blasts to Oscar voters. Meanwhile, the film’s other star, Zoe Saldaña, who is nominated for Best Supporting Actress, stepped into the spotlight to carry the torch for the film. At a series of awards shows over the weekend, Saldaña accepted the Critics’ Choice Award for Best Supporting Actress and praised the film as “the little movie that could.” She and the film’s director, Jacques Audiard, hopscotched between the Directors Guild of America Awards and the Producers Guild Awards, ensuring the film’s presence remained strong despite the controversy.

A Shifting Landscape in Awards Campaigning

The situation has left many in the industry stunned. “I don’t think I’ve ever seen a situation like this, where a movie’s destiny has shifted like an asteroid hit it,” remarked Stephen Galloway, the dean of Chapman University’s film school. Netflix, with its formidable awards operation, is no stranger to navigating the complexities of Oscars campaigning. Under the guidance of Lisa Taback, a seasoned Oscar strategist, the company employs a team of around 60 people dedicated to promoting its films and shows for various awards. Taback, who earned her stripes during the aggressive campaigning era of Harvey Weinstein, has built a reputation for pulling out all the stops to secure nominations and wins.

Yet, this time, Netflix finds itself on the defensive. Initially, the company hoped that Gascón’s apology would quell the backlash, but the situation took a turn when Gascón took to Instagram to claim that her tweets had been taken out of context. In a tearful interview on CNN en Español, she insisted she would not withdraw from the Oscar race, leaving Netflix scrambling to adjust its strategy. The company, caught off guard by Gascón’s actions, has since distanced itself from her, refusing to cover her travel expenses for a series of high-profile events, including the American Film Institute luncheon and the Santa Barbara International Film Festival.

The Broader Implications of Netflix’s Awards Strategy

Netflix’s commitment to awards campaigning is unparalleled in the industry. Since Lisa Taback joined the company in 2018, the streaming giant has spared no expense in pursuit of Oscars glory. From renting out soundstages to create immersive exhibits for films like Roma to luring top filmmakers with promises of creative freedom, Netflix has positioned itself as a major player in Hollywood. The likes of Martin Scorsese, Jane Campion, and Noah Baumbach have all brought their passion projects to the platform, drawn by the promise of unrestricted creative control and the resources to bring their visions to life.

Emilia Pérez, however, represents a unique challenge for Netflix. Acquired for $8 million after its success at the Cannes Film Festival, the film has managed to secure 13 Oscar nominations, a testament to the company’s ability to identify and amplify awards-worthy content. Yet, the controversy surrounding Gascón has raised questions about the company’s vetting process and its preparedness for the scrutiny that comes with high-stakes campaigns. While the situation is unprecedented, insiders insist that Netflix’s awards strategy is unlikely to change. The company will continue to invest heavily in campaigning, with one key adjustment: a closer examination of the social media histories of its collaborators.

A New Era of Accountability and Opportunity

The fallout from Gascón’s tweets has sparked broader conversations about accountability and inclusivity in Hollywood. While some have criticized Netflix for not doing its due diligence, others have praised the company for its commitment to amplifying diverse voices. Emilia Pérez, a Spanish-language musical featuring a trans lead actress and a French director, is a prime example of the kind of boundary-pushing content that traditional studios might shy away from.

As the Oscars approach, Netflix faces a delicate balancing act. While the company works to salvage the chances of nominees like Zoe Saldaña, it must also navigate the fallout from Gascón’s remarks. The situation is a reminder that, in the age of social media, the past is always present, and the consequences of one’s words can reverberate far beyond their intended audience. For Netflix, this moment is as much about damage control as it is about the future of its awards strategy.

The Final Act: A Reflection on Netflix’s Hollywood Ambitions

As the dust settles, one thing is clear: Netflix’s