The politics of Academy ads By Kathy Tyre

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Studio execs, many of whom declined to talk on the record for this story on the politics of the Academy ad game, maintain that their primary goal with trade ads is to remind the 5,000 Academy members of their films when it comes time for nominations. But behind closed doors, everyone knows that the classic Hollywood ego-stroke is the purpose of this pursuit.
Consider this year’s Best Film nod from Paramount for Boomerang, TriStar’s Best Film campaigning for Candyman and Warner’s Best Actress support for Whitney Houston in The Bodyguard.
“With the ads, not only are they trying to generate awareness of their films for award consideration, but sending a message to the industry-the filmmaker and the star–that their studio is a good place to work and that they back their stars 100%,” said an entertainment trade magazine source.
The intricacies of the awards game are complex.


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