When it comes to Hollywood film awards season, print still matters.
Hoping to inject some momentum into the final balloting phase for the Oscars, which begins tomorrow and ends February 19, Columbia Pictures has turned a ton of PR cash into a poly-bagged extra for today’s editions of Daily Variety. You know it’s a major bit of marketing when it gets its own in-house blog item:
The 38-page, full-color bound booklet features a kudos roll call, critical praise and screenplay excerpts, as well as director Kathryn Bigelow’s Los Angeles Times op-ed defending the film’s depiction of torture.
The final words on the back page are a quote from Michael Phillips of the Chicago Tribune: “A movie that will endure.”
Variety may have lost an Oscar weekend charity event sponsorship to its cross-Curson rival, but as far as hard-copy FYC materials, it appears on this particular day to be king.