Once again, the Oscars have crept up on us. It’s the ultimate award ceremony for us celebrate the talent and achievement of those in the film industry. Or is it? Year after year there is speculation on which films/directors/actors etc. didn’t make the cut or got ‘snubbed’ from being nominated, as well as questions of how certain films were even considered for awards. Last year, Greta Gerwig losing best director for Barbie was a surprise to many. This year, no nominations for Daniel Craig in Queer also came as a shock. And perhaps the question on everyone’s lips, “How did Emilia Pérez get nominated for 13 Oscars?” This convoluted crime movie musical that follows a morally dubious trans woman in Mexico, although apparently revered by the academy, has been slandered by movie geeks, queer and trans people, and Mexican people all over social media. This disparity between the academy’s opinions and the general public’s has existed for years. And with every year this disagreement continues, the Oscar’s viewing numbers plumet. In fact, every year since 2014, the Oscars have lost viewers. Why? Are the Oscars well and truly dying?  

The Oscars were in their prime from their first show in 1929 to the late 50’s/60’s. Something we can observe as prevalent from most adults in this time period is an enthusiastic compliance with the status quo, with values of conformity and objectivity. So, if ‘big, rich Mr Movie Man’ told you this movie was the best, you’d be inclined to agree. There was objective knowledge about “high art” that you, the lowly commoner, could not understand. In recent decades, this narrative has been shattered. Subjectivity, especially in art, the importance of personal opinion and celebrating the diversity of those opinions has been bursting from the seams of modern Western culture. The significance of subcultures have grown alongside these values of plurality and subjectivity. Since we all have the capacity to hold valid opinions, why is the academy’s any more important than mine? So, you don’t have to like Emilia Pérez to be a “good” judge of film! Hoorah!  

However, these movies are voted on by the Academy of Motion Picture Arts and Sciences. That’s over 10,000 experienced actors, directors, sound designers, costume designers and basically anyone involved in the film industry. These aren’t just your armchair, bourgeoise types, these are real, involved, accomplished professionals. It would be somewhat naïve to deny that these individuals know more than you, who watches a film at the Odeon once every few months. So, maybe you should like Emilia Pérez. Or if you don’t, there’s something you’re not understanding.  

Are the Oscars well and truly dying?  

But! The plot thickens! We’ve failed to realise that almost all the actors, directors, and those behind the scenes are best mates! The same way you might ask your friends to vote for you in the JCR elections, voters are inevitably inclined to vote for their closest industry peers. So, it’s really just a popularity contest? That’s not it! There’s something called a ‘For Your Consideration’ Campaign. This is a marketing campaign aimed at Academy voters in order to promote their films and ask that voters consider their film for nominations. This might seem harmless on the surface, but thousands and thousands of dollars are spent on these campaigns. We are talking on average 10 million dollars spent by each studio on advertising for the Oscars.

Why? Because being nominated for an Oscar not only gives everyone involved a sense of prestige and affluence, particularly for future projects, but movie profits skyrocket. Actually winning the Oscar makes less of a difference, but to be nominated is monumental. “How much money was spent on the Emilia Pérez campaign?!” I hear you call. Well, Netflix purchased Emilia Perez’s distribution rights for $12 million. It is estimated that their FYC Campaign cost several times that. Insane. But it’s all making a little more sense now. The Oscars today might be a bit of a popularity contest, but first and foremost, it is a business strategy – a competition for profit. A product of late-stage capitalism where commercialisation is more important than the art itself. And, want a not-so-fun fact? Harvey Weinstein led one of the first FYC campaigns in 1998, stopping the now cult classic “Saving Private Ryan” from winning.  

So, watch Emilia Pérez and keep film alive! Generate your own opinions and decide if you loved it or hated it. And tell the world about it if you must. But know that the only real thing that the Academy knows more than you, is money.  

Image: Prayitno via Wikimedia Commons