Oscar Campaigns & TheRealReal
Dive into the high-stakes, behind-the-scenes world of Oscar campaigning with "Most Innovative Companies" as host Yasmin Gagne, alongside Allie Carieri and other guests, delves into the fascinating strategies that sway Academy voters. Discover the intricacies of building relationships and crafting narratives, where high-profile events and personal engagements with voters intertwine with the glitz of Hollywood. From the star-studded brunches to the public exhibits showcasing critically acclaimed film elements, learn how these orchestrated moves play pivotal roles in securing a foothold in the Oscar race.
Understand the evolving landscape of Oscar promotions as social media influencers and historical stunts like Melissa Leo's self-funded ads for "The Fighter" enter the fray. This episode features guests like Josh Christensen and Rati Sahi Levesque, who discuss the transformation of Oscar strategies from full-page newspaper ads to viral TikTok campaigns. The conversation spans the aggressive tactics that have historically captured Academy votes and how studios sustain buzz through an array of public engagements, keeping a film’s achievements vividly in the limelight across the extended awards season.
This is a preview of the Shortform summary of the Mar 7, 2024 episode of the Most Innovative Companies
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1-Page Summary
Key topics for influencing Oscar voters
Strategies for influencing Oscar voters revolve around building relationships and crafting compelling campaign narratives. Yasmin Gagne and Allie Carieri explore these tactics, highlighting the significance of high-profile events, personal interactions, and strategic media engagement. Events like "Oppenheimer brunches," interactive exhibits, and strategically showcased items like the "Killers of the Flower Moon" costumes at the AMC play essential roles in engaging Oscar voters. Profiles and interviews in prominent magazines also foster a closer look at the star-studded relationships and collaborative efforts behind Oscar-nominated films.
Studios strategically plan numerous events and dinners aligned with guild preferences, including screenings, Q&As, and panels. Public exhibits of film elements, such as sets and costumes, keep interest piqued. Influencers on platforms like TikTok now form part of the promotion, creating direct dialogs with audiences about the movies, which may affect voting tendencies.
Release timing, film festival presence, and promotional materials like trailers and posters are all meticulously planned for maximum campaign impact. Sustaining momentum over the long Oscar season is crucial, necessitating consistent visibility despite challenges like strikes or other disturbances that might hamper typical campaign activities.
Turning audience buzz into Academy votes
Social media and influencer engagement play key roles in amplifying a film’s Oscar campaign narrative, ultimately influencing Academy voters. Influencers initiate discussions about films that can permeate voter circles, keeping the films in public conversation. Historical tactics such as full-page newspaper ads and memorable stunts have been part of Oscar campaigns, as evidenced by Melissa Leo's self-funded ads for "The Fighter" and Jamie Lee Curtis's public Oscar ambitions.
Carieri recounts the "Shakespeare in Love" Oscar campaign, highlighting its aggressive nature. Tactics like that and Leo's personal campaign underscore the effectiveness of creating intrigue to influence Academy votes. Public engagements, from attending film panels to engaging with costume exhibits, foster social media buzz and elevate a film’s visibility, potentially swaying Academy members. Intrigue, conversation, and visibility through stunts and surprises, combined with active and engaging social media presence, are powerful strategies for converting audience buzz into Academy votes.
1-Page Summary
Additional Materials
Clarifications
- Guild preferences in the context of Oscar campaigns typically refer to the specific tastes and inclinations of various industry guilds, such as the Directors Guild of America or the Screen Actors Guild. Studios tailor their campaign events and materials to align with the preferences of these guilds to increase their chances of receiving nominations and awards. Understanding and catering to these guild preferences can significantly impact a film's success during awards season.
- Melissa Leo's self-funded ads for "The Fighter" were a unique and bold move where she personally financed advertisements to promote her performance in the film. This unconventional approach garnered attention and showcased her dedication to the role, generating buzz around her Oscar campaign. Leo's initiative in funding her own ads demonstrated her commitment to standing out in a competitive field and actively campaigning for recognition during awards season. This action was notable for its departure from traditional studio-backed promotional strategies and highlighted Leo's personal investment in her Oscar campaign.
- Jamie Lee Curtis's public Oscar ambitions refer to her active pursuit and public expression of her desire to win an Academy Award. This proactive approach involved her openly campaigning and promoting herself as a contender for an Oscar nomination or win. Curtis's efforts were aimed at increasing her visibility within the industry and among Academy voters, showcasing her dedication and passion for recognition in the prestigious realm of the Oscars. Her approach was a notable example of a performer taking a more assertive stance in seeking recognition for their work in the film industry.
- The "Shakespeare in Love" Oscar campaign was a notable and aggressive promotional effort aimed at securing Academy Awards for the film. It involved strategic marketing tactics, public relations maneuvers, and various promotional activities to sway Academy voters. The campaign for "Shakespeare in Love" is often cited as a successful example of how a well-executed awards campaign can influence the outcome of the Oscars. The film ultimately won several Oscars, including Best Picture, at the 71st Academy Awards in 1999.
Counterarguments
- While high-profile events and interactive exhibits may engage some Oscar voters, others may prioritize the artistic merit and technical achievements of the films over promotional activities.
- Strategic media engagement and showcasing items like film costumes can be effective, but they may also contribute to an overemphasis on marketing rather than the intrinsic quality of the films.
- Planning events aligned with guild preferences could lead to a homogenization of campaigns, potentially stifling creativity and diversity in how films are promoted.
- The use of influencers on platforms like TikTok to promote films might not always translate to influencing Oscar voters, who may not engage with these platforms or may prefer traditional forms of film critique and discussion.
- Meticulous planning of release timing and promotional materials can be seen as manipulative, potentially overshadowing the organic growth of a film's reputation through genuine audience appreciation.
- Sustaining momentum over the long Oscar season might lead to voter fatigue, where the constant barrage of promotional material becomes overwhelming and counterproductive.
- The effectiveness of social media and influencer engagement in amplifying a film’s Oscar campaign narrative may vary depending on the demographics of the Academy voters, who may not be as influenced by these platforms as the general public.
- Historical tactics like full-page newspaper ads and memorable stunts may be seen as desperate or unseemly by some, potentially damaging the perceived integrity of the film or the individuals involved.
- Public engagements and social media buzz are not guaranteed to sway Academy members, who may view such tactics as superficial compared to their own critical assessment of the films.
- Creating intrigue through stunts and surprises could be perceived as gimmicky and may not always be received positively by voters who are looking for substantive reasons to support a film.
- An active and engaging social media presence might not be as powerful for converting audience buzz into Academy votes if the voters prioritize their own viewing experience and professional judgment over public opinion.
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Key topics for influencing Oscar voters
As the Oscars approach, insiders like Yasmin Gagne and Allie Carieri discuss strategies for swaying voters through well-planned events and crafting compelling campaign narratives.
Building relationships through events and personal interactions
Campaign strategists are employing a mix of high-profile events, personal interactions, and media engagement to build relationships and woo Oscar voters.
The importance of events, dinners, and interactive exhibits in campaigns
Yasmin Gagne points out several events happening before the Oscars. For instance, she refers to the theoretical "Oppenheimer brunches," which are typical of the campaign season. Gagne talks about how a movie display, like the "Killers of the Flower Moon" costumes showcased at the AMC on the Upper West Side, suggests that such displays are integral to the overall campaign strategy aimed at Oscar voters.
Leveraging print features and profiles to showcase relationships
Carieri highlights the importance of magazine interviews and covers for Oscar campaigns, noting that more personal interactions with the stars—such as W Magazine’s directors' photos and actors-on-actors roundtables—present intimate glimpses into the relationships and working methods behind the scenes.
Studios hire different teams for strategizing their Oscar quests, involving planning events and dinners targeting various guilds. These gatherings, which include events, brunches, dinners, screenings, panels, and Q&A's, are essential components of an Oscar-worthy campaign.
The conversation also turns to immersive exhibits, such as one for "Killers of the Flower Moon," which featured costumes, sets, props, and behind-the-scenes footage, allowing visitors to intimately experience the movie’s universe. Such public exhibits help enhance recognition and keep public interest afloat.
Using social media and influencers for direct voter interaction
The role of social media influencers is underscored by Gagne, who notices that screenings are frequented by TikTokers who actively discuss the movies, showing that influencers are an increasing part of film promotion. Carieri also speaks to the advantages of leveraging these direct conversations that influencers and TikTokers facilitate with their audiences to amplify film campaigns.
Crafting the narrative around the campaign
Strategizing the film's release timing and festival presence
Campaign narratives are carefully sculpted from well before the m ...
Here’s what you’ll find in our full summary
Key topics for influencing Oscar voters
Additional Materials
Clarifications
- Oscar campaigns are strategic efforts by film studios to promote their movies for Academy Award consideration. These campaigns involve various tactics like hosting events, screenings, and interviews to sway Oscar voters. Studios carefully plan release timing, festival participation, and marketing materials to position their films favorably. Sustaining momentum throughout the awards season is crucial, requiring consistent visibility and engagement with voters.
- In Oscar campaigns, studios organize various events like brunches, dinners, screenings, panels, and Q&A sessions to engage with voters and promote their films. These events provide opportunities for filmmakers, actors, and industry professionals to interact with Oscar voters, showcase their work, and build relationships. Additionally, immersive exhibits featuring elements from the films, such as costumes, sets, and props, offer a unique way for voters and the public to experience the movie's universe up close. Social media influencers also play a growing role in promoting films through screenings and discussions, amplifying the campaign's reach and engagement.
- Immersive exhibits in film promotion involve creating physical installations that allow audiences to step into the world of a movie. These exhibits typically feature costumes, sets, props, and behind-the-scenes footage, providing visitors with a more interactive and engaging experience related to the film. By offering a tangible connection to the movie's universe, immersive exhibits help generate buzz, enhance recognition, and maintain public interest in the film. They serve as a unique marketing tool to captivate audiences and leave a lasting impression tied to the movie being promoted.
- Social media influencers play a crucial role in film promotion by engaging with audiences directly on platforms like TikTok, Instagram, and YouTube. They attend screenings, discuss movies, and create content that reaches a wide and diverse audience. Their influence helps amplify film campaigns by generating buzz, increasing visibility, and driving conversations around the movies they promote. Studios leverage influencers to connect with younger demographics and enhance the reach and impact of their marketing efforts.
- Crafting campaign narratives for films involves strategically planning the release timing, festival presence, and marketing efforts t ...
Counterarguments
- High-profile events and personal interactions may not necessarily reflect the artistic quality of a film, and some argue that the Oscars should focus more on the merit of the work rather than the effectiveness of campaigning.
- The emphasis on events and dinners could be seen as an exclusionary practice that favors well-funded studios over independent filmmakers with limited budgets.
- While immersive exhibits can enhance recognition, there is a risk that they might overshadow the actual content and artistic value of the films they represent.
- The role of social media influencers in film promotion raises questions about the authenticity of their endorsements and whether their influence might overshadow more traditional and critical forms of film analysis.
- The meticulous planning of campaign narratives might lead to an overemphasis on marketing strategies rather than the intrinsic value of the films themselves.
- The strategy of releasing films at certain times to maintain momentum could disadvantage quality films that, due to their release date, fall out of the typical awards season window.
- The focus on maintaining visibility and momentum could lead to a homogeni ...
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Turning audience buzz into Academy votes
The discussion explores strategies to harness public excitement about films in order to influence the voting decisions of the Academy members during the Oscars.
Generating public conversation and amplification
Encouraging viewers to discuss films with potential voters
The conversation implies that utilizing social media and influencers to share actors' and directors' stories as well as the film's Oscar campaign narrative can amplify a film’s profile. Influencers and TikTokers attending screenings can kickstart conversations about movies, which may reach Oscar voters and impact their decisions. The consistent online buzz can keep a film at the forefront of public discourse, potentially swaying the votes of Academy members.
Creating excitement and intrigue via stunts and surprises
Allie Carieri recounts historical Oscar campaign tactics such as full-page ads in newspapers and elaborate stunts, specifically referring to the aggressive campaigning for "Shakespeare in Love" in the '90s. Carieri also highlights Melissa Leo’s self-funded Oscar campaign for "The Fighter" as a landmark stunt. Leo took out full-page ads featuring herself in formal wear with a simple caption, "Consider," which likely played a role in her eventua ...
Here’s what you’ll find in our full summary
Turning audience buzz into Academy votes
Additional Materials
Clarifications
- Oscar campaigns employ various tactics like leveraging social media, influencers, and stunts to generate buzz and influence Academy voters. Strategies include using influencers to share film narratives, staging stunts to create excitement, and engaging in public displays to increase visibility. Historical examples include full-page ads, self-funded campaigns, and public expressions of award aspirations to sway voters. These efforts aim to keep films in the spotlight, shaping public perception and potentially impacting voting decisions.
- Influencers and TikTokers can impact Oscar voters by creating buzz around films through social media. Their engagement with movies can reach a wide audience, including Academy members, potentially influencing their voting decisions. By sharing content related to actors, directors, and film campaigns, influencers can keep a film in the spotlight and sway Academy members' opinions. This strategy leverages the reach and influence of social media personalities to shape the narrative and perception of films during awards season.
- "Shakespeare in Love" is often cited for its aggressive Oscar campaign in the 1990s, which included extensive marketing efforts and lobbying to sway Academy voters. Melissa Leo's campaign for "The Fighter" is notable for her unconventional approach of self-funding ads that featured her in a simple yet impactful manner, which caught the attention of voters and contributed to her eventual win. These campaigns are referenced to highlight the effectiveness of strate ...
Counterarguments
- Social media campaigns may not necessarily reflect the quality of a film and could lead to a popularity contest rather than a merit-based award system.
- The influence of influencers and TikTokers might not align with the tastes and preferences of Academy voters, who may have different criteria for judging films.
- There is a risk that the online buzz could create an echo chamber effect, where only certain opinions are amplified, potentially skewing the perception of a film's merit.
- Historical tactics like full-page ads and stunts may be seen as attempts to buy awards or as forms of manipulation, which could be off-putting to some voters.
- Self-funded campaigns could give an unfair advantage to wealthier individuals or those with more resources, potentially undermining the level playing field for all nominees.
- Open expressions of Oscar aspirations could be interpreted as campaigning for personal glory rather than letting the work speak for itself, which might not ...
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