Q. How did ANORA, an independent film that cost $6 million to make, connect with audiences around the world and become a 5 x Oscar Winner?
A. Through the power of film marketing
A recent article in The Guardian highlights how Sean Baker’s Anora spent an eye-watering $18 million on marketing – three times its production budget. The result? A box office haul exceeding $40 million and a strong presence at the Oscars. Film marketing is a vital piece of any film’s journey, the creative strategy and connective tissue between a film and its audience. But beyond the headline numbers for Anora, what does this mean for independent filmmakers and the future of film marketing?
In The Guardian feature, Catherine Shoard highlights that one of the most striking elements of Anora’s campaign was its willingness to go against traditional industry norms. Instead of pouring money into conventional promotions, distributor Neon focused on grassroots engagement. From a pop-up shop in an LA car park selling film-inspired merchandise to screenings attended by sex workers instead of industry insiders, the marketing was organic and true to the spirit of the film.
This approach worked because it understood something essential: audiences, particularly younger viewers, crave authenticity. Rather than aiming for mass-market appeal through generic advertising, Anora built a community around its themes and aesthetic. The film became an experience, not just a product.
For students who want to see behind the screen and understand this fascinating, fast-paced and muti-faceted world of film marketing, the new and exciting industry-facing MA in Film Marketing at London Film School, is open for applications now.
Find out more about the new MA Film Marketing programme at London Film School here. Applications for the programme are open now to start in September 2025.