When the 96th Academy Awards airs this Sunday, the year’s biggest films will face off to compete for the highest honor in the movie industry.

For a movie studio, winning an Oscar is a big deal — and it’s become big business. Studios spend millions on marketing, screeners and advertising in the lead-up to the Academy’s votes for a race not unlike a political campaign. It wasn’t always this way. On today’s Big Take podcast, author Michael Schulman and Bloomberg entertainment industry reporter Chris Palmeri take us to the sweet, Shakespearean rom-com that started it all and map how it led to the overheated, multimillion dollar ad blitzes we see today.