The phrase indicates a segment of Netflix’s marketing strategy focused on awards season campaigns. These initiatives aim to promote specific films and series to voting bodies within various awards organizations, such as the Academy of Motion Picture Arts and Sciences (Oscars) and the Academy of Television Arts & Sciences (Emmys). This promotion can take various forms, including screeners sent to voters, dedicated websites featuring content and information, and organized events to showcase the talent involved in the productions.
These campaigns are vital for generating positive recognition and prestige for the streaming service’s original content. Successful awards nominations and wins can elevate the perceived quality of the platform’s offerings, attracting new subscribers and retaining existing ones. Historically, these efforts represent a significant investment by Netflix in establishing itself as a serious contender in the entertainment industry alongside traditional studios and networks.
