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Follow Reuters Facebook Twitter RSS YouTube Read Afghans vent fury over Koran burning, U.S. apologizes | 3:15pm EST Strauss-Kahn held in French prostitution probe 1:19pm EST Europe seals new Greek bailout but doubts remain | 3:54pm EST New American Dream is renting to get rich 15 Feb 2012 Al-Jazeera English, Penn State Abuse Scandal Reporter Win Polk Awards 20 Feb 2012 Discussed 172 REFILE-Al Gore takes aim at ”unsustainable” capitalism 164 Santorum says Obama agenda not ”based on Bible” 147 Romney’s struggles fuel talk of brokered convention Watched Carnival revelers swarm Ipanema Beach Mon, Feb 20 2012 Olympus top executive found dead Mon, Feb 20 2012 Afghans protest over Koran desecrations Mon, Feb 20 2012 Rules, schmules! Oscar hopefuls work around new guidelines Tweet Share this Email Print Related News Designers save a few fashion surprises for Oscars 3:18pm EST Denzel Washington's "Safe House" grabs box office crown Mon, Feb 20 2012 "Safe House" leads movie box office charts Sun, Feb 19 2012 Silence is golden as "The Artist" scoops 7 BAFTAs Mon, Feb 13 2012 Love story "The Vow" leads strong box office Sun, Feb 12 2012 Analysis & Opinion Denzel Washington’s ‘Safe House’ grabs box office crown Drive-thru funeral parlor Related Topics Entertainment » Fashion » Film » Television » Media » Related Video "Hugo" and "The Artist" favorites for Oscars 1:28pm EST French actors Jean Dujardin and Berenice Bejo attend an interview session about the film ''The Artist'' in Paris January 24, 2012. Credit: Reuters/Philippe Wojazer By Ronald Grover LOS ANGELES | Tue Feb 21, 2012 3:18pm EST LOS ANGELES (Reuters) - The January 31 photo opportunity for the film "The Artist" came courtesy of Los Angeles City Councilman Tom LaBonge, who presented the cast and crew of the film with the inaugural "Made in Hollywood" award. But the photo op wasn't just a feel-good ceremony to celebrate the movie. It also served as a clever marketing opportunity for Harvey Weinstein, the movie impresario who has made a history of tweaking rules set by the Academy of Motion Picture Arts and Sciences to restrict Oscar campaigning. With balloting for the Oscar only a month away, the event was aimed not so much at citizens of Tinseltown as at the nearly 5,800 Academy members who could vote for "The Artist," one of the nine films nominated this year for Best Picture. "The Artist" is the only one among this year's contenders for the world's top movie awards that was truly filmed in Hollywood, and the plaque being presented to the makers of the black-and-white, mostly silent movie about 1920s Los Angeles was a none-too-subtle bit of lobbying to movie folk who have seen film jobs leave for Toronto, New York and elsewhere in recent years. What's good for Hollywood is, naturally, good for the Oscars and good for show business. "The Artist" wasn't the only Oscar hopeful using the marketing ploy of a thinly veiled civic or educational event this year. Fox Searchlight, a unit of News Corp., sponsored "A Tribute to Classic Family Dramas From Oscars Past and Present" and sent "The Descendants" star George Clooney to a question-and-answer session at the Egyptian Theater in Los Angeles. The Fox studio event was co-sponsored by the nonprofit American Cinematheque, some of whose members are also Academy members. Dreamworks, which produced the "The Help," a tale of Southern maids in the 1960s, sponsored a symposium on "the power of films to create social change" with the USC School of Cinematic Arts. "It just felt organic," a Dreamworks spokesman said in describing the "Help" seminar, at which Oscar-nominated star Octavia Spencer and writer/director Tate Taylor appeared on the panel. "This was a movie that was about something, a movie that resonated with a lot of people because of what it stood for." Fox executives declined to be interviewed for this story, and a spokeswoman for the Weinstein Co. had no comment. Why the use of so many nontraditional and educational symposiums around Los Angeles this year? Studio executives had to get creative, because that's what they're paid for. This year, the Academy clamped down on past Oscar campaigns that included lavish parties for members where the food and drink flowed. In September, the Academy passed new rules that prohibited receptions after screenings, a longtime Hollywood lobbying ritual, and limited to two the number of panel discussions that filmmakers can attend. The rules also barred inviting Academy voters to attend events designed specifically to promote a nominated movie or individual. What the changes didn't prohibit was nominees like "The Help's" Spencer from attending a panel discussion at which she talked about growing up in the Southern United States and encouraged USC students to reach for their dreams. "I'm just here to talk about how powerful a film can be to change people's minds," Spencer said after posing for pictures in the lobby of the Landmark Theater in the Westwood section of Los Angeles, where the seminar was taking place. But it's not only prestige that Oscars bring. The box office for last year's winner, "The King's Speech," jumped 10 percent the week after the film was crowned, even though it had been in theaters nearly three months. This year, online ticket seller Fandango reported a doubling of ticket sales for "The Artist" and a 65 percent bump for "The Descendants" the day after they were nominated. To meet that demand, the studios rolled out their films to more locations. "The Artist," for example, added nearly 800 theaters to its release schedule between the January 17 nominations and a recent peak on the February 3 weekend. Its U.S. and Canadian box office more than doubled over the same period, from around $9 million to more than $20 million. "The Descendants" also aggressively boosted its theater count, and "The Help," which was released in theaters late last summer, will look to increase DVD sales and future TV revenue from all the Oscar hype. "You particularly see the Oscar bump for end-of-year indies, movies not fueled by star power," said Fandango editor-in-chief Chuck Walton. "Moviegoers are more selective these days, and once the competition has been narrowed, they'll take a chance on seeing a movie that's an Oscar winner." And as studio executives know these days, it's hard to win an Oscar if you don't campaign for one. (Reporting By Ronald Grover; Editing by Sheri Linden and Bob Tourtellotte) Entertainment Fashion Film Television Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints Entertainment News From the Wrap Sundance Selects Takes North American Rights to Documentary 'Ali Weiwei: Never Sorry' 3:21pm EST Alison Klayman's Sundance documentary about Chinese dissident Ai Weiwei will be released in North America by Sundance Selects Weinstein Co. to Appeal 'R' Rating for 'Bully' 3:18pm EST Harvey Weinstein wants a PG-13 for documentary so it can be shown in schools Charlie Sheen to Ashton Kutcher: Sorry, You Don't Really Suck 2:35pm EST Ousted "Two and a Half Men" actor Charlie Sheen apologizes for trashing his replacement -- but still thinks the show is "adrift" Sarah Palin Documentary 'The Undefeated' Gets TV Premiere on ReelzChannel 2:36pm EST For the many who missed the film about former vice presidential candidate in theaters, here are three more chances to ignore it We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Advertise With Us Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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