For Your Consideration: Marketing &
Advertising During Awards Time
see also LoF Marketing; Motion Pictures; Advertising Copyright 2009 Frank W. Baker
THANKS to School Library Journal for recommending this site.
"For Your Consideration" ads via Google; Yahoo; Flickr
Upcoming Award Ceremony Dates (network carrying broadcast)
January 16 Academy Award Nominations Announced (NBC/ABC/CNN)
January 16 Critics Choice Awards (CW)
January 18 SAG (Screen Actors Guild) Awards (TNT/TBS)
January 19 Producers Guild Awards
January 25 DGA (Directors) Awards
February 1 Writers Guild Awards / ASC Cinematographers Awards /Annie (Animated) Awards
February 7 EDDIE (Editing) Awards
February 7 Art Directors Guild Awards
February 16 BAFTA Awards (BBC America)
February 22 Costumer Designer Guild Awards
March 1 Independent Spirit Awards Ceremony (IFC)
March 2 Academy Awards Ceremony (ABC)
Each year, the major movie studios, and to a lesser extent their affiliated television studios and the television networks,
spend large sums of money on "For Your Consideration" ads extolling the alleged virtues of their films or programs released
over the previous year. While it is unclear where or when the practice originated, it appears to have been popularized by
Miramax, which rose from relative obscurity during the 1990s to become one of the most prestigious studios, at least of
Not surprisingly, then, the quantity of such ads has increased dramatically, as major firms vie to win the top awards, hoping
that the associated publicity will result in more viewers and greater revenues. Indeed, most of the films expected to be
"Oscar-worthy" are released in the last few months of the year, occasionally opening in limited release just before the end
of the year and opening wide in January. This generally ensures that these films are still in movie theatres as awards-related
As might be expected, these ads have recently begun appearing online at websites popular with voting members of the
Academy of Television Arts and Sciences. Movie buffs are now archiving and tagging these online Oscar ads so they'll be
available for future study and commentary. Source
Emmy/Oscar News Sources:
|Emmy Magazine||Broadcasting&Cable||Hollywood Reporter||Variety|
Studios 'For Your Consideration' Websites:
|Disney/Dreamworks||Sony Pictures Classics||Warner Bros||Relativity Media|
|Weinstein Co||Fox SearchLight Pictures||Lionsgate||20th Century Fox|
|Focus Features||Paramount Pictures||Sony Pictures||Universal Pictures|
Ads: designed for analysis
Movie posters are a prime example of visual communication. Movie posters, as well as the promos, have to be visually appealing
otherwise they aren't going to sell any tickets. Posters have to use an image to get the gist of an entire two hour movie. (Source)
Atlantic Wire's Best "For Your Consideration" 2013 Ads
Examples of "For Your Consideration" Ads from the 2012 Academy Awards
Decoding the 2012 For Your Consideration ads
Examples of "For Your Consideration" Ads for the 2011 Emmys
See this website for a full list of "FOR YOUR CONSIDERATION" ads
Checklist of analyzing print ads
Deconstructing print ads
Movie marketing blog
Checklist for reading any ad
Analyzing ads (& commercials)
Marketing Movies (book/website)
Advertising 101 (critique sheet)
ANALYZING MEDIA: Movie Posters
Ad-wise, the Oscars in this digital age
ABC Made $72 Million on 26 Minutes of Oscar Ads
Questions for students to consider:
- what does the phrase "for your consideration" mean?
- who is the audience for these ads and what are they asked to do?
- in what ways are these ads "persuasive"?
- what information is quintessential in ads promoting TV shows/films?
- what codes/conventions/techniques does each contain?
- what effect, if any, do film/TV critic quotes play?
- what is the same; what is different about each ad?
- why are some ads featured on the cover of a magazine?
- who designs the ads; who pays for them?
- consider the layout of the ad: what attracts attention most?
- how is mood and/or genre communicated?
- how might expression, body language or other non-verbal language communicate what is happening?
related lesson plans: Analyzing Oscar: Deconstructing the Academy Awards |
Deconstructing Movie Ads
return to the Media Literacy Clearinghouse home page