Acad cracks down on Oscar campaign rules: What it all means (VAR, DH, TOH, LAT, THR)

By Nancy Tartaglione-Moore

On Wednesday, the Academy of Motion Picture Arts and Sciences introduced new rules surrounding Oscar campaigns. Notably, the new regs bar film companies from inviting Academy members to any non-screening parties and events that promote nominees from the day the nominations are announced (Jan. 24) to the final day of voting (Feb. 26).

Variety says the move is "clearly a reaction to last year's flurry of fetes that irked AMPAS leadership, particularly when journos - who themselves benefit from increased access to kudos newsmakers - began to characterize the scene as spiraling out of control."

The Academy also eased its restrictions on screenings with filmmakers' live participation, hoping to lure voters away from the comforts of at-home screeners.

VAR:

In the past, filmmakers, cast and catered receptions were forbidden at any screening held specifically for voters, no matter the time of year. This year, such events are OK'd, as long as they take place before the nominations -- after that, individual filmmakers will be allowed two appearances at Academy screenings, but food and drink are strictly verboten.

TOH:

Academy members often belong to various guilds. Thus writers will be invited to WGA panels as WGA, not Academy members, producers and editors and costume designers, the same. And many distributors throw DVD release events with Academy members conveniently invited. Will Academy party organizers such as Colleen Camp and Peggy Siegal be put out of business? "Academy-sanctioned events and awards ceremonies presented by the various guilds, critics groups and other organizations are exempt." That's the ball game right there.

Deadline:

This will make all those Guild dinners that come after Oscar nominations a prime target for consultants to try and get as many members and nominees in the same room. They already do that, but you can expect it to intensify. The Cinema Audio Society awards are about to become a hot ticket.

Pete Hammond at Deadline writes: "It's almost like the Academy realizes members need an incentive to get out of the house and the lazy habit of watching contenders on screeners...Whether this will open the floodgates and have the desired effect of encouraging members to get their butts in those theater seats is anyone's guess since Acad members who wanted to go to Q&As; and receptions went anyway with their guild cards."

"These campaign regulations play an important role in protecting the integrity of the Academy Awards process and the distinction of the Oscar," said Academy president Tom Sherak in a statement. "Above all, we want Academy members to see movies as they were meant to be seen, in a theatrical setting."

Over at The Hollywood Reporter, insiders explain how the restrictions on events will likely make the pre-nominations months more frenetic and the restricted weeks afterward a social minefield.

One events publicist worries about the restricted post-noms period, saying to THR: "You're basically telling people they can't have a party in their house. How do you say to someone whose best friend is nominated that they can't have a dinner for them? Like, Warren Beatty can't have a dinner with Jack Nicholson if Annette [Bening] is nominated? If I send out invitations before the nominations are announced but the party is after the nominations come out, does that mean the party has to be cancelled?"

One veteran awards campaigner complains to THR: "If you're a nominee, it’s a poison gift. You're basically under house arrest for a month. You can't go anywhere or do anything. Read Rule 15 - non-screening events. A nominee cannot attend a breakfast, lunch, dinner or reception that promotes or honors a nominee. What will happen is all of that business will just move up on the calendar. It sure makes it a lot less fun."

Negative campaigning and bad mouthing have also been forbidden on social media. "The beauty of this system is people inform us on everyone else," Academy COO Ric Robertson told Variety. "Once someone sees someone say something negative they usually come to us to complain."

Any Academy member who violates the negative campaigning ban, will be subject to a one-year suspension.

For the full list of new rules, click here.