By Steven Zeitchik
Our phone's been ringing off the hook ever since the ol' AMPAS crew decided to go with the everyone's-a-winner mentality. Mostly that's been awards publicists pitching their movies as best-pic contenders -- "It doesn't matter if you haven't seen any of them, you have _ten_ movies to choose from." But it's also been consultants hashing out what this means for the awards business. A few nuggets:
-- To Trek or Not to Trek. The conventional thinking is that this opens up the field to a few tentpoles, because those were the ones just missing the cut before. But there's a whole other category that was getting overlooked: the movies pigeonholed simply as "performance" pictures (From last year, "The Wrestler" comes to mind.) Those type of generally overlooked specialty pics may just as likely crowd out the Star Trek and generally overlooked tentpole pics. Plus when it comes to said big-budgeters you can change rules, but you can't change perception. If something wasn't seen as a contender before, the idea that there are a few more lines on a voting sheet probably won't change that. There's always a dark drama to fill the void.
-- Studio Revival. The studios have done their damnedest to get out of the awards business. But the awards business just keeps pulling them back in. Despite most lots' success in not spending much on awards (Paramount and Ben Button excepted), they may now be roped back into the glitz, the glamour, the absurd overspending. Which leads us to...
--Vanity just got Vainer. Under the old system, certain stars -- ahem, Will Smith, ahem -- tended to get campaigns just because studios wanted to keep them happy. In the past, that meant the star's reps made a push, the studio made a nominal effort, and that was that. But the ten slots for best pic means reps -- obviously for directors and producers, but also for stars -- now have a lot more leverage. They can say, sure, so-and-so had no chance under the old system. But the new one? It's a lock. The end result could be a proliferation of futile campaigns of the sort we haven't seen since Michael Dukakis.
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