Oscars Endgame: Unpacking the Final Ads for ‘1917,’ ‘Parasite,’ ‘Jojo Rabbit’ and More

AWARDS BEAT

“Once Upon a Time … in Hollywood” and “Jojo Rabbit” have gone with new angles, while other films are sticking with the imagery that got them this far

Oscar voting ends on Tuesday, only six days after it began thanks to the earliest-ever edition of the Academy Awards. With less time than ever before to make a final impression, and some awards campaigners are sticking with their ad strategies while others are tweaking the message to lure voters in the homestretch.

You used to be able to see these battles waged on billboards along the Sunset Strip in West Hollywood — but since Netflix bought many of those signs, that stretch of road plays more like an indicator of the streaming service’s priorities than a real Oscars battleground. Granted, Sony has a billboard for “Little Women,” Warner Bros. has one for “Joker” and Disney has used the side of a building that always sports the studio’s ads for “Ford v Ferrari” from Fox, which is now owns — but those pale next to the eight Netflix billboards for “The Irishman,” five for “Marriage Story” and two for the documentary “American Factory,” along with single billboards for “The Two Popes,” “I Lost My Body” and “Klaus.”

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Steve Pond

Steve Pond

Awards Editor • steve@thewrap.com • Twitter: @stevepond