The nominations for the 83rd Academy Awards were released earlier today  with some fairly unsurprising and a few horrific entries. First of all, Christopher Nolan, has been snubbed yet again by the Academy in the Directing category for his work on ‘Inception’ following previous dismissals for ‘Memento’ (2000) and ‘The Dark Knight’ (2008). He has, however, got a nomination for Best Original Screenplay which he should surely scoop if there is any justice. Lee Smith was also left out of the editing category for his work in ‘Inception’ as well; a nomination I was almost certain he would get.
Other omissions include Andrew Garfield from the Best Supporting Actor category for his role as Eduardo Saverin in ‘The Social Network’. Even Justin Timberlake was left out of the category in favour of Jeremy Renner for ‘The Town’ despite his best campaigning efforts .
There has been a number of online advertisements, including skyscrapers and banners, bought on the website, InContention.com  such as those shown below for ‘The Social Network’ and ‘Inception’, in recent weeks to create hype for the awards ceremony. Production companies know how important nominations and awards are to the selling power of films and so campaigning in this manner is a way to not only attract the attention of awards voters, but also filmgoers too. For example, last years Best Picture winner, ‘The Hurt Locker’ had a limited run in theatres and made around $49-million worldwide against it’s $15-million budget . However, upon receiving such critical acclaim and scooping 6 Oscars at the 2010 ceremony, ‘The Hurt Locker’ went on to make in excess of $32-million just in DVD/Blu-Ray sales ; the DVD was also rereleased with adjusted packaging flaunting its awards credentials.
The online advertisements above flaunt their accolades in a bid to get noticed by voters and home-media consumers. As you can see from the image below of the Sony Pictures main website for their awards front-runner, ‘The Social Network’, critical opinions are a key part of a pictures advertising and marketing communications plan.
I believe that advertising online is by far the easiest and cheapest way for production companies to communicate with such varied audiences using such a degree of specificity. For example, the space where the advertisements are placed are accurately considered for the type of audience desired to view them as opposed to featuring on various, unrelated sites using cookies.
Below are my personal predictions for the upcoming 83rd Academy Awards. As you’ll notice, there is a certain degree of bias towards ‘Inception’ which I believe to be the best film of the year for so many reasons (most outlined in previous posts on this blog) but, for the most part, those that are predicted to be the winners are done with a relative degree of objectivity and consideration. Let me know what your thoughts are on the nominations, these predictions as well as the above considerations on award campaigning online. For more thoughts on the nominations, please visit my favourite movie blog, SlashFilm, at the link here for information, insight and discussion.
‘The Social Network’ (I wish it was Inception)
David Fincher for ‘The Social Network’
Colin Firth in ‘The Kings Speech’
Best Supporting Actor
Christian Bale in ‘The Fighter’
Natalie Portman in ‘Black Swan’
Best Supporting Actress
Melissa Leo in ‘The Fighter’
Best Animated Feature Film
Toy Story 3
Guy Hendrix Dyas for ‘Inception’
Wally Pfister for ‘Inception’
Jenny Beavan for ‘The Kings Speech’
Best Documentary Feature
‘Exit Through the Gift Shop’ by Banksy and Jamie D’Cruz
Best Documentary Short Subject
Should be Lee Smith for ‘Inception’ but he wasn’t even nominated! The award will then likely fall to Angus Wall and Kirk Baxter for ‘The Social Network’
Best Foreign Language Film
‘Biutiful’ (Spain) directed by Alejandro González Iñárritu
Adrien Morot for ‘Barney’s Version’
Best Original Score
Should be Hans Zimmer for ‘Inception’ but will probably go to Trent Reznor and Atticus Rose for ‘The Social Network’
Best Original Song
‘We Belong Together” from Toy Story 3
Best Animated Shot
Teddy Newton for ‘Day & Night’
Best Live Action Short
Tanel Toom for ‘The Confession’
Best Sound Editing
Tom Myers and Michael Silvers for ‘Toy Story 3’
Best Sound Mixing
Lora Hirschberg for ‘Inception’
Paul Franklin for ‘Inception’
Best Adapted Screenplay
‘The Social Network’ by Aaron Sorkin
Best Original Screenplay
‘Inception’ by Christopher Nolan