New rules: Academy gets serious over Oscar parties, screenings and social media
The Academy of Motion Picture Arts and Sciences released the official rules for "promotion of films eligible for the 84th Academy Awards" (i.e., Oscar campaigning) today and there were some interesting changes.
It was expected the Academy would crack down on some of the events that skewer the line between Oscar promotion and, say, home video or theatrical release promotion (such as Sony Picture's "The Social Network" home video event last year), but that didn't happen. Instead, the Academy set some clarifications and opened filmmaker access to some screenings for nominated pictures in a big, big way.
As noted in the AMPAS release, "Prior to the nominations announcement (January 24, 2012), there are no restrictions on screening events to which Academy members may be invited. These events may include the live participation of individuals involved with the film (Q&A panel discussions, etc.) as well as receptions with food and beverage. After the nominations have been announced, Academy members may continue be invited to screenings that have filmmaker participation elements but receptions are not permitted. While there is no restriction on the total number of screenings of a particular movie, no one individual from the film can participate in more than two panel discussions. Previously, Academy members could not be invited to any screening event that included live participation of the filmmaker(s) or a reception either before or after the nominations had been announced."
The fact that studios can now hold their own screening events not under the guise of guild screenings or by third parties is pretty substantial. They can clearly go after just Academy voters if they want and, moreover, can drop having to participate in third party screening series such as the Variety or Envelope staples (ouch). Chances are they won't, but those series are certainly no longer mandatory to try and get at voters. Additionally, the "no restrictions" part of the screening events is quite extraordinary. Does that mean DreamWorks can hold an Academy screening of "War Horse" at the Walt Disney Concert Hall? Can The Weinstein Company have an Academy screening of "The Iron Lady" at the United Nations in New York? Could a studio buyout the Landmark or the Arclight for a week before nominations for non-stop Q&A's and screenings for their potential films? According the new rules, yes, yes they can...if the studios want to spend that money.
Oh, me. Oh, my.
The other distinction here is that studios can now use talent more effectively to help lock down a win during the post nomination period. Whether that will help secure a win in the major categories remains to be seen. Most voters have seen all the films already and as we've learned over the past two years, scandals or controversy ("The Hurt Locker" producer, Melissa "Consider This" Leo) have had little effect on the final results because most members send in their ballots within the first two weeks. However, if the studios are smart, they could use these screening events to push some of the secondary categories where the overall membership may not have as passionate a pick in mind such as cinematography, original score, costumes, make-up, editing, etc. Considering "talent" can only appear at two screening Q&A's this might be the smartest use of their time. You can be sure though, that the first two weeks of final campaigning will be packed with events in theaters as large as possible to get as many members in as possible.
The Academy is still allowing for digital downloads and screeners, but you can are argue by opening the floodgates for special screenings they will encourage members to view the contenders in the manner which they were intended, on the big screen.
Oh, but if you aren't having a screening or in the Oscar club, well, that's the bad news. As noted in their press release, "Additionally, after nominations are announced and until final polls close, members may not be invited to or attend any non-screening event that promotes or honors a nominated movie or individual nominee. Nominees themselves are also prohibited from attending such events. Academy-sanctioned events and awards ceremonies presented by the various guilds, critics groups and other organizations are exempt." The "other organizations" is where the Academy gives themselves an "out," but this is meant to cut down on private circuit parties held by members at member homes to push a candidate.
Additionally, the AMPAS made some noise on the social media front effectively banning negative campaigning on such platforms. This is a bit odd since it's hard to find any studio who blatantly campaigned against another studio's nominees on twitter or facebook, but it may be a warning over negative tactics overall. Here's their exact wording from the official rules: "Ads, mailings, websites, social media (e.g., Facebook and Twitter) or any other forms of public communication by anyone directly associated with an eligible film attempting to promote a particular film or achievement by casting a negative or derogatory light on a competing film or achievement will not be tolerated. In particular, any tactic that singles out "the competition" by name or title is expressly forbidden. Academy members that violate this Rule 16 will be subject to a one-year suspension of membership for first-time violations, and expulsion for any subsequent violations."
The "any other forms of public communication" is the kicker here and no doubt has a very broad definition. Watch your E-mails members.
This pundit's favorite rule, and one I believe the Academy will be very sensitive this year, is #14, "Telephone Lobbying." It's been banned for sometime, but with the stakes so high with the new 5% rule to land a best picture nominations, it's going to be hard for some members, campaigners and filmmakers to control themselves.
In any event, if Wolfgang Puck catering hasn't gone public, they might consider doing so now. They are going to be much busier than normal this season.
A full list of this year's rules are available here.
For year round entertainment commentary and award season news follow Gregory Ellwood on Twitter @HitFixGregory.
1997 | Crime | RSummary: Quentin Tarantino adaptats an Elmore Leonard novel into this story of a few increasingly desperate people scraping to get by. It has deep soul, a wicked sense of humor, and Samuel L. Jackson, Robert De Niro, Pam Grier, and Robert Forster.Director: Quentin Tarantino
Cast: Pam Grier, Samuel L. Jackson, Robert Forster
2013 | Comedy | NRSummary: Insanely funny comedy show created by Amy Schumer, who stars in brilliantly funny sketches about sex, city living, dating, and friendship.Director: Daniel Powell, Amy Schumer (creators)
Cast: Amy Schumer, Kevin Kane, Mike Houston
1993 | Sports | PGSummary: Emotionally powerful sports classic featuring Sean Astin as a skinny high school kid with big football dreams and the determination to make his way towards his dream team at Notre Dame.Director: David Anspaugh
Cast: Sean Astin, Jon Favreau, Ned Beatty
2013 | Drama | RSummary: Leonardo DiCaprio and Jonah Hill have boundless energy in the story of a real-life commodities crook who earned millions through scummy small-time stock trades.Director: Martin Scorsese
Cast: Leonardo DiCaprio, Jonah Hill, Margot Robbie
2007 | Comedy | PGSummary: Newlyweds Nick (Ice Cube) and Suzanne (Long) decide to move to the suburbs to provide a better life for their two kids. But their idea of a dream home is disturbed by a contractor (McGinley) with a bizarre approach to business.Director: Steve Carr
Cast: John C. McGinley, Ice Cube, Nia Long, Aleisha Allen
2008 | Science Fiction | PGSummary: Animated series continues the story of Obi-Wan Kenobi and Anakin Skywalker as they battle the Emperor Palpatine, Count Dooku and General Grievous, but also takes time to explore other smaller characters in the Star Wars universe.Director: George Lucas (creator)
Cast: Tom Kane, Dee Bradley Baker, Matt Lanter
1995 | Mystery | NRSummary: Denzel Washington plays an out of work WWII vet who takes the wrong job and is soon neck-deep in a mess of politics, murder, and jazz in '40s Los Angeles.Director: Carl Franklin
Cast: Denzel Washington, Tom Sizemore, Jennifer Beals
2013 | Thriller | RSummary: Based on the true story of Daniel Lugo (Mark Wahlberg) a Miami bodybuilder who wants to live the American dream. He would like to have the money that other people have. So he enlists the help of fellow bodybuilder Adrian Doorbal (Anthony Mackie) and ex-convict, Christian bodybuilder Paul Doyle (D...Director: Michael Bay
Cast: Mark Wahlberg, Dwayne Johnson, Anthony Mackie, Tony Shalhoub
1996 | Crime | RSummary: Jerry, a small-town Minnesota car salesman is bursting at the seams with debt... but he's got a plan. He's going to hire two thugs to kidnap his wife in a scheme to collect a hefty ransom from his wealthy father-in-law. It's going to be a snap and nobody's going to get hurt... until people start ...Director: Joel Coen, Ethan Coen
Cast: William H. Macy, Frances McDormand, Steve Buscemi, Peter Stormare
Let Streaming Genie help you.