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The Academy of Motion Picture Arts and Sciences announced Friday that it will review the way in which promotion campaigns are carried out for the Oscars, after the nomination of an actress in a small film caused surprise and sparked speculation.
“It is the goal of the Academy to ensure that the competition for the awards is conducted ethically and fairly,” the office in charge of the Oscars said in a statement sent to AFP.
The text, however, does not mention Andrea Riseborough, who surprised by being nominated for Best Actress with the small independent film ‘To Leslie’. In it, Riseborough plays a single mother struggling with alcoholism.
Directed by Michael Morris, the film had grossed $27,322 at the box office at the time of the announcement, according to BoxOfficeMojo.
But Riseborough’s work was the subject of an intense social media campaign led by stars like Edward Norton, Gwyneth Paltrow y Sarah Paulson.
“We are reviewing the campaign procedures on this year’s nominees to ensure that no guidelines were violated,” the statement explained.
Until the nomination was announced Tuesday, “To Leslie” was not among the frontrunners for the biggest film award, nor was it the subject of flashy billboards on Los Angeles’ main avenues, as is often the case during awards season.
But specialized media detailed how the actress, whose work impressed stars in the tinsel city, was catapulted at the last minute thanks to a fierce promotion on social networks, articulated in part by actress Mary McCormack, wife of the film’s director.
“We are confident in the integrity of our voting and nomination procedures, and we support genuine grassroots campaigns for outstanding performances,” the Academy said in its statement. The text adds that the review will also serve “to gather information on whether any guidelines should be modified in this new era of social networks and digital communication.”
From ‘Blonde’ to ‘Tár’: where to see the movies
Riseborough will fight for the best actress statuette with Cate Blanchett (‘Tár’), Ana de Armas (‘Blonde’), Michelle Williams (‘The Fabelmans’) and Michelle Yeoh (‘Everything Everywhere At The Same Time’).
The 95th edition of the Oscars will take place on March 12 in Los Angeles.
