Beyond ‘Emilia Pérez’: Inside 7 of the nastiest Oscar campaigns in history
Before “Emilia Pérez” received her 13 Oscar nominations, even being nominated for Best Picture, Netflix’s Spanish-language musical about a transgender drug lord was already embroiled in controversy. Critics criticized the film’s representation of transgender topics and Mexican culture.
Later on, some of Karla Sofia Gascón’s previous social media content was rediscovered, where the pioneering trans performer who received a lead actress nomination criticized Muslims, George Floyd, diversity, and appeared to make derogatory comments about the singer Adele regarding her body.
In response, Gascón expressed regret, shut down her X account, and subsequently became more protective, at times visibly emotional, during an interview with CNN en Español, on her Instagram, and in a letter to the Hollywood Reporter. She condemned what she referred to as “this wave of hostility.
Awards
For the 97th Academy Awards taking place on March 2nd, the list of nominees has been revealed. Here’s a look at the potential winners for the Oscars in 2025.
Following the uproar on social media, during an episode of podcast “The Town,” Netflix’s Chief Content Officer Bela Bajaria labeled the ensuing debate as a disappointing distraction that overshadowed the film and its recognition. To a significant extent, Gascón has been excluded from the movie’s award consideration.
Indeed, during Oscar season, the path to the red carpet can be strewn with blunders, negative tactics, rival investigations, and occasionally underhanded methods, all aimed at weakening or even sabotaging the leading contenders’ prospects.
The Academy Awards aren’t merely a night of self-praise; they also serve as a significant promotional platform. Beyond symbolizing prestige, an Oscar win can lead to increased ticket sales at the box office, higher home video sales, and boosted streaming viewership.
Or
The Academy Awards are more than just a self-celebratory event; they’re a powerful marketing tool that yields substantial benefits such as boosting box office earnings, increasing home video sales, and enhancing streaming popularity.
Or
Beyond being an occasion for self-praise, the Academy Awards act as a potent promotional device. Winning an Oscar can lead to increased box office revenue, higher home video sales, and greater streaming viewership, beyond just symbolizing prestige.
Unlike previous seasons where award campaigns often focused on individual films or actors with the help of consultants, this year has witnessed several contenders being faced with controversies.
Instead of just experts and marketing teams from studios being a part of the alleged whisper campaigns, an increasing number of enthusiastic internet detectives and film aficionados are also getting involved, transforming minor complaints or small issues into major controversies on social media.
Over the past decade, social media has significantly intensified matters, according to Jason E. Squire, host of “The Movie Business Podcast” and a retired professor from USC’s School of Cinematic Arts. The key point now is whether this affects the decision-making process of Oscar voters.
Beyond the challenges faced by Gascón, the Best Picture nominee “The Brutalist” has been criticized for openly employing an AI speech tool to enhance the Hungarian language abilities of actors Adrien Brody and Felicity Jones. Fernanda Torres, a nominee for Lead Actress in “I’m Still Here,” faced criticism after it was revealed she wore blackface on a Brazilian TV show in 2008. Following this incident, Torres issued an apology.
Additionally, the movie titled “Anora” is among the best picture nominees but has faced criticism for not employing an intimacy coordinator during filming. During a screening in London, the film’s director, Sean Baker, mentioned that he did propose this role to the main actors.
As the Academy Awards draw near within a few weeks, let’s reflect on some past scandals that might have earned their own awards for their bitterness and unkindness – adding a touch of controversy to Hollywood’s glamourous town: stirring up strife in Tinseltown.
“Shakespeare in Love”
Oscar year: 1999
Background: Steven Spielberg’s World War II film “Saving Private Ryan” was widely favored, but Miramax co-founder Harvey Weinstein, notorious for making award campaigns a fierce competition, had different strategies in mind.
In many people’s opinions, the Best Picture win for “Shakespeare in Love” is often viewed as the climax of one of the most contentious Oscar campaign battles ever waged.
In a conversation with The Hollywood Reporter, Mark Gill, who was then in charge of Miramax’s L.A. branch, stated, “We followed the strategy we used for ‘The English Patient’, but supercharged and on performance-enhancing substances. It was incredibly grueling from start to finish.
Miramax employees contacted voters to confirm they’d received a VHS version of “Shakespeare in Love”. Harvey Weinstein recruited Hillary Clinton, then First Lady, to host the film’s global premiere in New York City. He also ran numerous advertisements, organized events featuring the movie stars, arranged screenings and exclusive dinners for Academy Award voters.
Weinstein also was accused of badmouthing the Spielberg film, a DreamWorks release.
Terry Press, who was DreamWorks’ marketing head at the time, later stated that she received calls from reporters informing her that Miramax publicists were attempting to persuade them to write articles suggesting that the exceptional aspect of ‘Ryan’ is only its first 20 minutes, while the rest of the film is just a typical genre production.
In this instance,
“And the Oscar for Best Picture went to “Shakespeare in Love,” with Gwyneth Paltrow taking home the award for Lead Actress. This film garnered seven Academy Awards in total. Meanwhile, “Saving Private Ryan” also earned five awards, with Steven Spielberg receiving one of them for his direction.
“A Beautiful Mind”
Oscar year: 2002
Background: The biographical film directed by Ron Howard, titled “A Beautiful Mind”, portrays the life of mathematician John Nash, a Nobel laureate who battled schizophrenia and was nominated for eight Oscars, including the category for Best Picture.
A debate arose over a movie about Nash, as critics claimed certain negative aspects of his life were left out. Allegations that Nash was anti-Semitic, unfaithful, and homophobic surfaced in reviews, gossip forums, and news articles, leading him to appear on “60 Minutes” to deny these accusations.
In response to the news articles, Sylvia Nasar, who penned the book that inspired the film, penned a piece in The Times criticizing the journalists for twisting information from her book and fabricating facts.
And the Oscar for Best Picture was awarded to “A Beautiful Mind”, with Jennifer Connelly taking home the award for Best Supporting Actress, and Howard being recognized as the Best Director.
“The Color Purple”
Oscar year: 1986
Background Information: Steven Spielberg’s movie adaptation of Alice Walker’s Pulitzer Prize-winning novel received 11 nominations across various categories, including Best Picture, Best Director, and Best Adapted Screenplay. This film marked Oprah Winfrey’s debut in the cinema world, earning her a nomination for Best Supporting Actress.
In 1985, upon its release, the film encountered strong opposition, being criticized for its graphic portrayal of rape and oversimplified characterizations of African American men, which Spike Lee deemed as “one-dimensional animals.” Additionally, it was subjected to criticism due to a white director. At a special screening in Los Angeles, the Coalition Against Black Exploitation organized a demonstration in response.
As a movie critic, I found myself in awe as “Out of Africa” triumphantly claimed the Best Picture Oscar. Surprisingly, the powerhouse performances and captivating narrative of “The Color Purple” were not recognized this year, making way for the 11-nominated film “The Turning Point” to leave the ceremony empty-handed, just like in 1977 when it was also nominated.
“Zero Dark Thirty”
Oscar year: 2013
Background: Kathryn Bigelow directed a suspenseful movie that chronicled the extensive search for Osama bin Laden, the mastermind behind the 9/11 attacks, which lasted for over a decade. The film depicted the U.S. military’s raid on his hideout in Pakistan, where he was ultimately killed. This production earned five Oscar nominations, including nods for best picture and original script.
Controversy: Upon its release, the movie garnered numerous praises from critics, with The Times describing it as “storytelling in cinema at its finest and most impactful.
However, the film faced criticism as well, with some criticizing its portrayal of torture and challenging its accuracy. The movie became a subject of political dispute when opponents of the Obama administration alleged that the film’s planned release in October was strategically timed to support his re-election – it was eventually rescheduled for December.
Additionally, certain conservative advocates alleged that the CIA shared confidential data with Bigelow and her crew during their research for the movie. These allegations were refuted by the filmmakers themselves. Subsequently, an investigation by the Senate concerning this issue was eventually terminated, according to Reuters.
In a turn of events, “Zero Dark Thirty” was honored with the sound editing accolade, while “Argo,” directed by Ben Affleck, claimed the top honor.
“Green Book”
Oscar year: 2019
As a passionate film enthusiast, I’d express this backstory in my own words like so: In the 1960s, I found myself captivated by a remarkable true tale unfolding on the silver screen. The movie narrates the heartwarming bond that blossomed between a distinguished Black classical pianist, Donald Shirley, and Tony “Lip” Vallelonga, an Italian-American driver, as they traversed the deeply segregated American South during Shirley’s concert tour. Peter Farrelly skillfully directed this emotional journey, with Mahershala Ali portraying Shirley and Viggo Mortensen bringing Vallelonga to life. This poignant tale garnered five Oscar nominations, including a nod for best picture.
Dispute: The film stirred up a whirlwind of accusations, with several revolving around racial politics. Shirley’s family criticized the filmmakers for leaving them out, claiming that the movie’s portrayal of Shirley as distant from his family and the Black community was “painful.” They also raised doubts about the representation of his friendship with Vallelonga. Dr. Maurice Shirley, Donald’s brother, labeled the movie a “symphony of falsehoods.
And the Oscar is awarded to: “Green Book” was recognized with the Best Picture award, along with accolades for its Original Screenplay and Supporting Actor performance (Ali).
“Whatever Happened to Baby Jane?”
Oscar year: 1963
Backstory: The fierce competition between the iconic actresses Bette Davis and Joan Crawford played a significant role in the creation of this movie. It tells the story of an ex-child star, now advanced in years, who subjects her wheelchair-bound sister, a former performer as well, to emotional turmoil.
Contention: Behind the scenes, the actresses clashed, with Crawford advocating against Davis who received a nomination for Best Actress – marking her tenth and last recognition in this category.
In a surprising turn of events, Crawford stepped in and graciously accepted the award for Anne Bancroft, the winner of “The Miracle Worker,” as she was unable to attend the ceremony due to her Broadway commitments. This came despite an initial snub, as Davis had been nominated instead.
And the Oscar goes to: “Whatever Happened to Baby Jane” won one Oscar, for costume design.
“Citizen Kane”
Oscar year: 1942
Background Information: Commonly acclaimed as the greatest movie ever produced, “Citizen Kane” narrates the life story of Charles Foster Kane, portrayed by Orson Welles who also co-scripted and directed the film. This enigmatic newspaper tycoon’s death caused a worldwide frenzy. The movie garnered nine Oscar nominations, including those for best picture and director.
Dispute: The film was perceived as a subtle attack on actual-life newspaper mogul William Randolph Hearst, who found the cinematic representation unflattering. He aimed to suppress it by publishing unfavorable reviews in his newspapers and, together with his supporters, pressured movie theaters not to screen it.
In this year’s Oscars, “Citizen Kane” secured one award, for its exceptional original screenplay. On the other hand, “How Green Was My Valley” was honored as the Best Picture.
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