I hate to pile on; in these blog posts I like to take iconoclastic positions that defy the Convention Wisdom (tm John Kenneth Galbraith). But sometimes something happens that is so stupid, so idiotic, so completely meshugenah that I can’t help myself.
The Academy of Motion picture Arts & Sciences has
announced that in the future there will be a category called "Best
Popular Film."
God help us.
Here is the problem they are trying to address: several
years ago (2008) a couple of really popular films that had some artistic merit,
The Dark Knight and Wall-E, failed to get a best picture nomination.
Ratings for the Oscar ceremony were sagging, and the theory was that there was
a direct link between TV ratings for the Oscar broadcast and the popularity of
the nominees. The academy then increased the number of nominees to a
maximum of ten, expecting the additional five nominees to be what the press
would call “popcorn movies.”
Alas, the Oscar voters, in their infinite wisdom, responded
by nominating even more artsy-fartsy art house movies. Don’t get me
wrong, I love the Coen Brothers, but A Serious Man (2009) getting a Best
picture nomination is just silly.
Things didn’t improve, and big budget films of reasonably
high quality kept missing a Best Picture nomination while artsy stuff like
Moonlight and The Shape of Water kept winning. So, if you can’t make the
Academy voters nominate an action film for Best Picture, you create a new
category that will force them to.
I recall reading somewhere that once J.D. Power and
Associates did a survey expecting a certain make of car to win, and when it
didn’t it created a category like “Best new American 4-door SUV with 8 cup
holders” that was so narrowly defined that the car they wanted to honor was the
only entrant.
Why is this a stupid idea? First of all, there
already is an award for Best Popular Film: it’s called M-O-N-E-Y. I was
amused when, in 2009, people predicted Avatar (a rare money-maker that did get
a Best Picture nomination) would win Best Picture over The Hurt Locker because
it made more money. I predicted The Hurt Locker would win BECAUSE it made
less money. Except for Titanic (which is an outlier of epic dimensions),
the biggest money-making film of the year rarely wins Best Picture. It’s
like the attitude in Hollywood is, “You made all that money, AND you want
awards too?”
Secondly, what is a “popular” film? Do you base it on
total domestic gross? Then what about films released late in the year
that have only a few weeks before the nominations close? Do you HAVE to
nominate the five biggest blockbusters even if one is an Adam Sandler animated
film that made $300 million despite being drek? Does the artistic merit
of the film still matter, or are we only comparing box office? Is there a
threshold below which films aren’t considered “popular”? $100 million box
office used to be the sign of a hit; Solo made that its opening weekend and was
considered a bust.
Thirdly, what is the aesthetic criterion for judging “Best
Popular Picture”? Does the Oscar automatically go to the biggest
money-maker? If not, isn’t that subverting the point of the
category? Generally speaking, most of a year’s top box office champs are
sequels, especially for children’s movies (Star Wars, Marvel, Hotel
Transylvania 3, etc.). What happens if a money-making sequel to a good
film is not as good; does it still get consideration just because it made
money?
Won’t this hurt the chances of a well-made blockbuster
wining Best picture if it is considered a shoo-in for “Best Popular
Film”? Isn’t this creating a “ghetto” for money-making films that will
mean they won’t be considered seriously in the “real” Oscar categories,
including Best Actor or Actress as well as Best picture?
It’s times like this I recall the words of H.L. Mencken, who
once said that “For every complex problem there is an answer that is clear,
simple, and wrong.” If you think lower ratings of the Oscar telecast is a
problem which is understandably ABC's position, and you think
obscure (“unpopular”) films being nominated and winning Best Picture is a
contributing factor, then come up with a more subtle way of fiddling with the
voting then just giving “popular” films their own category.
You people in the Academy are supposed to be creative; come
up with something more imaginative!