Nominations for the 89th Academy Awards will be announced on Tuesday, and movie marketers will be ready to pounce with ads that try to coax more people into seats: The establishment is swooning! Get to a theater!
It works. Research indicates that Oscar nominations often result in tens of millions in additional ticket sales, particularly for little-seen art-house films.
Among the movies counting on awards attention to find a bigger audience is “Moonlight.” Seen as a leading contender for best picture, this euphorically reviewed drama about a young black man in Miami started strong but has stalled. It has taken in about $15.8 million over 14 weeks.
For “Silence,” Martin Scorsese and Paramount desperately need the academy to help their slow-burning drama from becoming a financial washout. Costing $50 million to make, “Silence,” a passion project for Mr. Scorsese as director, has collected $5.2 million since its arrival on Dec. 23.
“Lion,” a tear-jerker set largely in India, is a Weinstein Company film that has earned $16.4 million — a solid result for an art film of its type but still a long way from Weinstein awards hits in recent years. (Another Weinstein movie, “The Founder,” about the start of the McDonald’s fast-food empire, arrived to $3.4 million in ticket sales over the weekend.)
“20th Century Women,” a comedic drama about a quirky mother (Annette Bening) in the late 1970s, has taken in $2.3 million. An Oscar nomination for Ms. Bening would help give it momentum.