Those of us who follow the annual Oscar race have long known how important certain film festivals are to generating momentum. It’s not an accident that a high percentage of contenders premiere around the same time and have screenings at the same events. Producers want the right type of people to see their movie, just as consensus is starting to form around which films will be contenders during awards season. Unfortunately, that’s becoming more and more complicated.
I didn’t use the term Oscar voters because, while they will always be the most important of the right type of people, they’re not the only right type of people you need to win over to make noise during awards season these days. A splashy premiere at Toronto International Film Festival or Cannes or others can generate buzz, but you need sustained momentum. That comes from local critics groups, who often put out their best of lists quite early, and it comes from hardcore indie film fans who see obscure titles and shout at their friends to do the same.
