Miramax perfects its Oscars magic

Miramax perfects its Oscars magic

by Ian Youngs
BBC News Online

Gangs of New York is a Miramax hit

Film company Miramax has a stake in three of the five films nominated for best picture at this year's Oscars - Chicago, Gangs of New York and The Hours.

Their movies account for one in three of all nominations.

Meryl Streep recently said the competitiveness of Oscar campaigns, in which film studios vigorously promote their films in the hope of influencing voting Academy members, was "alarming" and "distasteful".

They were no different from political campaigns, she said - and many in Hollywood agreed.

MIRAMAX OSCAR NOMINATIONS

Chicago (above) - 13

Gangs of New York - 10

The Hours (Paramount/Miramax) - 9

Frida - 6

The Quiet American - 1

Hero - 1

Over the last five years, studios have cranked up their campaigns as the box office windfalls for Oscar films have become more important - and Miramax has led the way.

Their campaign for 1999's best picture winner Shakespeare in Love was said to have raised the stakes - and they are credited with having the most aggressive and successful campaigns.

"They go to the extra lengths to do things that other studios wouldn't do," says Michael Speier, assistant managing editor of Hollywood newspaper Variety.

"Every year, it just seems to be Miramax is the one that is pushing the envelope."

As a relative newcomer, founded in 1979 and getting its break in 1989 with My Left Foot, Miramax has "a complex" and wants to beat the bigger, more established studios, Mr Speier says.

You cannot buy a nomination

Jerry Pam
Hollywood publicist

Campaigns are important because an Oscar can add millions of dollars to a film's box office receipts.

But their campaigning is only one reason why they have dominated this year's nominations, as "everything came together" for them in 2002, Mr Speier says.

"The noticeable thing is that they have a stake in so many movies this year - from Frida to The Hours," he says.

"They have the musical [Chicago], they have the historical epic [Gangs of New York], they have the movie about artisanship [Frida], they have a hand in a literary movie [The Hours].

"For adults, at least, which is what the Academy recognises, they have a hand in very important, very likeable movies."

Hollywood publicist Jerry Pam, who works on Miramax Oscar campaigns, puts their success down to one thing - "talent" - both on screen and off.

Salma Hayek has been nominated for her role as artist Frida Kahlo

They pick the right films to make, and do a better job at promoting them, he says.

While some studios take out continuous full-page ads in trade magazines, he says Miramax tries to come up with more creative ways to reach Academy voters.

"You do publicity, you try to come up with ideas of marketing that are different from other pictures. It's anything that gets your attention. My key is awareness."

But no matter how much money you throw at it, "you cannot buy a nomination", he says.

He says the studio sometimes employs "desperate means" - by which he says he means spending more money, and rejects the charge of ruthlessness that has often been levelled at Miramax.

"What is ruthless? You spend more money? That's ruthless?" he asks.

Queen Latifah in Chicago

Miramax boss Harvey Weinstein may be "a little rough around the edges", as Mr Pam puts it - but he is "a very passionate man" who loves movies.

Weinstein himself has said this year's campaign "has been 100% genteel. Everyone is doing it the right way".

In the past, studios have been accused of dirty tricks, and there was controversy over an alleged whispering campaign against A Beautiful Mind in 2002.

But this year's run-up has been relatively calm - so far - and Miramax's success is even more remarkable considering they have slimmed down their staff over the last 12 months.

"They go for films that are going to make money," Mr Pam says.

"The only reasons to do all these campaigns to get nominations and awards is just to make money."