To Leslie’ and the word-of-mouth marketing campaign that bought Andrea Riseborough an Oscar nomination

Maybe the most important shock of this yr’s Oscar nominations — apart from many snubs — was the inclusion of Andrea Riseborough within the Finest Actress class for her efficiency in To Leslie.

The shock doesn’t come from the standard of the efficiency — Riseborough is an amazing actor — however fairly from the circumstances surrounding the nomination.

To Leslie, during which Riseborough performs a single mom who wins the lottery, is a low-budget unbiased movie that made $27 thousand on the field workplace. Distributor Momentum Footage doesn’t have the form of cash to mount an awards season marketing campaign, and Riseborough was notably lacking from Oscar bellwethers just like the Golden Globes and Display screen Actors Guild Awards nominations.

So how did Andrea Riseborough get an Oscar nomination for To Leslie?

Riseborough’s nomination is the results of a word-of-mouth social media marketing campaign by stars like Gwyneth Paltrow, Edward Norton, and plenty of extra.

In keeping with a timeline by Vulture(Opens in a brand new window), the marketing campaign unofficially kicked off on Jan. 10, two days earlier than Oscar voting started. Paltrow hosted a screening and posted about To Leslie(Opens in a brand new window) to her 8.2 million followers. Norton tweeted about Riseborough’s efficiency as nicely.

The variety of celebrities(Opens in a brand new window) highlighting Riseborough’s efficiency multiplied within the following days, with supporters together with Susan Sarandon, Helen Hunt, Melanie Lynskey, and Alan Cumming. Tweets in regards to the movie usually included the phrase “a small movie with a large coronary heart,”(Opens in a brand new window) prompting its fair proportion(Opens in a brand new window) of memes(Opens in a brand new window) and hypothesis in regards to the coordinated phrasing.

Oscar voting closed on Jan. 17, simply seven days after the social media push for Riseborough started in earnest. Nevertheless, the marketing campaign clearly did its job: Riseborough scored a nomination for To Leslie (the movie’s sole nomination) after what is unquestionably the shortest and least standard Oscars marketing campaign in historical past.

To Leslie is out there for lease or buy on Youtube,(Opens in a brand new window) Apple TV(Opens in a brand new window), Prime Video(Opens in a brand new window), and extra.

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