Apple made history by gripping Hollywood’s most prestigious honor, as “CODA” won the Oscar for best picture at Sunday’s Academy Awards.
Apple Original Films’ “CODA,” which has a mostly Deaf cast, marks the first time a streaming service has won the best picture Oscar — with Apple TV Plus beating Netflix to the punch. “CODA” took the top prize over Netflix’s “The Power of the Dog” from director Jane Campion, which was the other leading competitor in the category.
In addition, “CODA” star Troy Kotsur won the supporting actor trophy — the first time a Deaf male actor has landed an acting Oscar, and the second Deaf actor ever to do so after “CODA” co-star Marlee Matlin won for “Children of a Lesser God” in 1986. In the film’s third win of the night, “CODA” director Siân Heder won in the adapted screenplay category.
The 3 Oscars for “CODA” were Apple’s first-ever. “CODA” also made history as the first Sundance Film Festival movie to take home the Oscars best picture prize. And it’s the first movie to win best picture without having been nominated in the directing and editing categories.
Apple is estimated to have disbursed more than $10 million on the Oscars campaign for “CODA” — more than the movie’s sub-$10 million production budget.
In the film, Ruby Rossi (Emilia Jones) is a child of Deaf adults, or CODA — the only hearing member of her family. After she discovers a passion and talent for singing, Ruby is torn between her obligations to the family fishing business and pursuing her musical dreams. Kotsur and Matlin play her parents, and Daniel Durant co-stars as her brother, Leo. “CODA” is based on the 2014 French film “La Famille Belier,” in which most of the Deaf characters were played by hearing actors.
“This is a really big moment for the Deaf community. It’s a really big moment for the disability community,” Heder said in a backstage interview on ABC’s Thank You Cam, as an ASL interpreter translated her remarks. “Marlee Matlin won an Oscar 35 years ago, and not that much has changed in Hollywood, so I want to thank the Academy for making that change. And I want to say to everyone in the Deaf community and everyone in the disability community that there’s a place for you here, your stories are important, and we need to make room. And this is one story, and let this one be the first of many, many films to come out of this beautiful community.”
Apple’s best-picture win for “CODA” at the 94th Academy Awards is obviously a major feather in the Silicon Valley giant’s cap, although Will Smith’s shocking slap of Chris Rock live TV upstaged the feat. CEO Tim Cook has avidly touted and tallied up the awards hauls for originals on Apple TV Plus. The Oscars accolades may incrementally lift Apple TV Plus subscriber numbers, but a more significant halo effect for Apple is the added clout it can leverage in competing for deals with talent and production partners.
Overall, Netflix — which has spent millions of dollars heavily campaigning for its awards hopefuls — picked up just one Oscar: Campion’s win for directing “The Power of the Dog.” That was after Netflix led the field again with 27 nominations, including 12 for “Power of the Dog” and four for Adam McKay’s “Don’t Look Up” (both of which were in the running for best picture). Apple won the three trophies after six nominations total: three for “CODA” and three for Joel Coen’s “The Tragedy of Macbeth.”
Apple acquired the rights to “CODA” for $25 million after a bidding war following its premiere at Sundance last year. The film, produced by Vendôme Pictures and Pathé, premiered on Apple TV Plus in August.
Cook has acknowledged that the tech company is prioritizing prestige over profits for its streaming originals. “We don’t make purely financial decisions about the content [on Apple TV Plus],” the Apple chief told analysts on the company’s Jan. 27 earnings call. “We try to find great content that has a reason for being.”
In a tweet Sunday, Cook wrote, “Team CODA created a profoundly beautiful movie, a story of hope and heart that celebrates our differences. Congratulations to the producers, @SianHeder, @TroyKotsur, @MarleeMatlin, @EmiliaJonesy, @DanielNDurant, @EugenioDerbez, and all involved in these historic wins! #CODAfilm.”
Leading up to its Oscars victory, “CODA” won the top film prize at the Producers Guild Awards; best-adapted screenplay at the BAFTA Awards and Writers Guild of America Awards; and best ensemble at the SAG Awards. At last year’s Sundance, it won a record four awards: the special jury award for an ensemble cast, the directing award, the audience award, and the grand jury prize.
Team CODA created a profoundly beautiful movie, a story of hope and heart that celebrates our differences. Congratulations to the producers, @SianHeder, @TroyKotsur, @MarleeMatlin, @EmiliaJonesy, @DanielNDurant, @EugenioDerbez, and all involved in these historic wins! #CODAfilm pic.twitter.com/s9ebnPaYl1
— Tim Cook (@tim_cook) March 28, 2022
In a statement Sunday night, Zack Van Amburg, Apple’s co-head of Worldwide Video, said, “On behalf of everyone at Apple, we are so grateful to the Academy for the honors bestowed on ‘CODA’ this evening. We join our teams all over the world in celebrating Siân, Troy, the producers, and the entire cast and crew for bringing such a powerful representation of the Deaf community to audiences, and breaking so many barriers in the process. It has been so rewarding to share this life-affirming, vibrant story, which reminds us of the power of film to bring the world together.”
Jamie Erlicht, the other co-head of Apple’s Worldwide Video group, added, “What an incredible journey it has been since the moment we first saw ‘CODA’ to today’s historic recognition from the Academy. It has been a true joy to witness the positive impact on humanity that this story and its performances have had worldwide. We send our warmest congratulations to Siân; Troy; the cast; the creative team; producers Patrick, Philippe, and Fabrice; and everyone who helped bring inclusion and accessibility to the forefront through this remarkable film.”
At the 2021 Oscars, Apple had picked up its first-ever nominations — “Wolfwalkers” for animated feature and Tom Hanks’ World War II drama “Greyhound” for sound — but came away empty-handed.
Netflix has won multiple Oscars, but to date, the best-picture crown has eluded its grasp. Last year, Netflix took home seven Oscars, more than any other studio. That included two each for David Fincher’s “Mank” and “Ma Rainey’s Black Bottom,” adapted from the play by August Wilson. In 2020, Martin Scorsese’s “The Irishman” was shut out at the Oscars, after receiving 10 nominations; the year before that, Alfonso Cuarón’s “Roma” won three Academy Awards, for directing, cinematography, and foreign language film.