Oscar Campaign Shenanigans: Netflix’s Emilia Perez Faces Controversy

LOS ANGELES, CA — As the race for the 2025 Oscars heats up, Netflix‘s musical film Emilia Perez finds itself at the center of a controversy that threatens its success. The film, which has garnered 13 nominations including Best Picture, faced backlash after tweets from its lead actress, Karla Sofia Gascon, resurfaced, leading to accusations of racism and Islamophobia.

Last week, Selena Gomez participated in a panel discussion at the Santa Barbara International Film Festival. As she champions the film’s awards season efforts, Gascon’s remarks on social media have raised eyebrows among critics and industry insiders alike. During the discussion, Gomez expressed conflicting feelings about the recent momentum. “I’m just grateful. I live with no regrets. And I would do this movie over and over again if I could,” she stated.

Despite the accolades, including a Golden Globe win earlier this year, Gascon’s past tweets have become a liability for the film. In her acceptance speech, she remarked, “You can maybe put us in jail, you can beat us up, but you never can take away our soul, our existence, or identity.” Her comments were intended to signify resilience amid adversity, especially as trans rights faced significant scrutiny during the Trump administration.

Netflix’s chief content officer, Bela Bajaria, finally addressed the fallout, labeling it “a bummer” while insisting the awards team executed a commendable campaign. However, she hinted that they would reevaluate their strategies going forward. “There’s a lot to learn from this,” she said, emphasizing the need for adaptation in a complex media landscape.

Michael Schulman, a staff writer for The New Yorker and author of Oscar Wars: A History of Hollywood in Gold, Sweat, and Tears, weighed in on the campaign’s dynamics. He noted that while the 1999 Oscars became a turning point for aggressive campaigning strategies, Emilia Perez’s situation exemplifies how public figures are vulnerable to social media scrutiny. “Karla Sofia Gascon’s tweets came at a critical moment for Emilia Perez, solidifying its reputation as a polarizing contender,” Schulman explained.

The film’s narrative—which tackles themes of identity, transition, and drug cartels—seemed promising but faltered under the weight of social media backlash. Critics from various sectors, including the LGBTQ+ community, expressed discontent with what they deemed a misrepresentation of trans experiences. This turmoil presents a significant challenge for Netflix, pushing them to evaluate both their artistic direction and promotional strategies moving forward.

In the past few years, streaming platforms like Netflix have tried to carve out a space in the prestigious Oscar arena, resulting in multi-million dollar campaigns designed to elevate films like Roma and The Power of the Dog. However, as Schulman pointed out, Netflix has yet to clinch a Best Picture win, despite the substantial investments. “It’s a town built on a rock-solid foundation of insecurity,” he remarked, illustrating the psychological underpinnings of the industry and its awards system.

As Emilia Perez’s campaign unfolds, the challenges presented by Gascon’s tweets reveal a deeper truth: the line between art, public perception, and social responsibility remains fragile. The Oscar race promises to be filled with hurdles, but it also serves as a mirror reflecting broader societal issues, making each award more than just a celebration of cinematic excellence.