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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.