Hollywood insider Dani Weinstein breaks down the campaign that saw Andrea Riseborough receive a surprise Oscar nomination for To Leslie.

Dani Weinstein, a Hollywood insider and veteran marketing executive, breaks down Andrea Riseborough’s surprise Best Actress Oscar nomination for her. To Leslie performance. Shot in just 19 days at the height of the COVID-19 pandemic, the small indie film follows Riseborough’s portrayal of Leslie, a woman trying to make a fresh start while battling alcoholism, drug addiction and the continued trauma from his troubled past. Despite the film’s overwhelmingly positive critical reception, it remained relatively unknown to the public until a recent wave of support from many prominent celebrities. The film grossed just $30,000 in the U.S., and aside from Best Actress nods at the Independent Spirit Awards, it hasn’t been included in any other film awards ceremonies this year.


Joining Matt Belloni The caller podcast, marketing expert Dani Weinstein explains the successful campaign that led to Andrea Riseborough’s shock Best Actress nomination for To Leslie at the Oscars. Talks about the importance of a “grassroots effort” In securing a nomination, Weinstein unpacks the strategic efforts of Riseborough’s team and her A-list supporters to sway the Academy’s nomination in favor of the prolific British actor. See what Weinstein had to say below:

“I will tell you from a pricing standpoint, once you’ve hosted screenings… [when you say] ‘can you host a screening for me every now and then so their friends come. Can they moderate a Q&A with me?’ I think Kate Winselet made one for her. To get that level of recognizable people willing to host a screening for you, or moderate a panel for you, or just get out there and say ‘I saw this,’ that’s an impressive amount of word of mouth -mouth. “

For the Leslie film Andrea Riseborough

As Weinstein explained, when it comes to awards shows as culturally important as the Oscars, there’s often a complex, months-long campaign similar to that of a politician involved in securing a nomination for a film or an actor. There are specific tactics that were made common practice by the now infamous producer Harvey Weinstein throughout the 1990s that are still employed in awards campaigns, making the process of receiving a nomination an active effort on the part of a nominee and their team. rather than one placed solely in the hands of a voting body without outside influence. Despite Riseborough’s moving performance, which earned her so many recognizable supporters in the first place, it was a collective effort by those influential in the film industry that led to her Best Actress nomination.

Since actors currently make up the largest branch of Academy voters, it’s no surprise that Riseborough’s Hollywood peers had such a big impact on her nomination chances. Cate Blanchett, also nominated in the Best Actress category for Tar, was quick to mention Riseborough’s performance while accepting the Critics’ Choice Best Actress award earlier this month. Meanwhile, beloved actors Kate Winslet and Amy Adams used their star power to support To Leslie by moderating a virtual Q&A with Riseborough. Charlize Theron, Gwyneth Paltrow, Demi Moore, Courteney Cox, Edward Norton and Minnie Driver have all held screenings of the film and invited their most influential industry friends to experience Riseborough’s moving performance, giving the film the recognition it needs for Academy consideration .

Given the globalization of academia in recent years, perhaps the most significant influence celebrities have had on Riseborough’s campaign has been through social media. Paltrow, Jennifer Aniston, Sally Field, Liam Neeson, Jane Fonda and Laura Dern are among those who have used their considerable online following to promote the film. The unique campaign of To Leslie may have rewritten the rules for potential Oscar nominees forever, giving smaller-budget independent films their biggest chance yet to receive widespread recognition and elite praise.

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Source: The caller

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