Apple walks away empty handed at the Oscars

Posted:
in iPod + iTunes + AppleTV

Despite 13 Academy Award nominations, Apple TV+ won none at the Oscars ceremony, in a year that saw almost all streamers shut out. Here's why that matters.

Lily Gladstone and Leonardo DiCaprio in 'Killers of the Flower Moon'
Lily Gladstone and Leonardo DiCaprio in 'Killers of the Flower Moon'



It was already clear going in that this was not going to be a year when the Oscars made the best picture be the Best Picture. But as well as "Barbie" being practically ignored, there was only a single award for any streaming service.

Netflix took home an Oscar for "The Wonderful Story of Henry Sugar," an entry in the Live Action Short Film category. That was the only streaming win in a year that had seen a total of 32 nominations across Netflix, Apple TV+, and more.

Apple had 13 of those nominations, with 10 for "Flowers of the Killer Moon" and the rest for "Napoleon." Of the other streamers, Netflix had led the way with 19 nominations, spread out over 11 films.

Overall, Netflix has a better track record for Oscar wins than any other streamer. In 2023 it took home six awards, for instance, while in 2022 its one win was the major one of best director for Jane Campion.

However, the even more significant award has always been denied Netflix and all streamers -- except Apple. In 2022, "CODA" made Apple TV+ the first streaming service to win the best picture Oscar.

Why it's worth winning an Oscar



Traditionally, an Oscar win for best picture has been incredibly important for a movie. For one thing, it will typically get a theater re-release -- Apple did that with "Killers of the Flower Moon" just because it was nominated.

Then pretty much forever afterwards, films will do better in sales and on streaming when they have that "best picture" accolade. Over many years, winning an Oscar can make an enormous difference to the profitability of a film.

For a streamer, there are no sales per se, but a prestige title brings viewers to the service. Apple can expect more people to watch "Napoleon" and "Flower Moon," for instance, because the Oscars mean that more people have heard of them.

The Oscars do mean money for filmmakers and streamers. It means enough money that Apple TV+ spent a lot of cash, and had intense global negotiations, in order to secure as much of the worldwide rights to CODA as it could.

But it's getting people to try the service where prestige really wins for the streamers. That's important enough that Apple is reportedly pleased with its major movies, even when they flop at the box office.

The cast of 'CODA' at the Oscars, as posted to Twitter by Tim Cook
The cast of 'CODA' at the Oscars, as posted to Twitter by Tim Cook

Apple's chances in 2024



Nobody expects Apple TV+ spy flop "Argylle" to even get nominated for the Academy Awards next year. But whether Apple pins its hopes on the forthcoming thriller "Wolfs" or the romcom "Project Artemis," it's going to have a tough time getting an Oscar.

For in June 2023, the Academy brought in new rules for the Oscars and specifically the best picture award. They are to do with how long a theatrical release a movie gets, and how widespread that release is in the US.

It's all ostensibly intended to help movie theaters, which is of course a good thing. But where it makes zero difference to most feature films, it makes all the difference to streamers.

They now have to take on the costs of extended and wider theatrical runs. That could mean films attracting fewer people to the streamers since they've seen the movie in theaters.

That point is debatable, as routinely studios have seen their theatrical runs as mere adverts for the digital sales and streaming later. But since the rule so exclusively affects streamers, it's not a stretch to assume that the Oscars specifically want to reduce the chances of one winning again.

Apple was the first streamer to win an Oscar. It may well remain the only one to do so.



Read on AppleInsider

Comments

  • Reply 1 of 14
    Who goes to the theater anymore with 4K, AirPods, VisionPro and Streaming.
    lolliverwatto_cobra
  • Reply 2 of 14
    gatorguygatorguy Posts: 24,285member
    iOS_Guy80 said:
    Who goes to the theater anymore with 4K, AirPods, VisionPro...
    The ones who can't afford a $4000 movie ticket? ;)
    retrogustomuthuk_vanalingamkiltedgreen
  • Reply 3 of 14
    ApplePoorApplePoor Posts: 287member
    It has been years since I went to a movie theater. The last one was a Cinema MAX theater for the likes of Avatar. 

    But to be fair, I also don't watch many movies at home either. Series yes, movies no.
    danoxwatto_cobra
  • Reply 4 of 14
    thrangthrang Posts: 1,012member
    "It was already clear going in that this was not going to be a year when the Oscars made the best picture be the Best Picture. "

    Can this be 
    translated to English?
    9secondkox2watto_cobra
  • Reply 5 of 14
    ransonranson Posts: 72member

    Apple was the first streamer to win an Oscar. It may well remain the only one to do so. 

    This is factually wrong. But it's a William article, so the bad quality and pro-Apple slant checks out.

    To be clear, Netflix was the first streamer to win an Oscar, all the way back in 2016. Apple is the first streamer to win for Best Picture.
    grandact73
  • Reply 6 of 14
    hexclockhexclock Posts: 1,264member
    thrang said:
    "It was already clear going in that this was not going to be a year when the Oscars made the best picture be the Best Picture. "

    Can this be translated to English?
    Translation: Author thinks Apple got robbed. 
    edited March 11 grandact73avon b7
  • Reply 7 of 14
    iOS_Guy80 said:
    Who goes to the theater anymore with 4K, AirPods, VisionPro and Streaming.
    IMAX 65mm has a lot better resolution than 4K.
    StrangeDayswatto_cobra
  • Reply 8 of 14
    danoxdanox Posts: 2,966member
    gatorguy said:
    iOS_Guy80 said:
    Who goes to the theater anymore with 4K, AirPods, VisionPro...
    The ones who can't afford a $4000 movie ticket? ;)

    In the smartphone age going to the pictures or a concert is a waste of time too many people will not turn off their smartphone.
    lolliverkdupuis77watto_cobra
  • Reply 9 of 14
    Watched Dune at the IMAX recently and it blew the socks off watching it at home with AirPods Pro in every possible way except having to travel and pay to get a ticket!
    StrangeDaysgrandact73
  • Reply 10 of 14
    ToortogToortog Posts: 56member
    I'm getting old so didn't see most the movies that were nominated I did see Killers of the Flower Moon and Oppenheimer.   Part of the reason is movies are getting too dam long going three hour plus that is keeping me away from the theaters.   So long movie I will wait for them to stream so I can pause for bathroom breaks, plus watching on my 27" iMac and good monitors its still an excellent visual and audio experience.    Back to the movie I thought Killers of the Flower Moon was excellent and the movie I was hoping would win.   Oppenheimer was good movie, but I don't think it deserved all  the awards it won.  Only other film I was pulling for that didn't win was Spider-Man: Across the Spider-Verse.  I liked the style of the graphics and the change ups in the story from the old Batman.   

    I'm sure Apple is disappointed, but don't think that will curtail them from making more movies, they have received a lot of good press for Killers of the Flower Moon and a lot of the important word of mouth from those that saw it.   
    Bart Ywatto_cobra
  • Reply 11 of 14
    The academy outlived their usefulness decades ago. They’re better at picking ice cream flavors than good movies. 
    Japheywatto_cobra
  • Reply 12 of 14
    I guess the Oscary  Jury had the same experience I've had in watching those movies. I fell asleep.
  • Reply 13 of 14
    danox said:
    gatorguy said:
    iOS_Guy80 said:
    Who goes to the theater anymore with 4K, AirPods, VisionPro...
    The ones who can't afford a $4000 movie ticket? ;)

    In the smartphone age going to the pictures or a concert is a waste of time too many people will not turn off their smartphone.
    Yeah, this right here along with the $$$ and inability to hit the can when needed for fear of missing out on something important. Don't get me wrong, the occasional theater experience is enjoyable to me (mores from a nostalgic perspective) but nowadays I watch practically all my movies on a 110" projection screen w/ Dolby Atmos setup and buttshakers. It's fantastic not having cell phone screens, talking, overpriced snacks and the the ability pause and adjust the volume as desired. And maaaaaaybe some day the entire expense will break even vs. the cost of patronizing the theater (I'm sure it won't haha) but it's still very enjoyable. Pretty much all my content consumption now are 2000s and older films, YouTube and dare I say more and more TV+ content (Binging Foundation right now actually).
    watto_cobra
  • Reply 14 of 14
    9secondkox29secondkox2 Posts: 2,779member
    The Oscar’s keeps getting more and more lame every year. Who cares anymore. It’s a DEI checklist and even then you don’t get the actual best being voted as the best. It is a joke now. 

    as far as Apple’s efforts, they should really branch out. Most of their efforts have a formulaic feel to them, like the productions are done on a paint by number template handed to them by LA film School or something. 

    A lot of the stuff is pretty dang boring. Even the stuff that is supposed to be exciting. 

    My gf couldn’t even get through 20 minutes of “Flower Moon.” I stopped watching Foundation midway through and that was highly anticipated for me. Also, I was sooo looking forward to “Maybe Monsterverse” as at least a fun, popcorn diversion. Instead it was all about characters I couldn’t get myself to care about. A few good moments. But that was it. Morning show was good. Then season one ended and so did its charm. Shrinking was interesting - for a few episodes. Ted lasso was ok I guess? But to crass and nebulous as to which characters to care about to watch with people I care about. 

    Apple really should partner with other studios and give them creative carte blanche.  The micromanaging is not helping. 



    edited March 12
Sign In or Register to comment.