Academy Reins in the Paper Trail
Studios are being asked to tone down the award-season fuss, for Mother Nature's—and sanity's—sake.
In an attempt to cut down on excess packaging and other superfluous energy expenditures, the Academy of Motion Picture Arts & Sciences issued new eco-friendly regulations Tuesday for all upcoming marketing campaigns designed to tout films in time for next year's Oscar ceremony.
The Oscar purveyors are "strongly encouraging" film companies to consolidate multiple mailings into one, use email when possible and give Academy members the option to pass on receiving certain types of mail—or mail altogether.
"We have been troubled in the past by the vast amount of surface mail that film companies generate in connection with their campaigns," said Academy president Sid Ganis. "While we very much want our members to continue to take advantage of the many scheduled screenings, we hope this change in the regulations will encourage companies to be more thoughtful and conservation-minded when they disseminate their screening information."
Also included in the crackdown are soundtrack CDs showcasing "for your consideration" music from the films. Recordings, sheet music and music videos of eligible scores and songs have now been banned from all future mailings.
Academy execs say that the ban on separate music mailings is also intended to make voters listen to the music the way it was meant to be heard—within the context of the film.
"There's always the danger that if one is just listening to the CD, you're obviously not doing that," executive administrator Ric Robertson told Variety. Meaning, a movie's score and original songs are supposed to be judged in accordance with how they complement and enhance the film—not on whether the studio has put together a jazzy CD.
"They'd like to not get these things in the mail that have nothing to do with the voting," added Charles Bernstein, governor of the Academy's music branch. "It really wasn't needed in order to make a judgment about how the music works in the movie. If anything, it had the opposite effect: It could encourage people to vote for the music aside from the film."
Companies have also been encouraged to make screenplays available for downloading online, rather than automatically mail out thousands upon thousands of pages.
The 80th Academy Awards will air Feb. 24, 2008, on ABC. Nominations are scheduled to be announced Jan. 22.
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