David Upton on an unexpectedly early Oscar campaign kickoff - Editor
It’s only July, but this stuff starts earlier every year: barrels are loaded and sights are set on Oscar season. No one has started earlier than the team behind The Revenant. The recent buzzy Grantland piece on the film harks back to a kind of promotion that is somewhat out-of-fashion: long form, detailed reporting that really digs into what the movie might be. By sheer existence, the piece becomes part of the hype machine, now rolling towards the end of the year when The Revenant sees a release on 25th December.
This is prestige movie promotion at its most precise; why else, you might wonder, would anyone want to see a film that sounds so utterly depressing on Christmas Day?