Aamir Khan recently discussed the various challenges teams face when campaigning for an Oscar. While promoting Laapata Ladies, India’s official 2024 entry for Best International Feature, the actor reflected on his own experience campaigning for Lagaan in 2002. He addressed the misconception surrounding lobbying, explaining that during the Lagaan campaign, he and director Ashutosh Gowariker were only allowed to serve tea, coffee, and biscuits at the screening.
Aamir Khan and his ex-wife Kiran Rao highlighted how the landscape has evolved, noting that the process has grown increasingly complex. They pointed out that, nowadays, Academy members only commit to watching about 80% of the films assigned to them, meaning some films don’t get the attention they deserve. To stand out, Indian filmmakers often need to employ strategies like live screenings and public events.
Despite films being more accessible on streaming platforms, they emphasized that the competition remains fierce, and filmmakers must work hard to generate buzz through screenings and appearances. This means campaigning has become a significant investment, as getting selected for the Oscars depends not only on the film’s merit but also on its proactive promotion. Aamir Khan’s experience shows that a film’s chances of winning an Oscar are significantly reduced without ensuring that the right people see it, due to the tough competition in the industry.
