Academy award campaigns: the evolution of PR and the film industry

2012-05-01This paper examines the evolution, strategy and practice of entertainment public relations surrounding the Academy Awards. More specifically, it addresses the art and practice of award season “campaigning.” The purpose of this paper is to not only track the progression of entertainment public relations as it relates to the Academy Awards, but to also highlight how nearly every facet of the film industry as a whole has been transformed with the proliferation of award season campaigning. Another aim is to highlight the current best practices of those employed as award season consultants and strategists. The key issues examined in this paper include the evolution of the Academy of Motion Picture Arts and Sciences, the emergence of award season campaigning, as well as the art and strategy of modern campaigning. Results reveal key individuals whose approaches to campaigning have gone on to become industry-wide best practices. Further examination has also revealed how ancillary entertainment businesses, such as award season journalism, have evolved due to the emergence and propagation of campaigning. The paper’s conclusion highlights the unknown future of campaigning due to the continuing modification of regulations by the Academy of Motion Picture Arts and Sciences. The paper also concludes that the perception of campaigning continues to be in question as critics, experts and insiders determine if the practice helps or hurts the industry as a whole