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The Guardian - UK

Entertainment

Catherine Shoard

T-shirts, thongs and perfect twerking: Anora spent $18m on marketing – three times its budget

Anora Bob Dylan Neon Sean Baker Dante

Knickers in a twist … an Anora thong. — Knickers in a twist … an Anora thong. Photograph: Neon

The extraordinary success of Sean Baker’s sex worker romance at the Oscars on Sunday has left many gawping at the campaigning nous of indie distributor Neon, who released the film in the US.

Five years ago, they propelled another Palme d’Or winner at Cannes, Bong Joon-ho’s Parasite, to an Oscars landslide. The price-tag on that victory, as well as all the marketing and press tours costs for the film, was $20m (£15.5m).

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