Duncan Riley’s Inquisitor website fell into the amateur’s trap yesterday. Duncan went for the easy laugh criticising Disney pushing High School Musical 3 for Best Picture Oscar. What a sloppy piece of writing.
Most movies with a “For Your Consideration” ad in “the Trades” are contractually obligated by the talent contracts. Neither Disney, AMPAS members (the Academy), the Producers, Director or above the line talent expect to win an academy award except for possibly a music or technical award.
What the “For Your Consideration” campaign does is enhance the reputation and hence the careers of the professionals who made one of the most profitable movies of 2008. Disney is “in business with” these people. Disney may appear to be an impersonal factory turning out tween entertainment and merchandising, but those people produce those products. And all else being equal a “For your consideration” campaign also tells the rest of Hollywood that those people are players.
All this marketing is designed to make it easier for the talent to do their next picture with Disney.