Neon, the indie film distributor, has once again proven its knack for Oscar success, this time with Sean Baker’s Anora, a film about a sex worker’s whirlwind romance. The movie’s big win at the Oscars has left us all in awe, not just for its cinematic experience but also for Neon’s high stakes unconventional marketing strategy. This wasn’t Neon’s first rodeo though. The company had previously helped Parasite (2019) make history at the Oscars, spending around $20 million on its awards campaign.
For Anora, the approach was different. Instead of courting critics and industry insiders, they tapped into the film’s Gen Z appeal and grassroots charm. One of their biggest moves was a pop-up merch shop in an LA auto repair yard, where 300 eager fans lined up hours before opening. The limited-edition Anora merchandise, racy “Little Wifey” thongs for $15, cheeky slogan T-shirts, and retro-style posters quickly became collectibles. Rather than courting Academy members with lavish screenings, Neon filled early showings with sex workers, ensuring buzz that felt authentic to the film’s subject matter.
This gamble paid off. Anora not only outperformed competitors like The Brutalist, Conclave, and A Complete Unknown but also tapped into a younger, more diverse Academy voter base. When traditional Oscar contenders relied on old-school prestige, we can clearly say that Anora thrived on cultural relevance and digital virality.
Financially, the risk was worth it. The film, made for just $6 million, has already crossed $40 million at the box office, with lucrative streaming deals on Apple and Amazon expected to push profits even higher. Meanwhile, rivals took more conventional routes. A24’s The Brutalist released understated merch, while A Complete Unknown banked on premium fashion collaborations, selling a $1,200 Dylan-inspired jacket and $12,895 Triumph motorcycle.
Neon’s strategy shows us that an Oscar campaign isn’t just about prestige but also about creating a movement. And with Anora, they didn’t just sell a film. They sold a cultural moment.
Rahul’s casual dismissal of that controversy has added fuel to the fire
Rahul Bhatt sparks controversy over 'insensitive' remarks about sisters Alia and Pooja Bhatt
Rahul Bhatt, fitness trainer and son of veteran filmmaker Mahesh Bhatt, has found himself at the centre of a social media storm following controversial remarks about his half-sister, Alia Bhatt. In a recent interview, Rahul drew comparisons between Alia and their older sister Pooja Bhatt, calling the latter more talented, attractive, and principled.
The comments, which many have labelled inappropriate and insensitive, have sparked widespread criticism online. During the interview, Rahul stated, “In my opinion, she (Alia) is not even half of what my real sister Pooja is. Not in talent, not in looks, not in terms of being sexy. In front of my sister, she is ‘paani kam chai’ (watery tea). Amongst the siblings, the most talented and the most moralistic is Pooja.”
Social media users reacted strongly, questioning why Rahul would compare his sisters in such personal terms. Several users were particularly disturbed by his reference to their appearance and sex appeal, pointing out that such comparisons within a family cross boundaries of propriety. One comment read, “This is disturbing. Why talk about your sisters like that? It’s not just weird, it’s wrong.” Another post said, “There’s nothing respectful about comparing your siblings’ attractiveness in public.”
The backlash also reignited conversation around a decades-old controversy involving Mahesh Bhatt and Pooja Bhatt. Rahul was asked about the infamous 1990s magazine cover where the father-daughter duo shared a kiss, which had stirred public outrage at the time. Dismissing the criticism, Rahul said, “It doesn’t make any difference. It’s like water off a duck’s back. We know the truth, and we’ve seen everything since childhood.”
Rahul’s casual dismissal of that controversy has added fuel to the fire, with critics saying it reflects a broader issue of the Bhatt family being insensitive to public perception and boundaries. Many users questioned the need for bringing up old incidents in a bid to defend new and equally questionable statements.
As of now, neither Alia Bhatt nor Pooja Bhatt has issued any public response to Rahul’s remarks. Both actors, known for their significant contributions to Indian cinema, have typically kept family matters private despite living in the public eye.
This episode has also sparked debate over the role of public figures in maintaining respect when discussing family matters in the media. Observers say such comments, especially when involving women’s appearance and personal qualities, reinforce problematic attitudes and fuel unnecessary controversies.
While Rahul Bhatt is not as prominent in the entertainment industry as his father or sisters, his comments have made headlines and placed the Bhatt family in the spotlight for reasons beyond their creative work. For many, this serves as a reminder that public platforms come with responsibility, and that family ties should not be trivialised or dissected for attention or comparison.
The backlash is unlikely to subside soon, especially as fans and followers of Alia and Pooja continue to express disappointment over the way the situation has unfolded. Whether or not Rahul chooses to clarify or apologise remains to be seen.