EXCLUSIVE: The Emmys aren’t even over yet, but the race to be the first movie awards DVD screener of 2013 to land in Oscar voters’ mailboxes is over. And the winner is…..Mud. The Roadside Attractions (with Lionsgate) late April release starring Matthew McConaughey has been sent to all Academy members with some reporting they received it yesterday. The Blu-Ray/DVD came out in early August and at that time Roadside sent it to some bloggers who confused the issue by saying it was then the first Oscar screener to be sent. Of course Academy of Motion Picture Arts & Sciences rules are very clear in this regard and commercial Blu Ray/DVDs cannot be sent to Academy members as part of a campaign. It must be special, generally very plain, packaging without review quotes etc. That is what Academy members are receiving this weekend.
The Jeff Nichols-directed movie is one of the top independent releases of 2013 earning over $21 million at the box office. In fact until Woody Allen’s Blue Jasmine surpassed it recently, it was the number one indie. Roadside picked up the film in August 2012 but held it for a Spring launch rather than rushing it out to compete in last year’s Oscar race. The distributor hopes Oscar voters will remember the film, which played in the 2012 Cannes Official Competition, and by getting the screener out first knows it is already on top of the pile of one for voters who have yet to see it. Being first is a mixed bag as far as ultimate results go. Last year The Weinstein Company sent its French import The Intouchables out as the first screener in Mid-October but it failed to land any nominations. In 2011 Summit won the screener race with an early September mailing of A Better Life and was rewarded for its efforts with a Best Actor nod for Demian Bichir, considered a long shot at the time (Roadside virtually tied for first out that year too with The Music Never Stopped, but it came up empty). (more…)