Watch CODA win the Oscar for Apple TV+ (video)

In case you missed it. Cue the YouTube...

From Todd Spangler's "Apple Is First Streamer to Win Best Picture Oscar for ‘CODA’" posted late Tuesday by Variety:

Apple made history by nabbing Hollywood’s most coveted honor, as “CODA” won the Oscar for best picture at Sunday’s Academy Awards.

Apple Original Films’ “CODA,” which has a predominantly Deaf cast, marks the first time a streaming service has won the best picture Oscar — with Apple TV Plus beating rival Netflix to the punch. “CODA” took the top prize over Netflix’s “The Power of the Dog” from director Jane Campion, which was the other leading contender in the category.

In addition, “CODA” star Troy Kotsur won the supporting actor trophy— the first time a Deaf male actor has landed an acting Oscar, and the second Deaf actor ever to do so after “CODA” co-star Marlee Matlin won for “Children of a Lesser God” in 1986. In the film’s third win of the night, “CODA” director Siân Heder won in the adapted screenplay category.

The three Oscars for “CODA” were Apple’s first ever. “CODA” also made history as the first Sundance Film Festival movie to take home the Oscars best picture prize. And it’s the first film to win best picture without having been nominated in the directing and editing categories.

Apple is estimated to have spent more than $10 million on the Oscars campaign for “CODA” — more than the movie’s sub-$10 million production budget.

My take: According to the Hollywood Reporter, Apple had already spent $25 million to snag CODA in the first place. Tim Cook and Eddy Cue were there to watch their investment pay off.

6 Comments

  1. Bart Yee said:
    Nice to know Apple’s insistence on quality entertainment content is paying off. Fun to think that both Tim and Eddy were here in Hollywood / Los Angeles to watch the film get so many accolades.

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    March 28, 2022
  2. Bart Yee said:
    Three nominations, three wins. Not bad at all! And a nice shoutout to Apple TV+ and their support. Seems like a pretty good $35M investment vs paying out EU fines.

    Also, this recent report below excerpted from Wikipedia. Wonder if Apple would support this too and consider a streaming version a la Hamilton?

    “On March 23, 2022, it was reported by The New York Times that in order to keep the film’s relevance going after awards season, the film’s producers will team up with Deaf West Theatre to develop a stage musical adaptation of the film, with a creative team and production calendar yet to be announced. DJ Kurs, Deaf West’s artistic director, expressed excitement for the project by saying “As a Deaf person, I knew from the start that CODA would make a perfect musical: It addresses our relationship with music and how we move through the world of sound like immigrants in a foreign country, learning new, seemingly arbitrary rules on the fly.” Like Deaf West’s production of Spring Awakening, the musical will incorporate both signing in American Sign Language and live singing.[61]

    The report also revealed that Rousselet was originally asked in 2014 about making a stage version of La Famille Bélier prior to this incarnation, but that he and the producers wanted to prioritize making CODA and forging a relationship with Deaf West first before pursuing a stage version. Rousselet further remarked “It’s going to be a new adventure for us. But I think it has everything — the characters, the music, the wonderful environment — to make a beautiful musical.” Kotsur revealed that he hopes the musical will have its initial staging within two years, possibly hinting at his return to reprise his role as Frank in the production.[61]”

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    March 28, 2022
  3. Kirk DeBernardi said:
    You might have to check me on this, but I read a blurb somewhere this morning that the last time a film had won all categories that it was nominated for was 1932’s “Grand Hotel” (Best Picture only) oddly with the void of the common ancillary Academy nominations for directing or film editing, just as “Coda” was nominated without.

    Underdog does good.

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    March 28, 2022
  4. Rodney Avilla said:
    “Apple is estimated to have spent more than $10 million on the Oscars campaign for “CODA” — more than the movie’s sub-$10 million production budget.”

    I don’t watch the academy awards so color me naive, but I wasn’t aware that the award was something one bought. I had assumed it was something earned by, and this may sound really naive, excellent acting, screen writing, production, etc. But I have now learned, that, while those things are important, they are not, apparently, the bottom line.
    As a Apple fanboy, I am impressed by Apple investments (in movies). And someday, when Apple actually wins an Best Movie Oscar for something they did (vs bought), that joy will be even greater. And I am confident that day will come. Soon.

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    March 28, 2022
    • Robert Paul Leitao said:
      Rodney: It’s my understanding there are over 9,500 voting members of the Academy. Similar to other types and styles of awards worldwide, there’s a nominating process and then a selection process. Each year there are hundreds of movies offered for consideration for an Oscar. From that universe of films, nominations are formally made and from the nominated movies – covering many different aspects of movie creation – winners are selected. To qualify for an Oscar, CODA was actually released in a select number of theaters in the LA area for a very limited amount of time just before the end of the year.

      Promotion is necessary as part of the nomination process and through promotional efforts, voting members of the Academy are encouraged to watch the movie. Just like any promotional effort, creating a “buzz” around the movie and creating interest so as many of the voting members of the Academy of Motion Pictures Arts and Sciences as possible are encouraged to view it and support first its nomination then for the award itself is important. $10 million in promotion spend especially for a movie that was not widely distributed in theaters and was primarily debuted on the Apple TV+ streaming service was not a lot of money by Hollywood standards. This was by no means a “big budget” movie, quite the contrary. The fact that CODA won three Oscars with a limited promotion spend and no box office hype and support is quite extraordinary. In fact, until now, this had never occurred. That speaks to the quality of the movie. It was the movie and not the comparatively small promotional spend that earned the awards.

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      March 28, 2022

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