Conventional wisdom in Hollywood suggests that releasing a project as late as possible increases its chances of winning a major award. This explains why many Oscar contenders are released in the final months of the year, hoping to stay fresh in the minds of Academy voters when they receive their ballots in January. However, there are always exceptions to this rule. For example, “Everything Everywhere All at Once,” this year’s Best Picture winner, was released in March 2022 and still managed to maintain momentum throughout awards season to claim the Oscar.
The same principles apply to the Emmys. The eligibility window for Television Academy runs from June 1 to May 31, which is why many of this year’s Emmy-nominated series premiered in the spring of 2023. Unlike the Oscar season, there are fewer precursor awards ceremonies for television that can help keep contenders at the forefront of the race. Even the TV award components of Critics Choice and the SAGs take place six months before the Emmys.
An example of a successful Emmy strategy is Apple TV+’s “Ted Lasso.” The series first premiered in August 2020 and quickly gained an enthusiastic audience during the COVID-19 pandemic. It received 20 Emmy nominations the following year in 2021 and won the top comedy prize. The second season premiered in July 2021, just 10 days after the Emmy nominations announcement. This extended the show’s press tour into an Emmy campaign, and the critical acclaim and fan following helped it win awards for Best Comedy Series and Lead Actor in consecutive years. This continued through the 2022 Emmy season, despite the third season not being released until March 2023.
In a similar vein, FX/Hulu’s “The Bear” premiered in June 2022 and received widespread acclaim. Its second season premiered just four days before the close of the Emmy nomination voting window. The show garnered 13 Emmy nominations, and while the timing of the premiere cannot be proven to directly influence the nominations, it certainly didn’t hurt. The second season’s success also helped reacquaint viewers with nominated guest stars from the previous season.
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With Emmy campaigning minimized due to the WGA and SAG-AFTRA strikes, networks like FX and Hulu are relying on their current seasons to keep their previous Emmy-nominated iterations in voters’ minds. This is especially important for shows like “Only Murders in the Building,” which earned 11 Emmy nominations for its second season despite only receiving nominations for lead actor Martin Short and guest star Nathan Lane. With its star power, the upcoming third season may serve as Hulu’s best opportunity to remind Emmy voters of the show and its merits.
In conclusion, while releasing a project late in the year may increase its chances of winning awards, there are exceptions to this rule. The success of shows like “Ted Lasso” and “The Bear” demonstrate that a well-timed release and a strong fan base can help boost a series’ Emmy chances. As Emmy campaigning becomes more challenging, networks must rely on their current seasons to remind voters of their previous successes. Only time will tell if these strategies pay off in the 2023 Emmy season.
