On January 27, members of the Academy of Motion Picture Arts and Sciences will begin voting to determine which works will compete in the various categories. In that of the best short fiction film, remember that two Quebec productions were selected on the short list: Frost, by Marianne Farley, and The big slaps, by Annie St-Pierre. Added to this, for best animated short, are three titles supported by the NFB: Weeds, by Claude Cloutier, Affairs of the Art, by Joanna Quinn and Les Mills, and like a river, by Sandra Desmazieres. However, between the said list and a possible appointment, there is a lot of work to be done.
“I give a lot of interviews: that’s pretty much what I do with my days,” says Annie St-Pierre, whose film The big slaps tells the story of the humiliating, but ultimately luminous New Year’s Eve of a divorced father who goes to look for his recalcitrant offspring at his ex’s.
“It ranges from small, obscure blogs to bigger media outlets as well as specialized media outlets, like Award Daily or Gold Dirby, which are almost like pools hockey, but for TV and movie awards; to in-depth articles on TV, on the radio… There hasn’t really been a day where I haven’t had interviews since the announcement [le 21 décembre] “, she specifies.
Note that Annie St-Pierre is experiencing such an adventure for the first time. Conversely, Marianne Farley, whose very beautiful Daisy had been in the running for the Oscar for best short film in 2019, is a regular.
“The idea is that the more people talk about your film, the more people at the Academy are likely to hear about it and want to see it. So yes, there is a marathon side […] “, she confirms.
Anticipation film of a burning topicality, alas, its Frost recounts the obstacle course of a woman who seeks an abortion, in the near future where this medical intervention is now illegal.
With a past nomination to her credit, and without wanting to be presumptuous, does Marianne Farley think she has a head start on the other courts on the shortlist? “I’m told yes, but personally, I don’t think so. It’s so unpredictable. For example, the subject of abortion may affect some members, but put off others. It’s beyond my control, ”believes the director, who is currently working on her first feature film.
A new context
For its part, the National Film Board is used to the exercise of the promotional campaign preceding the Oscars, the organization having won 12 statuettes and received 75 nominations during its venerable history.
“The marketing strategy for an animated short begins well in advance: starting in the summer, we concretely plan the communication, marketing and distribution actions for qualified films (or that we wish to qualify ) […] For the phases before (qualification) and after (preselection) the short list, our strategies aim to reach and convince the voting members, from the Short Films and Feature Animation Branch. They are the only ones who can vote during these phases, ”explains the side of the team dedicated to the race for the NFB Oscars.
It is therefore towards these specific members that this “strategy” is directed, which also includes press relations mainly in the United States, but also in Canada, advertorials, promotional emails sent to voting members, the creation of content, etc.
Obviously, the pandemic is a game-changer in these representation processes, as the NFB team reminds us. “Much of the work of influencing members has always been done in person: a tour of the biggest studios in the United States (Disney, Pixar, DreamWorks, etc.) was organized each year by the NFB. Two filmmakers were going to pitch their creative process to employees of major studios, most of whom are voting members of the Academy […] This tour has not been possible for two years. »
Here, as in several sectors, videoconferencing now reigns.
privilege and paradox
Never mind, morale is good and there are many reasons to rejoice. As Marianne Farley points out: “Once again, we find ourselves two filmmakers from Quebec, Quebecers because [nous sommes] two women, in this case, in this process… I find that extraordinary. I felt extremely privileged to experience this with the team of Wildcat the last time. In addition, we have the same distributor, h264, this time as this time. Well, we don’t have a nomination yet, but to be there with Annie St-Pierre is really trippy. »
Much of the influencing work with members has always been done in person. […] This tour has not been possible for two years.
Same story with his colleague, who is quite philosophical about what happens next. “I have no other expectation than the pleasure I feel at the moment in being surprised to be there. But it is certain that once you embark on this race, you have to agree to pack down all your other occupations quite a bit — we are in three time zones: that of Los Angeles, that of Europe and ours . »
To continue Annie St-Pierre: “At the same time, I find the situation paradoxical, because fundamentally, I am not for artistic competition. I find that each work is a universe in itself, incomparable, singular. But at the same time, I am so in awe and grateful for all these festivals and galas that celebrate cinema. At the moment, the cinema lives thanks to them, ”she concludes.
The nominations for the Oscars will be known on February 8, and the ceremony will be held on March 27.