If you’re still on the fence about the Oscar prospects ofBlack Panther, it’s time to see the light. The Venice, Telluride, and Toronto film festivals are about to get underway, at which point the key first phase of Oscar season begins. But Marvel Studios and Disney are also ready to pull the trigger on their Oscar campaign forBlack Pantherin earnest, and they’re aiming forallthat gold.
After the film hit theaters in February to rave reviews and massive box office (it’s grossed a whopping $700 million domestic—more thanInfinity War), Disney hired veteran Oscar strategistCynthia Swartzto orchestrate a campaign. That campaign is now very much underway, as evidenced by the fact that Variety’sKristopher Tapleymoderated a Q&Awith starMichael B. Jordanand production designerHannah Beachlerjust last night. The Oscar odds forBlack Pantherare not only real, Marvel is breaking new ground in actively campaigning for the film.
Indeed, theLos Angeles Timesreports that Marvel Studios presidentKevin Feigebacked the move to giveBlack Pantheran Oscar campaign with a significant awards season budget—a crucial yet often overlooked aspect of how one goes about actually winning an Oscar. This kind of commitment has never been made on any previous Marvel movies, and despite the fact that the Academy has announced a new “Outstanding Popular Film” category, the campaign forBlack Pantheris aiming for the top prize: Best Picture:
“I would like to see the hard work and the effort and the vision and the belief of the talented filmmakerRyan Coogler, who sat across the table from us a few years ago and said, ‘I have been wrestling with questions about my past and my heritage and I think I really want to tell a story within this movie,’ ” Feige said. “And that he did it so unbelievably well and with so much impact … seeing that potentially being recognized is what excites me the most.”
Awards consultants who spoke with the LA Times speculated that it’s possible the Oscars delays the “Best Popular Film” category to next year or scraps it altogether, for fear of it potentially resulting inBlack Panthermissing out on a Best Picture nomination.
And make no mistake,Black Pantheris absolutely a frontrunner to land a Best Picture nomination. The film is unlike other recent superhero movies in key ways, especially with regards toWonder Woman. WhileWonder Womanhad great reviews and tremendous support, it lacked the eye-popping craftsmanship that is often necessary to vault a blockbuster into Oscar contender status, as withMad Max: Fury Roador evenThe Dark Knight. Marvel gaveBlack Panthera bigger budget than usual and allowed Coogler to select his own behind-the-scenes team, which resulted in stunning work from the aforementioned Beachler, costume designerRuth E. Carter, hair and makeup designersCamille FriendandJoel Harlow, and cinematographerRachel Morrisonwho became the first woman nominated for Best Cinematography forMudboundlast year. Some or all of these folks could very much find themselves nominated for their work on the film come January.
Below-the-line nominations are key for Best Picture contenders of a big budget variety, and part of Marvel’s strategy here is to pick those up forBlack Panther, boosting its support in the various Academy branches and thereby increasing its Best Picture chances.
Fegie is hopeful that the hard work that went into makingBlack Panthera reality will be paid off:
“I think it would be wonderful,” he says of a potential nomination in the Oscars’ top category. “The people behind the camera, the people on screen that acted in the movie, any of them being recognized would bring us great joy because they did tremendous work. And it’s always nice when tremendous work is recognized.”
Hold on to your butts, folks.Black Panthermay not be done making history just yet.
