The race towards the Oscars as a strategy: promotion and positioning lessons from 'Sirât'

In this gallery, Miguel Puertas, brand business manager of Treintaycinco mm, analyzes the international positioning strategy of 'Sirât', which has taken it to film festivals around the world and has allowed it to enter the race for such notable recognitions as the Oscars, the Golden Globes and the Bafta.

The nomination of Sirât to the Oscars has been received as great news for Spanish cinema, and it is. But beyond artistic recognition, this milestone also invites a broader reflection: What is behind a film that manages to reach the red carpet of the most influential awards in the world? That strategic decisions Do they allow a work to stand out in such a competitive environment?

In a global audiovisual panorama saturated with premieres, festivals and platforms, creative quality is essential, but it is no longer enough on its own. The international tour of a film like Sirât demonstrates that recognition in major awards responds to a combination of talent, planning and a well-defined promotion strategy. Understanding this process is especially useful for an industry that seeks to strengthen its presence outside its borders.

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The lessons of Sirât

one of the first learnings that can be extracted is the importance of think about promotion as part of the project from the beginning. Too often, the visibility strategy is addressed when the film is already finished, as a final and almost improvised phase. However, projects that achieve greater international impact usually integrate these decisions from early stages: a what audience you want to get there, in what circuits can fit the film and what kind of tour you want to build.

This does not mean giving up one's own identity or adapting stories to a supposed “global taste.” On the contrary, the films that work best abroad tend to be those with a clear voice and a unique perspective. The key is knowing how present that uniqueness, how to contextualize it and how to make it understandable and attractive for audiences and professionals from other countries.

It is necessary present the uniqueness of the film; how to contextualize it and how to make it understandable and attractive for audiences and professionals from other countries.

In this sense, international festivals play a fundamental role. They not only act as showcases, but also as validation and prescription spaces. The step of Sirât for him Cannes Film Festival, where he obtained the Jury Prize and was a candidate for Palme d'Or, meant a turning point decisive in its international positioning. From there, the film began a journey solid and coherent for the circuit of festivals and awards that reinforced its artistic and technical legitimation.

This journey has been supported by a wide critical and professional recognition in different territories. Sirât It has accumulated nominations and awards in some of the main European and international film awards. Its presence in European, North American and independent awards has contributed to consolidating a sustained quality narrative over time, beyond the specific impact of a single festival.

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Prescription and circuits

It is international positioning It is also reinforced by the support of a production team with extensive and proven experience in the global arena. The involvement of producers such as Pedro Almodóvar, Agustín Almodóvar and Esther García, together with professionals such as Domingo Corral, Oliver Laxe, Xavi Font, Oriol Maymó, Mani Mortazavi and Andrea Queralt, provides not only visibility, but a in-depth knowledge of festival circuits, international markets and promotion and positioning dynamics. This combination of creative talent and industrial experience It is key to accompany the trajectory of a film like Sirât and maximize its projection on the international stage.

The combination of creative talent and industrial experience It is key to accompany the trajectory of a film like Sirât y maximize your projection on the international stage.

This positioning has also translated into a strong visibility in awards season. The film has been nominated for the Oscar in strategic categories such as Best International Film and Best Sound, and has been present in the Golden Globes, los European Film Awards, los Independent Spirit Awards oh go Critics Choice, among others. Beyond the value of each recognition in isolation, what is relevant from a strategic point of view is the coherence of the whole, which reinforces the film's positioning over time and prolongs its cultural and commercial life.

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Communication, time management and professionalization: keys to success

As Sirât advances in that circuit, the communication acquires increasing weight. In the race for the big prizes, not only the work itself is valued, but also the story that is built around it. Knowing how to explain why a film is relevant today, what themes it addresses and what makes it different is an essential part of the process. This story does not replace the work, but it helps it to be understood and remembered in a context of enormous competition for attention.

Knowing how to explain why a film is relevant today, what themes it addresses and what makes it different is an essential part of the process.

Another key aspect is the time management. International awards operate with very specific calendars and with decisive moments in which visibility is multiplied. Know when intensify communication, that territories prioritize or in what events to be present It requires experience and planning. At this point, the coordination between producers, distributors, international agents and communication teams It is decisive to maximize the impact of each action.

This entire process highlights the need to continue advancing in the professionalization of international promotion within the audiovisual sector. The race towards awards like the Oscars requires specific knowledge of markets, festival circuits and prescription mechanisms. Investing in promotion should not be seen as a secondary expense, but rather as a strategic investment that can extend the life and reach of a film.

Investing in promotion should not be seen as a secondary expense, but rather as a strategic investment that can extend the life and reach of a film.

From the field of training, these types of routes are analyzed with increasing attention. In schools like Treintaycinco mm, where future professionals in the sector are trained, cases like that of Sirât become especially valuable examples to understand that contemporary cinema requires both creative talent and strategic and industrial knowledge. Understanding how these international itineraries are built is key to preparing the new generations who will have to function in an increasingly complex and global ecosystem.

Furthermore, the value of an international nomination goes beyond the specific success of a specific title. Each case of international visibility contributes to strengthen the image of Spanish cinema, generates confidence in the markets and paves the way for future projects.

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International projection, hand in hand with artistic identity

Ultimately, the case of Sirât shows that the international recognition is not incompatible with a artistic identity strong. When creative talent is accompanied by a clear, coherent and sustained promotion and positioning strategy, the chances of reaching the big awards increase significantly. Understanding this process as a natural part of project development, and not as an exception, is one of the great challenges – and opportunities – for Spanish audiovisuals in the coming years.

Supporting and accompanying this type of projects is betting on a stronger, more visible and respected audiovisual outside our borders.

Beyond the strategic analysis, it is advisable not to lose sight of what is essential: the journey of Sirât is a excellent news for Spanish cinema because it shows that our films can compete on the big international stages without giving up their identity, their creative risk or their artistic ambition. His track record in festivals and international awards not only recognizes a specific work, but also reinforces confidence in a way of filmmaking that is committed to quality, consistency and long-term vision. Supporting and accompanying this type of projects is betting on a stronger, more visible and respected audiovisual outside our borders.

Miguel Puertas

Producer and brand manager of Treintaycinco mm