This movie is one of the earliest examples of successful 'Oscar baiting' in order to maximize box office performance. When the first test screening turned out disastrous, the studio was unsure how to market a movie with such grim and depressing subject matter. As a consultant, they hired veteran producer Allan Carr, who realized that the movie would only attract an audience if it received recognition from the Academy. He gave it a very limited release in two theaters near the end of the year, for an audience of critics and Academy members, and for the period that would qualify the film for Oscar eligibility. The film was then pulled from distribution, except for a few screenings on a cable network that catered to cinephiles. When The Deer Hunter received critical acclaim as well as nine Oscar nominations, it was given a wide release and a promotional campaign that underscored the artistic success, leading to a substantial box office success. Releasing high-profile films near the end of the year to increase their Oscar chances as well as their subsequent box office potential has become standard practice since.

Film

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