Here's what Walt Disney Studios Chairman Rich Ross had to say about it:
"We’re going for the Best Picture win. We wanted to have the best movie and the reviews have clearly said that and it’s the number one box office hit of the year so I’m not sure why we would not go for it all."
As part of their AWESOME advertising campaign to promote Toy Story 3 as Best Picture, they're going to have ads wherein characters from TS3 re-enact famous images from previous Oscar winners.
Award-winning films they plan to enact in their ads include West Side Story, On The Waterfront, Shakespeare in Love, Silence of the Lambs, Titanic, Lord of the Rings: The Return of the King, and Forrest Gump.
Disney plans to release as many as 20 different ads in their effort to get the word out there.
Here's more from Rich Ross:
"The theory is pretty simple for us. It's thrilling that there is a separate category for animation and that allows animated movies to be recognized but for some reason an animated film has never gotten Best Picture and I always wondered was there not an appetite? We decided this year we have the biggest and best reviewed film of the year. If not this year, and not this movie, when?"
"As far as 'Up' last year it’s not surprising but I think the strategy is you go for Best Picture and as a fallback you end up as Best Animated Feature. And I guess I always thought that was not confident. With this movie we wanted to come up with a campaign that kept our aspirations clear but at the same time used a tongue in cheek approach. It's all to recognize the quandary which is that no animated picture had won Best Picture, so we used only Best Picture images to reflect that. I feel very confident we have a movie everybody loves and I want to make sure with our support and our campaign that people don’t feel the consolation prize is the appropriate prize for a movie like Toy Story 3. I think people will look at the ads and feel it's very Pixar and very Disney. At the same time it’s very clear. Toy Story 3 is a Best Picture. Vote for it. Please.”
We continue to fully support your efforts, Disney! It'd be very cool to see history made at this year's Oscars with Toy Story 3 being the first animated feature to win Best Picture.
We wish you the absolute best of luck, bbs!
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