For months, the Oscar nominees shall use their charms to seduce members of the powerful academy. Evenings, lunches, private screenings, special meetings with stakeholders: the race for Oscars is not engaged only on the screens. “We can not just wait motionless as the film do the work for us,” remarked Tom Nunan, producer of Collision , awarded in 2006 by the Oscar for best film.
smile, pose for ‘selfies’, kindly respond to questions and avoid controversy: the course for the most prestigious film prize is almost as grueling a campaign. Determined to finally win his first Oscar, Leonardo DiCaprio lends itself open to the exercise this year for her role in The Revenant , as the teams behind the other big favorite movies The Big Short and Spotlight .
See the film in the best conditions
Deploying a public relations officers of army and marketing experts the major studios set in motion a real war machine. They spend even more this year there are several favorites for the best film to between three and ten million, according to the trade magazine Variety.
smaller producers, themselves, are betting on social networks, “an essential tool for all campaigns and film releases today,” said an official PR preferring to remain anonymous. To woo the 6261 members of the Academy of Motion Picture Arts and Sciences with the precious right to vote, we must first ensure they see the film in the best conditions.
Give private screenings
“the arrival of the DVD has radically changed the rules of the game” remembers Tom Nunan. “We were the first to send” the DVD with the biggest group of academy voters and “it had made all the difference”: Collision had created the surprise by winning the Oscar best Film at the big favorite, Brokeback Mountain
best recipe yet. provide members of the academy a private screening accompanied by a session of questions and answers the protagonists. “It may seem obvious, but if someone goes to see Birdman , liked the film and then meets Michael Keaton and find the friendly, he will support the vote,” says Alvar Carretero of Fuente, the public relations agency JJPR, taking the example of the winning film last year.
A spontaneous involvement
His agency, which leads including this year’s campaigns the Martian and Brooklyn , candidates for best film, has organized a lunch in a Los Angeles luxury hotel for 200 members of the academy with Matt Damon , hero of the space odyssey by guest star.
most of the actors are involved spontaneously to win votes. But some, like Daniel Day-Lewis, will woo and earn person anyway. The British actor has won three Oscars, for My Left Foot in 1990 There Will Be Blood (2008) and Lincoln (2013) . “Everything we do in campaign never guarantee victory, but it does so with the hope that the film will be seen and that the voting members speak,” admits another public relations officer.
the “acts” campaign
If the actors Eddie Redmayne, Bryan Cranston, Cate Blanchett and Rooney Mara are all campaign this year to win a statuette Sunday at the Dolby Theatre in Hollywood, strength machines promotion Leonardo DiCaprio and Brie Larson seems to eclipse their efforts.
the singer Lady Gaga, nominated in the best song category for the Hunting Ground , is not outdone . Her performance in early February of the American national anthem at the Super Bowl, the television most followed of the year in the US event, and a few days later tribute to David Bowie at the Grammy Awards ceremony are not coincidence: these are acts campaign
Rest is not expected this year controversy surprise to match that of 1999, when <. i> Shakespeare in Love won the coveted award for best film at saving Private Ryan.
the specialized press was then attributed this unexpected victory intense campaign by the producer Harvey Weinstein, one of the best strategists of Hollywood, who had bombarded the media and advertisements were charmed as individual members of the academy. At the revelation of the winner, smile filmmaker Steven Spielberg, learning that he was being overtaken, had frozen. A true moment of cinema.