JAI BHIM clip on Oscars YouTube Channel gets 1.6 million views ; Critics silenced

JAI BHIM clips featured in You Tube channel of Academy's Scene At the Academy was dubbed by a section of netizens that it was a paid promotion and not an honour as made out by the Production House 2D Entertainment. Many posted on the social media that any producer who paid $ 3000 for a film shortlisted for eligibility could give 20 minutes of the clip to promote it to Oscar jury. The film's clips were not selected by the Academy and not an an honour as made out by the production house. It costs Rs 3.75 lakhs.

Many termed it as cheap marketing and misleading the public. Some even termed it scandalous. Inquiries revealed that the clips with director Gananvel breaking down the narrative for viewers is a permitted tool by Academy. “Scene at the Academy is an opportunity to create exclusive content – spotlighting the filmmaking and creative process behind the movies – for the Academy’s global members and fans,” reads the guidelines explaining the requirements to get featured under Scene At the Academy. Academy’s Marketing team may also make the content available to the public via Academy digital/social platforms. Members will receive weekly updates about new Academy Screening Room titles and content made available by studios/distributors, and other related materials uploaded by the Academy,” it says

 With + 1.6 million views within a week of its release, Jai Bhim has emerged as the most popular movie on the Oscar’s YouTube channel. In comparison , many of  the directors’ commentary of popular Hollywood movies did not get one-tenth of Jai Bhim’s total views so far.  Though there are 276 films waiting for shortlisting and to be announced on Feb 8th, very few have bothered to spend money to be on the Oscars You Tube Channel. From India, Marakkar Lion of the Sea is another entry. Those in the know feel that hiring an agency and spending money is non productive.  Sources point out that director Thomas Vinterberg’s Danish-language film Another Round, which won the Best International Feature Film at the Oscars 2021, had also featured a director’s commentary under the Scene At the Academy. This year's  Annette and Encanto, also have similar promotional materials on the Academy’s digital platforms.