Disney is pushing hard for TOY STORY 3 as a Best Picture this year. An animated film has never won Best Picture. Disney is hoping to change that with a pretty cool ad campaign Walt Disney Studio Chairman Rich Ross says:
"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 the campaign they are going to have ads where characters from TOY STORY re-enact famous images from previous Oscar winners, like; WEST SIDE STORY, ON THE WATERFRONT, SHAKESPEARE IN LOVE, SILENCE OF THE LAMBS, TITANIC and FORREST GUMP .
Ross also says:
""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.