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Why can winning an Oscar increase a film's box-office income?

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Director Sir David Lean sits atop a ladder beside a film camera, surrounded by crew and equipment on the set of Doctor Zhivago (1965) under a blue sky. — film David Lean (sitting atop a ladder) during the filming of *Doctor Zhivago* (1965).

Winning an Academy Award can significantly increase a film's box-office income by providing international recognition and prestige that serves as a powerful promotional tool.12

While the Academy of Motion Picture Arts and Sciences originally intended the Oscars to be modest peer-group citations within the Hollywood industry, the awards evolved into a major cultural event. As media coverage of the ceremony grew, the public began to view the Oscar as a mark of quality, which directly influenced consumer interest. Consequently, winning an award—particularly in the best picture category—acts as a vital marketing asset, helping to drive ticket sales and increase the commercial success of the winning film.12