The latest Up ads, found in trade papers like Variety, have made it apparent that Disney/Pixar’s For Your Consideration campaign has taken a major turn.
Remember, the big push for Best Picture? Well, Pixar finally got the coveted nomination but now the studio is pushing for the more likely win: Best Animated Feature, a category which Pixar unquestionably dominates. One of the recent ads (straying away from ‘Picture’) can be seen to the right while another features young Carl and Ellie holding hands, both with recent accolades listed.
The switch from one major goal to another makes perfect sense. Although Pete Docter’s latest is almost unanimously lauded as one of the year’s best films, the A.M.P.A.S. may not see it as equal to its live-action counterparts because… it’s animated. If enough of the Academy voting pool takes it up the ranks in Best Picture it’s also possible that they may cast a sympathy vote for something else in the Animated category which in turn would cause Up to lose in both.
So does this mean we should say goodbye to the top prize for good? Not necessarily, what has been done is just the smart and strategic move. After all, there’s still hope and time for a miracle, making Up the first animated Best Picture winner, as unlikely as that is! Final Oscar ballots aren’t due until March 2nd, 2010 so these ads will be relevant for a little under two weeks.
The 82nd Annual Academy Awards will be presented live March 7th, 2010 on ABC! Check back on Oscar Sunday for our Pixar centric coverage.
What do you think about Disney/Pixar’s target change late this awards season?
(via Awards Daily)