Oscar bait nominated for Oscars. For that reason studios plan their Oscar promotional campaigns long before the movie is even released. It has been estimated that The Weinstein Company spent $15 million on its Oscar campaign for "The King's Speech", almost as much as was spent on the Oscar campaign of Weinstein-produced 1998 Best Picture Winner "Shakespeare in Love". Actors, too, benefit at least financially from Oscar wins. Agents and managers estimate that their clients can get as much as 20% more money for their next projects if they win an Oscar or at least received a nomination. Natalie Portman was expected
Mrs. Brown's Boys a 51% share. Its opening in the UK won 16.4% of the ratings in its Monday night slot and was received well by viewers. Despite the critical reviews, 2.9 million viewers had tuned in by the third episode. In 2011, "Mrs. Brown's Boys" was nominated for an award at the British Academy Television Awards. In February 2012, it won an IFTA for Best Entertainment Programme. At the 2012 BAFTA Television Awards, "Mrs. Brown's Boys" won the award for Best Situation Comedy, and Brendan O'Carroll was nominated for the BAFTA for Best Male Performance in a Comedy Programme but lost to