The Intriguing World of Oscar Campaigns and Harvey Weinstein's Controversial Tactics

When the 96th Academy Awards airs this Sunday, the year’s biggest films will face off to compete for the highest honor in the movie industry.

For a movie studio, winning an Oscar is a big deal — and it’s become big business. Studios spend millions on marketing, screeners and advertising in the lead-up to the Academy’s votes for a race not unlike a political campaign. It wasn’t always this way. On today’s Big Take podcast, author Michael Schulman and Bloomberg entertainment industry reporter Chris Palmeri take us to the sweet, Shakespearean rom-com that started it all and map how it led to the overheated, multimillion dollar ad blitzes we see today.

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