Due to the positive exposure and prestige of the Academy Awards, many studios spend millions of dollars and hire publicists specifically to promote their films during what is typically called the "Oscar season."
dˈuː tə ðə pˈɑːzᵻtˌɪv ɛkspˈoʊʒɚ ænd pɹɛstˈiːʒ ʌvðɪ ɐkˈædəmi ɐwˈɔːɹdz, mˈɛni stˈuːdɪˌoʊz spˈɛnd mˈɪliənz ʌv dˈɑːlɚz ænd hˈaɪɚ pˈʌblɪsˌɪsts spəsˈɪfɪkli tə pɹəmˈoʊt ðɛɹ fˈɪlmz dˈʊɹɹɪŋ wʌt ɪz tˈɪpɪkli kˈɔːld ðə "ˈɑːskɚ sˈiːzən."