Live broadcasts of the Oscars, promotions and themed experiences define the strategy venues are using for cinema's biggest awards night, which takes place this coming Sunday (15)
The broadcast of the Academy Awards, the world's leading film awards ceremony, also drives business at bars and restaurants in Brazil. With the ceremony set for this coming Sunday (15), venues in different cities are preparing special promotions to attract customers and turn the night into a collective entertainment experience.
Between live broadcasts, promotions and themed menus, the strategy aims to tap into the public's interest in the awards and create moments of interaction among customers.
A movie theater experience inside the bar
In Porto Alegre, Spoiler Bar is betting on turning its space into a true celebration of cinema. The event has been part of the venue's lineup since its first year in business.
“Ever since we opened the bar nine years ago, we have broadcast the Oscars. Spoiler's theme has always been closely tied to series and movies, so it made perfect sense to bring that experience into the restaurant,” explains co-owner Taiane Panizzi.
Over the years, the broadcast has established itself as an event the public looks forward to. According to her, interest has grown even more recently, especially with Brazilian productions among the nominees.
“At first, the demand came mostly from film buffs, but it grew a lot last year, when we had a Brazilian movie in the running. That sparks curiosity and makes more people want to follow the awards,” she says.
To recreate the atmosphere of the ceremony, the bar puts together a special setting and runs activities with the crowd.
“We put down a red carpet, hire professional photographers and run a betting pool on who will win each category. We will also have a best-look-of-the-night contest, with prizes for anyone who comes in costume,” she says.
The menu also gets into the spirit of the awards. Neste ano, o bar criou produtos inspirados em filmes indicados e em artistas que participam da cerimônia.
“We created themed cocktails and dishes inspired by the productions in the running. We will also have a drink in honor of Wagner Moura,” says Taiane.
During the ceremony, the crowd follows every announcement with anticipation. If one of the movies being celebrated takes home a statuette, the celebration is collective.
“When a movie we are celebrating wins a category, we ring a bell, the whole bar cheers and we offer a complimentary round to everyone taking part in the event,” she says.
Promotions for those watching at home
While some establishments are betting on live broadcasts, others are focusing on the audience watching the ceremony at home. In Salvador, Pizza Supreme has prepared a special promotion for Oscar night.
During the event, every order placed through the pizzeria's website comes with a complimentary 20-centimeter dessert pizza.
According to the brand's executive director, Jonatan Alencar, demand is expected to rise during the awards ceremony.
“Whenever there's a global event that keeps a lot of people at home, our demand tends to grow. With promotions and dates like these, we've already seen increases of around 30% in orders,” he says.
The promotion also taps into an important local factor: the presence of Bahian actor Wagner Moura among the ceremony's highlights.
“When someone from Bahia goes this far and stands out on a stage like the Oscars, it stirs the pride of everyone here. Since Pizza Supreme is also a Bahian brand, it made perfect sense to join in the celebration,” he explains.
According to Alencar, the buzz around local artists tends to generate engagement in the city.
“Salvador has a very strong sense of belonging. When a Bahian artist earns international recognition, the city follows along, roots for them and celebrates together,” he says.
Culture and entertainment drive the industry
For bars and restaurants, cultural events like the Academy Awards represent an opportunity to connect entertainment with the dining experience.
Beyond boosting traffic, initiatives like these help create moments of interaction with the public and strengthen the identity of the establishments.
“Events like this bring people together and create a different experience inside the bar. We believe it's also a way to celebrate cinema and encourage more people to take an interest in culture,” says Taiane.
For those who prefer to watch the ceremony at home, promotions tied to major events also drive delivery orders.
“This kind of promotion attracts new customers and strengthens the relationship with those who already know the brand. In the end, the idea is to turn a moment people are going to experience anyway into something even more special,” concludes Alencar. A survey by Abrasel points to optimism in the industry: establishments that will broadcast the ceremony expect to bring in 10% to 50% more than on a Sunday n
