Paramount, which has ramped up its Best Picture campaign for Hugo
and its 11 nominations,
has also decided to finance a big TV buy in voter-centric Los Angeles, New York and San Francisco to promote its summer blockbuster Transformers: Dark Of The Moon.
At $1.1 billion.
The ad buy in hopes of turning around the Transformers
franchise’s losing streak with the Academy. The first film in the series, 2007′s Transformers,
was nominated in the same three categories but lost each time. The second installment, 2010′s Transformers: Revenge Of The Fallen,
also came up short for its single nod in the Sound Mixing category.
A Paramount spokesperson told me the studio is stepping up Transformers’
Oscar visibility and trying to make a “big statement” about considering crafts nominations in general. For that they think emphasizing the work of the artists in TV and online spots is the best way to showcase it for Academy voters, who may not be so savvy in these areas and just tend to check off a vote for their favorite film rather than what is necessarily the most deserving achievement. Although the individual peer groups made the nominations, everyone in the Academy gets to vote for the final award. ”As you know the Academy is comprised of many branches representing the various disciplines in the filmmaking arena. Because not everyone may be an expert in sound or visual effects, we hope that this spot will encourage voters to carefully consider their choices and take into consideration the craftsmanship of each category when voting,” the spokesman said. “This is the culmination of years of hard work creating cinematic sounds and images that are now iconic — we wanted a form of Academy outreach that did that work justice and we simply felt that to see and hear it was very important.