If your movie was released in March or April, and has Oscar aspirations, it requires every trick in an Academy consultant’s publicity handbook to try to keep it alive against the massive onslaught of competition unleashed in the back eight months of the year. Very few films released before May at the earliest make the cut these days, at least in the major categories. Oscar voters tend to have short memories. It’s an uphill climb that requires money for big campaigns, a tall order for independent films with limited budgets.
One way to do it is get your Blu-ray out there in August with some fresh television advertising, well before screener season begins, and hope that voters have a chance to check it out before the tsunami of movies start bombarding them in the Fall. For Roadside Attractions‘ Mud which was released in theatres April 26th and Focus Features‘ The Place Beyond The Pines which debuted March 29th, their dueling road to Oscar continues this week with the release of their Blu-ray and DVD. The films have the current distinction of being the two top grossing independent films of 2013, both in the $21 million range, with Mud this week just slightly overtaking Pines for the lead but it remains a dead heat. (more…)