A best-actress campaign can run to $5 million. There is no question that the distributor of “To Leslie,” Momentum Pictures, did not spend that. The movie itself was made for less, and Riseborough and Michael Morris helped pay for the campaign themselves. Still, P.R. firms were hired. A social-media campaign was organized. And several people worked their phones to drum up support, including McCormack and McCormack’s and Riseborough’s manager, Jason Weinberg, whose roster of clients includes some of the movie stars who endorsed the actress. “Hand-to-hand combat,” as this style of campaigning is known, is not unheard of. Everybody does it, consultants told me, but they’re usually less overt about it. “You know, it wasn’t just, ‘We’re the little engine that could,’” a seasoned strategist with a few clients in the race told me. “It was more than that.”
The thing with actors is they tend to like a certain kind of performance — big, physical and full of interesting “choices,” all of which Riseborough’s is. (Kate Winslet called it the greatest performance by a female actor she had ever seen.) The actors who campaigned for Riseborough probably believed they were simply championing an overlooked and worthy performer. Is it possible that some didn’t know they were violating regulations? Of course it’s possible. Have you seen what happens when actors come together for a cause? It can be clueless, but it is usually well intentioned. (See Gal Gadot’s “Imagine” video from the early days of the pandemic.) But in the process, they circumvented the vast Oscar machinery that has arisen since those early Miramax days.
The academy’s regulations are a bit like the Talmud: maddeningly specific in certain places — mailings about a film may include only “an unembellished, creditless synopsis” — and vague in others. There’s even a clause that basically says, Mind the spirit of these rules, as they apply to things we haven’t even thought of yet. Every year campaign strategists call the academy, asking if certain things are OK, such as menus and party invitations. If anyone with a good Rolodex could bypass this system, then what is the point of the Oscar consultants hired to navigate it?
But it also seemed to open a larger question of who the true underdog is in an Oscars race. Is it the actress without a studio or millions of dollars behind her, or the one with studio support and fewer connections? Gina Prince-Bythewood, the director of “The Woman King,” a blockbuster released by Sony, argued the latter in The Hollywood Reporter, addressing Riseborough’s nomination directly. “My issue with what happened is how people in the industry use their social capital,” she said, adding, “people say, ‘Well, Viola and Danielle had studios behind them.’ But we just very clearly saw that social capital is more valuable.” Perhaps, but surely starring in a $50 million critically acclaimed studio film is valuable too and is the entire reason that those working in obscurity make a play for an Oscar. At the end of the day, the campaign game is about finding the most compelling narrative, one that inspires people to root for you.
The academy most likely upheld Riseborough’s nomination because she didn’t personally violate campaign rules. But few expected the ruling to go any other way. Penalizing those involved with the campaign would mean a move against Hollywood’s biggest names, whom the academy needs to star in their movies and show up to the awards. “This town doesn’t move without actors,” one veteran strategist told me. “If they came down on this campaign, well, that’s an indictment of Charlize Theron, Kate Winslet, Edward Norton. But the truth is, if I did it, I would be in academy jail.”
It is worth remembering that the Academy Awards were created as a marketing device to entice people to see movies and, like football, used to air on Monday nights to boost ratings. “This is not the Nobel Peace Prize,” Lundberg told me. That doesn’t necessarily stop some Oscar winners from acting as if it is. At best, a nomination can extend the theatrical release of a film and drive more people to watch it long after it has left theaters. But it is just that: an ad created by a professional organization to sell you on movies even if — and especially as — their quality is in evident decline. “Every year, everyone talks about what a magnificent year this has been for movies,” Angellotti told me, “and the public is going, ‘Really?’”
Many of the films nominated this year are a product of the Covid years. Spielberg wouldn’t have made “The Fabelmans” if he wasn’t stuck at home, contemplating mortality and wondering which stories he hadn’t told yet. (The answer turned out to be his own.) “Everything Everywhere All at Once” had to shut down production early and film Yeoh over Zoom, which is also how Blanchett learned to conduct for “Tár.” “The Banshees of Inisherin,” filmed on remote islands with a small cast, was an especially pandemic-friendly production. Movie theaters, meanwhile, have closed faster than audiences could keep track of, and 2022 box-office numbers fell short of the year’s meager predictions. (Theatrical attendance has shrunk by half in the last four years.) All of this is a reason to ask just how much Oscars drama, this year or any other, is manufactured by the very people whose job it is to get us to watch. The Riseborough controversy, though unpleasant for those involved, has ultimately led to many more people seeing “To Leslie.” (Momentum Pictures re-released the film in select theaters.)
