How For Your Consideration campaigns lead to the Oscars

A For Your Consideration campaign is the first step to rewards glory. (AFP via Getty Images)

Marvel fans were thrilled this week to learn that Disney is pushing for Elizabeth Olsen’s hurt performance as Wanda in Doctor Strange in the Multiverse of Madness to win awards next year. The studio’s “For Your Consideration” campaign has shown that the studio hopes the jury will consider Olsen as a potential “Best Actress” winner, as the film community begins its many ballots ahead of next year’s ceremonies.

Vindication at last, fans thought, for the maligned superhero genre they believe is generally overlooked when it comes to award-winning glory. However, all is not as it seems.

Read more: The best movies of 2022

Here, we take a look at what For Your Consideration campaigns are, who they’re for, and why Hollywood will be pushing everyone to win an award in 2023 awards season.

For Your Consideration campaigns explained in 12 points

A For Your Consideration campaign has launched for Elizabeth Olsen as Wanda Maximoff in Marvel Studios' Doctor Strange in the Multiverse of Madness.  (Marvel Studios)

A For Your Consideration campaign has been launched for Elizabeth Olsen as Wanda Maximoff in Doctor Strange in the Multiverse of Madness. (Marvel Studios)

You can’t ask for votes for the Oscars. You can’t directly lobby for votes, which means studios take our commercial ads, create glossy PR packages with the words “For Your Consideration”, and invite the press to junkets to generate interest. for their nominees.

Origins of FYC. John Wayne has hired a publicist nicknamed “Bow-Wow” to promote the role of Chill Willis in The Alamo for the 31st Academy Awards. While it didn’t work, it set a precedent for ads and hosting lavish parties where voters can meet celebrities to try and sway their hand.

The evolution of FYC. After commercials like Variety, Backstage and The Hollywood Reporter, the mid-1990s saw networks send out DVD box sets for Emmy nominations. These have been reduced due to shipping and environmental costs, which has largely moved online in recent years.

Everyone does it. Warner Bros. has a site dedicated to everything from The Batman to Don’t Worry Darling. There’s even a behind-the-scenes feature with Dwayne Johnson for DC League of Super-Pets. Sites like Collider have entire FYC sections, while streaming services are particularly aggressive on spending.

Respect the rules. There’s a nine-page Oscars rulebook of what’s allowed. Digital screens must be viewed via the Academy Screening Room and cannot include features such as “the making of”. Submitters may not include quotes from reviews or calls to watch the film. Failure to comply may result in disqualification.

The producers of Shakespeare in Love pose with Gwyneth Paltrow at the 71st Annual Academy Awards.  (Photo by Steve Starr/CORBIS/Corbis via Getty Images)

The producers of Shakespeare in Love pose with Gwyneth Paltrow at the 71st Annual Academy Awards. (Corbis via Getty Images)

Spend a lot of money. It was reported that when Saving Private Ryan took on Shakespeare in Love in 1998, Miramax spent $15 million on ads. In 2019, Variety estimated that studios would now spend up to $30 million on campaigns to lobby for Oscar votes.

No golden ticket. They were upset at the 2019 Golden Globes when expensive campaigns for Vice and A Star is Born beat them both to Green Book and Bohemian Rhapsody for Best Comedy and Best Drama. Mo’Nique declined to campaign and won an Oscar anyway for Precious.

Inland Empire writer/director David Lynch was joined by a live cow as he nudged Laura Dern for awards glory.  (Reuters)

Inland Empire writer/director David Lynch was joined by a live cow as he nudged Laura Dern for awards glory. (Reuters)

Go off the beaten track. David Lynch lobbied for Laura Dern’s Inland Empire performance in 2006 with a bizarre campaign. He sat down on a chair on the corner of Hollywood Boulevard and brought a cow. There was a printed banner of Dern in the film, reading “For Your Consideration”.

Money talks. Lynch told Wired, “I don’t have any money. And I also think Academy members must be sick of seeing ad after ad costing a fortune without anyone really paying attention. Having an Oscar-winning actor or director on your resume can get you a project pick or a pay raise.

Nominated for Best Director Kathryn Bigelow for

Kathryn Bigelow and James Cameron clashed at the 2010 Oscars. (AFP via Getty Images)

Rewards ≠ money. James Cameron’s Avatar: The Way of Water could be a big Oscar winner, but needs to make $2 billion just to break even. The idea is that winning an Oscar will encourage more people to come back to see your film, which means more money.

Horror and FYC 2022. Jordan Peele’s Nope is already lobbying, with a special “For Your Consideration” trailer in hopes of following in the footsteps of the director’s win for Get Out. 2022’s cult horror hit Terrifier 2 is also begging for Oscar consideration.

It’s become a bit of a joke. There’s anger that Taika Waititi’s Thor: Love and Thunder was shortlisted for best visual effects, while many older voters say superhero and horror movies shouldn’t be nominated. Blockbuster films generally do well, but as Parasite has proven, the landscape is changing.

Watch: Brits vying for Golden Globes in 2023

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