A brief history of Oscar campaigning | Digital Trends

The year? 1930. The occasion? The second annual Academy Awards honoring the best films from 1929. The verdict? Mary Pickford, then the undisputed queen of Hollywood, came out victorious in the Best Actress category, winning the Oscar for her performance in her first-ever talkie, Coquette.

Of course, the Academy does its best to limit excessive campaigning from studios, and they generally comply. Still, it wasn’t always like that, and campaigning was once one of the most interesting and celebrated aspects of the Academy Awards. Twenty-seven years later, another Oscar campaign made headlines, albeit on a more positive note. Nowadays, critics and fans look in awe at Sally Kirkland’s legendary Oscar campaign for her role in Anna. The movie, about a struggling actress whose protégé begins to shine, had little to no opportunity of achieving awards success without a studio to back it, so Kirkland took matters into her own hands.

Weinstein made a name for himself throughout the early 1990s thanks to his successful approach to marketing his smaller indie films like 1992’s The Crying Game and 1995’s Il Postino, both of which were nominated for Best Picture. Still, his greatest successes came late in the decade, cementing his reputation as the miracle worker, the man who could conjure Oscars out of any project.

Campaigning in the modern age With Weinstein’s shadow looming large, the new millennium featured more of the unhinged campaigning the disgraced mogul encouraged. New strategies emerged to push contenders over the edge and become frontrunners. Bruce Feldman, a veteran awards strategist, credits 2000’s Gladiator with introducing Q&As as a valuable tool in the path to Oscar glory; Gladiator indeed won Best Picture in 2001.

How dafuq is this a “digital trend”?

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