the Riseborough saga continues; Vanity Fair releases campaign emails + Academy releases statement
Emails from To Leslie's supporters reveal how the film's #Oscar campaign may have run afoul of Academy rules. https://t.co/WdHWT6ZRuE
- VANITY FAIR (@VanityFair) January 31, 2023
• The Academy has a meeting scheduled later today and will be conducting a review on whether Andrea Riseborough's campaign violated any Academy rules.
• Multiple articles defending Riseborough's "grassroots" campaign, but several more have been published pointing out the finer details of the campaign and how it possibly violated several Academy rules.
• Vanity Fair was provided with copies of two of Mary McCormack's campaign emails which they say, "paint a clearer picture of what the potential issues could be with this unusual campaign."
• The article acknowledges Riseborough's "well connected" manager Jason Weinberg, but says that it was McCormack's name all over the emails. McCormack has, "been reaching out to the actors and other contacts since December, inviting them to official screenings or to watch the film on the Academy's website," and the emails are, "filled with enthusiasm for the film and her husband's work."
• In one email she sent in early January with the subject line "An invitation from Allison Janney and Mary McCormack" she writes, "we think you will love it. Other than how proud I am of my husband Michael, we feel so strong about beautiful films being seen whether or not they have millions and millions to spend on publicity. Films like To Leslie are important for the future of film making, so we want to support it and get the word out especially because we know that it doesn't have the financial means for marketing. In a sea of multi-multi-million dollar awards campaigns it is almost impossible for small independent films like To Leslie to break through."
• Janney, McCormack's former West Wing co-star and who also stars in To Leslie, wrote a blurb praising Riseborough's performance. "She's incredible in it. I want as many actors to see it as possible...Actors truly understand what makes her performance so special." VF reached out to Janney for a comment but she did not respond.
• Towards the end of the email an invitation is extended to recipients for an event at McCormack and Morris's home. "Please watch it, and if you respond to it, then join us at a very intimate reception on January 11th at our home...around 5pm. Come have a drink and chat with director Michael Morris, lead actress Andrea Riseborough, and Allison, and me, and fellow actors. We can have only about 25-30 people, so it will be small."
• This reception may have breached Academy rules. A rule under the "Receptions, Parties and Other Non-Screening Events" header, states "members may not be invited to, and members may not attend, any dinners, lunches or other such events that are intended to promote an eligible film for awards consideration," and though there is a rule that allows for "non-excessive food and beverage" to be served at a screening, "any campaign reception must have a screening that precedes it at the same location." This rule was created in 2016.
• A source who was at the event say it was a "low-key" affair and did not involve a screening but was instead centered on a Q&A with Morris and the film's stars.
• McCormack is not an Academy member and is not a credited member of the film, but the invitation had Janney's name on it and the event was held at Morris and McCormack's shared home.
• In her January email McCormack emphasized that To Leslie's distributor did not have the money for a campaign writing, "we obviously love this film, and we think that it is worthy of many nominations, but certainly Andrea's performance is worthy of a Best Actress nomination. The movie cannot afford any FYC ads, so this letter and invitation will have to do instead! Word of mouth and critical acclaim is really all this movie has."
• In a mid-December email McCormack talked about "the little movie's big fight" for attention. "Now, movies like To Leslie are an endangered species...close to extinction. I worry that unless we all support small independent film making it'll just get eaten up by Marvel Movies and go away forever. The part of me that believes in fairness is just mad as hell, to be honest."
• VF points out that fairness is the issue at hand with this campaign. Because even though To Leslie is being celebrated as a grassroots effort, it did have celebrity-hosted screenings and support from A-list friends (and friends of friends, and support from a well connected manager and two PR firms and multiple event planning companies) which is "par for the course in awards season." They also add that "power and influence can be just as valuable as money in awards season. Having access to, and enlisting, a group of high-profile actors to support your film isn't in the cards for every campaign."
Kind of wild that the Academy directly called out TO LESLIE in their statement but would have been way wilder if they had rescinded the nom. pic.twitter.com/AZJ6PdMgTD
- Kyle Buchanan (@kylebuchanan) January 31, 2023
• Following their Tuesday meeting, the Academy has released a statement concerning the issue.
• It reads: "The Academy has determined the activity in question does not rise to the level that the film's nominations should be rescinded. However, we did discover social media and outreach campaigning tactics that caused concern. These tactics are being addressed with the responsible parties directly."
• It continues by saying: "The purpose of the Academy's campaign regulations is to ensure a fair and ethical awards process-these are core values of the Academy. Given this review, it is apparent that components of the regulations must be clarified to help create a better framework for respectful, inclusive, and unbiased campaigns. These changes will be made after this awards cycle and will be shared with our membership."
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