Netflix bets on 'Maestro' and Bradley Cooper to break Oscar curse in mega-dollar campaign

The 96th annual Oscar ceremony is set to take place at the Dolby Theatre in Los Angeles on March 11, 2024. The complete list of nominees will be announced on January 23 (Eastern Time). Before that, on January 8 (Eastern Time), the Golden Globe Awards ceremony will be held; these awards are often seen as a significant predictor for potential Oscar contenders. Netflix aims to secure awards in both these events, mainly banking on the film "Maestro".

"Maestro" is the newest endeavor from Bradley Cooper, who directed, co-wrote, and starred as Leonard Bernstein in the film. At 49 years old, he's hoping that "Maestro" can finally earn him the much-desired Oscar; despite amassing nine nominations, he has yet to win one. According to industry sources, Netflix, too, believes in the success of "Maestro" and has reportedly put tens of millions of dollars into the film's promotion.

"They're spending a lot of money to position 'Maestro' as a contender for the Oscar in the best film category," a PageSix source commented, suggesting that it could "break the curse". Netflix has also set its sights on the best actor, actress, and director categories.

It's widely known that the Oscars' most prestigious accolades often require significant investments in advertising and promotion. To this end, Netflix ensured "Maestro" was screened at the Venice Festival. For the film's American premiere, Netflix opted to rent the David Geffen Hall at the New York Philharmonic rather than a traditional movie theater. Experts also noted an increase in Netflix's presence in television advertising blocks—a relatively unusual move for the streaming giant.

Remember that Netflix films have received 132 Oscar nominations and secured 22 awards. However, none have achieved wins in the best film, actor, and actress categories. The movies "Roma" and "The Shape of Water" both earned Oscars for best director. Netflix has also triumphed twice in the best non-English-language film category, with "Roma" and "The Life Ahead".