Hollywood publicist offers insights into Oscar nominee PR process

Michael Levine, Founder LCO

The Academy Awards Oscar process is like "political elections," says Hollywood publicist Michael Levine, "and the way you win is by appealing to and attracting voters."

According to Levine, the best way for movie stars to reach the Academy voting block is through effective publicity (like taking a good photo - check out the attached slideshow!).

"People do business with people they like and respect. Before anyone can like and respect you – they have to know you and publicity is a great vehicle to create an awareness and connection with the voters."

For 23 years Levine, founder of Levine Communications, a Los Angeles-based PR firm, has represented high-profile movie stars, celebrities and companies including Michael Jackson, Cameron Diaz, and Pizza Hut. Levine offers TV commentary on celebrity news (and gives keynote speeches on secrets of super-successful people) and has written 17 books including the ground-breaking Guerilla P.R. and Charming Your Way to The Top.

I spoke with Levine last week and asked him about the best PR approach for movie stars seeking an Oscar nomination and victory.

Oscar Nominations

Levine says movie stars need to start by getting in front of their voting block through ink in must-reads The Hollywood Reporter and Variety.

"Advertising, interviews, and any kind of brand-building editorial is essential to reach the 40,000 to 50,000 people who drive the nomination process," says Levine. He also suggests movie stars participate in charity events which lend themselves to publicity as another vehicle to build awareness for who they are and what they represent.

Oscar Wins

Academy Award nominations are determined by a core group of eligible voters – but according to Levine, the actual win can be influenced by a larger audience – the public.

The public and fans can't vote, but can create a "kind of feeling in a culture," says Levine, "where things are much more possible." He uses the example of President Barack Obama's campaign, which created a feeling in the culture about change which benefited him tremendously. "An actor or actress, for reasons of sympathy or having lost in a previous year, can play into voting patterns of the Academy," says Levine. "So, beyond the necessary nominating publicity which is designed to connect with the Academy voting block - in order to actually win, the nominees need to connect with the general audience in a big way."

Oscar Winners' Fate

According to Levine, being nominated is often the better prize than actually winning. He reminds us the history of winners after an Oscar win is dubious.

"The future success is not based on the past win but on the next movie – how quickly it hits the theaters and how well it is received by both critics and box office." Levine also points out that the personal-public life of the stars becomes even more scrutinized after a win. "Some stars can't handle success and self-destruct. For them, the Oscar win is an ending – not a beginning."

So, is receiving the most celebrating entertainment award in the world worth it? According to Levine, "Just like careers outside of Hollywood - whether you are only a nominee or go home with Oscar - the key to future success will be determined by the choices you make after."