The Oscars are as much about perception as they are about talent, and Netflix’s handling of Emilia Pérez star Karla Sofía Gascón’s social media history has put their awards campaign in jeopardy. Despite Emilia Pérez receiving 13 nominations, including a historic nod for Gascón as the first openly trans acting nominee, old tweets resurfaced that contained controversial remarks on topics ranging from Islam to George Floyd to Oscars diversity. The oversight has sparked questions about Hollywood’s vetting process and its approach to managing PR risks.
A Preventable Controversy
The industry has seen its fair share of social media scandals derail awards campaigns, from Kevin Hart’s resignation as Oscars host to Disney firing (and later reinstating) James Gunn over past tweets. In Gascón’s case, Netflix and the film’s producers failed to conduct even basic social media screening, a process that costs significantly less than the multimillion-dollar investment in Oscar campaigns. Experts argue that Gascón, being a groundbreaking nominee, was always going to face increased scrutiny—making the lack of due diligence even more puzzling.
Hollywood’s PR Blindspot
One reason for this lapse may be Hollywood’s tendency to assume certain individuals are “safe” from backlash. As one strategist noted, some industry insiders believed that because Gascón is part of the LGBTQ+ community, she wouldn't fit the profile of someone whose past remarks would be problematic. This assumption, however, ignores the broader reality that anyone can face backlash for controversial statements, regardless of identity.
The situation mirrors past industry missteps, such as The Birth of a Nation director Nate Parker’s resurfaced sexual assault allegations, which derailed the film’s Oscar campaign in 2016. Similarly, Jonathan Majors’ legal troubles led to Disney shelving Magazine Dreams. These cases illustrate that Hollywood’s vetting process remains inconsistent, often leaving studios scrambling for damage control after the fact.
Damage Control and What’s Next
Following the backlash, Gascón deactivated her X (formerly Twitter) account and issued an apology, stating, “I am deeply sorry to those I have caused pain.” But will that be enough? PR experts suggest that the rest of the Emilia Pérez cast and crew may need to distance themselves from Gascón to contain the damage.
Meanwhile, Netflix finds itself in crisis mode. The company has long struggled to secure a Best Picture Oscar win, and the Emilia Pérez controversy may give voters a reason to look elsewhere. As one strategist put it, “You want people to feel excited about their choice, not ashamed.”
This incident underscores a harsh reality for Hollywood: in the age of social media, past mistakes don’t stay buried. If studios and streamers want to avoid future controversies, they must take proactive steps in vetting talent before investing in costly awards campaigns.
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Source: Variety
Photo Credit: Netflix
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