Has Netflix bought an award? Roma ads cost double the film

NETFLIX splurged an estimated £23million on the best-picture marketing push for Roma – double the cost of making the film.

The streaming service paid for the most expensive Oscars advertising campaign ever, with the film plastered on billboards along Sunset Strip in Hollywood.

Netflix even bought, instead of hiring, a marketing firm that masterminded four previous best-picture campaigns: for Shakespeare in Love, The King’s Speech, Spotlight and Moonlight.

Roma, a black and white Spanishlanguage film with no star names, was nominated for ten awards at last night’s ceremony. Strategist Tony Angellotti, who was promoting rival Green Book, told business magazine Forbes: ‘It’s the most aggressive campaign I’ve ever witnessed for any film.’

Netflix’s campaign sparked a backlash from those who believe that a film streamed on television should not be considered for best picture. The company was also accused of releasing Roma into a small number of cinemas to qualify for the Oscars.

Legendary director and producer Steven Spielberg told ITV News last year: ‘Once you commit to a television format, you’re a TV movie. You certainly, if it’s a good show, deserve an Emmy, but not an Oscar.

Netflix declined to comment.