This divide is even clearer among casual observers, those who have heard of the Oscars but do not really follow them. In this group, only 10% say nominations would make them more likely to see a film in cinemas, while 21% say they would be less likely to do so, indicating that awards recognition may deter some audiences as much as it attracts others.
Among the Oscar-engaged audience, nominations are more likely to have a positive effect. Over a third (36%) say nominations make them more likely to see a film in cinemas, compared with 16% who say they would be less likely.
The influence of nominations is clearer when it comes to watching films at home. Among all U.S. adults, 48% say a nomination would make them more likely to watch a film at home, while only 9% say they would be less likely. This effect is strongest among the Oscar-engaged audience, where 65% say they would be more likely to watch a nominated film at home, compared with 6% who say they would be less likely. Among casual observers, the uplift is more modest: 29% say nominations make them more likely to watch at home, while 11% say they would be less likely, with most saying it would not change their behaviour.
Oscar wins amplify interest to head to the cinema
Winning an Oscar can influence whether audiences choose to see a film in cinemas, but, as with nominations, the effect is not universally positive.
Among all U.S. adults, 24% say a win would make them more likely to see a film in cinemas, while 17% say they would be less likely to do so, again suggesting that Oscar recognition can be somewhat polarising when it comes to cinema viewing.