Could an Oscar snub billboard pull in more viewers than a nomination would? Neon has the answer. The iconic independent film production and distribution company has its own iconic way of putting great establishments to shame. Whether by promoting socio-culturally crucial stories or providing a global platform to rare, incredible gems, Neon stands on business. 

Neon used its Academy Awards rejection of No Other Choice to create a humorous advertising campaign which has become a viral social media and street display.

Park Chan-wook's black comedy thriller film lost its last chance at an Oscar nomination despite receiving strong festival reviews, so Neon created their snub-above-the-rest billboard campaign to troll the systems and stress their disappointment. The billboard serves as a reminder that artistic work does not always achieve recognition through award systems; however, an Oscar nod does not define its prestige.

The psychological satire No Other Choice, directed by Chan-wook, became a popular topic throughout awards season after its North American distribution by Neon. The film made it to the Best International Feature nomination shortlist by the Academy, yet it failed to receive final nominations, which became a major industry surprise because of its positive reception and box office results.

"A Snub Above The Rest. F Your Consideration," read the billboard.

Neon used its outdoor advertising campaign to respond to the snub with a cheeky FYC (For Your Consideration) ad, which serves as a direct reference to the Academy Awards that ignored it. The billboard became an online sensation because fans and industry experts saw it as both a promotional strategy and a warning against Oscar selection procedures.

While adhering to Oscar rules does not necessarily guarantee a win, Neon has shown how independent distributors now combine promotional activities with social critique. Through their billboard campaign, they transformed an awards rejection into a public recognition event. 

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However, this cheeky billboard was not Neon's first creative campaign surrounding the movie.

Neon's innovative campaigns have consistently drawn attention to the satire that forms the heart of No Other Choice. The witty stunt follows Neon’s greater, unorthodox campaign strategies for No Other Choice.

In yet another tongue-in-cheek marketing gambit, the company deployed special screening events, which they organized for all Fortune 500 CEOs to show the corporate culture elements present in the movie. The studio posted an open letter on social media as a nod to the corporate greed and cutthroat work culture depicted in the film.

"From the unbearable weight you carry upholding your employees’ livelihoods, to the systems you strive to conquer for economic growth, to the conditions and resources you govern in times of strategic mergers and realignment — this is truly a film that speaks to you and the culture you have cultivated!” Neon's cordial invitation letter read.

The darkly comic thriller No Other Choice delves deep into its protagonist's life crisis after losing his job of 25 years and his struggle to restore his lost identity. The film stars Lee Byung-hun, Son Ye-jin, Park Hee-soon, Lee Sung-min, Yeom Hye-ran, and Cha Seung-won. The movie first opened in theaters during September 2025  and became available on VOD from February 17, 2026, with streaming platform accessibility (SVOD) scheduled for future release.

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Have you watched No Other Choice yet? Let us know in the comments.