The Academy Awards, commonly known as the Oscars, are one of the most prestigious and most-watched award ceremonies in the world of film. Therefore, many film studios see the Oscars as an excellent opportunity to promote not just their films, but also the studios themselves. With the popularization of social networks, this way of promoting is offering film studios enough tools to have a more successful promotion with their audiences. This paper aims to analyze posts of three selected film profiles on Twitter and the main focus that they exhibited in the time period from January 1, 2023, to March 13, 2023, when the award ceremony took place. Twitter posts of film profiles that had been nominated in the category for the best film have been analyzed using a method of content analysis. Among other things, the results of the research showed that films which focused on the award ceremony had the least success when promoting on Twitter. The promotion of products and services hasn’t negatively impacted film success for any of the movies analyzed. Research also showed that movies which had a balanced focus between film promotion in cinemas and the Oscars enjoyed more success at the award ceremonies, while movies with a predominant focus on the award ceremony had less success.