Why 'The Fighter,' Other Contenders Are Suddenly on iTunes
A week after Fox Searchlight changed history by putting Black Swan, 127 Hours and Conviction on iTunes for almost 100,000 SAG voters, Focus Features today adds The Kids Are All Right and Paramount adds The Fighter to the iTunes screener tsunami. Big bucks, big stakes, big news.
Why the stampede to give Screen Actors Guild members instant access to the hottest movies of the moment on iPad, iPhone, iPod touch, Mac, PC, and HDTV with Apple TV? Because Oscar ballots are pretty much in, the Globe PR tsunami hits Sunday, and SAG voters still have a couple weeks to vote.
Purists (especially those whose work is better perceived in theaters than on matchbook size screens, like cinematographers) are squawking, but studios find it irresistible to save money and promote actors in this year's remarkably tight races. "You can't watermark SAG [screeners]," says a studio publicist. "So the two factors to sending to SAG are, is your film in commercial DVD release? Because if something's in commercial DVD release you get a really cut rate, it's probably 4-5 bucks a pop to send to each person, whereas if you have to have some sort of security measures and tracking, it could get up to 9 and 10 bucks a pop. And with 95,000 people, the spectrum can go anywhere from $400,000 to a million. They talk about how cost effective it was."
It's also psychologically effective. The races are so close, everybody needs to take a closer look. I hear the purists, but it's got to make a fairer election when more people are apt to spend their long holiday doing their homework. Here's who's in play on SAG's iTunes quintuple feature:
The Kids Are All Right's cast
Annette Bening for best actress
Mark Ruffalo for supporting actor
The Fighter's cast
Christian Bale for supporting actor
Amy Adams for supporting actress
Melissa Leo for supporting actress
Black Swan's cast
James Franco for best actor
Natalie Portman for best actress
Mila Kunis for supporting actress
Hilary Swank for best actress
For me, the most interesting wrinkle is that SAG voters will have a chance to look hard at Amy Adams' and Melissa Leo's competing performances. With iTunes or without, their high-stakes bout threatens to alter the race by splitting the vote, which could hurt The Fighter's chances.
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Scott Feinberg, the lead awards analyst for The Hollywood Reporter, is one of the entertainment industry's most experienced and trusted experts about the Oscars, Emmys and Tonys. He started on the awards beat in 2001, writing for independent websites including his own ScottFeinberg.com before joining the Los Angeles Times and then THR, for which he writes “The Race” blog, which won the LA Press Club’s National Entertainment Journalism Award for best entertainment blog of 2012-2013. A voting member of both the Broadcast Film Critics' Association and Broadcast Television Journalists Association, he is also writing a book about film history for young people for which he has interviewed more than 500 high-profile Hollywood figures whose careers span the silent era through the present.
Follow Scott on Twitter at twitter.com/scottfeinberg.
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