Cashing in on Oscar nods

Nothing like a few Oscar nominations to boost box office -- and studio morale. Those fortunate enough to have some in their arsenal are fine-tuning distribution and marketing plans, and as a result moviegoers will have another chance to catch nominated films that departed their neighborhood cineplex before they saw them.

Focus Features, whose “Lost in Translation” was recognized in the best picture, director, actor, and original screenplay categories, had already increased the number of theaters from 356 to more than 500 in the wake of the film’s Golden Globe Award win Sunday. Further expansion will be limited only by the number of available theaters, says Jack Foley, president of distribution. “My best-case scenario was to have the movie in the marketplace for half a year,” he says. “The Oscar nominations will make that happen -- and help next week’s home video release.”

“Mystic River,” which opened in October, had begun to play out around Christmas, Dan Fellman, president of domestic distribution for Warner Bros., concedes. Once in 1,300 theaters, the movie -- which received nominations in the best director, picture and three acting categories -- was in only 200 last week. In anticipation of the Golden Globes and the Oscar nominations, however, the studio put it into 1,327 theaters on Friday and has lined up 1,361 this weekend. “The movie is R-rated, tough subject matter,” Fellman says. “Of the top contenders, we’ve had the least box office to date -- $59.1 million. Oscar nominations give the movie an opportunity to broaden its reach and form a mainstream audience.”

Though “The Last Samurai” was relegated to a single best supporting actor nomination, the studio plans to hold firm, playing the picture in 1,115 theaters for the next few weeks.

The 10 nominations for “Master and Commander: The Far Side of the World” exceeded his expectations, acknowledges Bruce Snyder, president of domestic distribution at 20th Century Fox. Released on Nov. 14 in 3,101 theaters, the film, which has grossed $85 million in the U.S. and Canada, was down to 235 locations. Come Friday, however, a drastic change is in store. The number of theaters planned for this weekend is 1,007 -- and climbing, the executive says.

The mega-success of “The Lord of the Rings: The Return of the King,” a big winner at the Golden Globes and an Oscar front-runner, should have little impact on distribution plans, says Russell Schwartz, president of domestic marketing for New Line Cinema. Unless the market dictates otherwise, the movie will remain in 2,558 theaters.

“With $338 million in domestic grosses since its Dec. 17 release, I don’t know how much more the film has in it,” Schwartz says. “Still, I’ve heard that home video sales for the first two parts [of the trilogy] are up -- an indication, perhaps, that people will be heading for the theaters after they’ve seen the previous ones.”

“Cold Mountain” opened Christmas day in about 2,100 theaters and Miramax Films has added 700 since then. The film scored big only in the acting categories, so no changes are contemplated.

“City of God,” with four nominations, is another story, however.

Already in theaters for 54 weeks, the story of an aspiring photographer in the slums of Rio de Janeiro is one of the studio’s “best word-of-mouth pictures ever,” according to Miramax Chief Operating Officer Rick Sands. Now in four theaters, it should be in 125 to 150 this weekend, he says, and 250 by the week of Feb. 12.

“The Barbarian Invasions,” a best foreign-language film nominee playing on 12 screens nationwide, also will continue to expand.

Disney’s “Finding Nemo” and “Pirates of the Caribbean: The Curse of the Black Pearl” were the two top-grossing releases of the summer, notes Chuck Viane, the company’s president of distribution. Though DVD sales stand to benefit from the Oscar and Golden Globe “validation,” no theatrical re-releases are planned.

Fox Searchlight, meanwhile, intends to “significantly” expand Jim Sheridan’s “In America” from 306 theaters in the wake of three Oscar nods. And the home video release of “Thirteen” should gain momentum from Holly Hunter’s best supporting actress nomination, which occurred almost simultaneously, distribution chief Steve Gilula points out.

Similarly, Universal Pictures’ seven nominations for “Seabiscuit,” including best picture and screenplay, are expected to boost home video interest for the summer movie that grossed $120 million domestically, but the company plans a modest re-release in 54 theaters.

Sony Pictures Classics had been waiting for the Oscar nominations before going wide with “The Triplets of Belleville” and “The Fog of War.” Now that the former has been nominated for best animated feature and the latter for best documentary, both will be a lot easier to find. “Triplets,” currently on about 50 screens, should be in between 700 and 1,000 theaters by Oscar time, says Tom Bernard, co-president of Sony Pictures Classics.

Sony Classics’ “The Fog of War,” now on 20 screens, will be rolled out like last year’s Oscar-winning “Bowling for Columbine,” eventually on 500 to 600 screens. The company will be buying more regional TV ads for “Triplets” and will book more cable ads and public information programs for the documentary. And “Zelary,” the Czech nominee for best foreign-language film due to open in late spring, now has a higher profile, he says.

Parent company Sony Pictures Entertainment plans to capitalize on Diane Keaton’s Golden Globe win and best actress Oscar nomination in upcoming promotion for “Something’s Gotta Give.” The movie, which opened Dec. 12, is in 2,143 theaters, a figure that’s expected to hold.

“Our ads already quote reviews saying this is Keaton’s best work since ‘Annie Hall,’ ” says Geoff Ammer, president of worldwide marketing. “We’re going to continue to remind people of how long -- and how well -- she’s been doing this, working not only with [Jack] Nicholson but with Warren Beatty, Woody Allen and Al Pacino ... some of the biggest actors in the world.”

Eighteen-month-old Newmarket Films was coordinating its release plans for “Monster” with the Oscar nominations, President Bob Berney says. Now that “Monster” has drawn a best actor nomination for Charlize Theron, the rollout will proceed as planned. The film, which opened around Christmastime in New York and Los Angeles, is up to 300 screens. The number should increase to 650 by Friday -- and, possibly, 800 by mid-February.

“Whale Rider,” whose 13-year-old star Keisha Castle-Hughes drew a surprise best actress nomination, will reopen at Laemmle’s Fairfax Theater on Friday. A New York re-release is also in the works. Additional screenings and ads will feed the Oscar campaign, says Berney, while bolstering DVD sales.

Any immediate impact will be diluted by the shortened Oscar season, observes Warner Bros.’ Fellner. “For the first time, the nominations will be followed by Super Bowl Sunday, a notoriously bad day for box office,” he says. “But because the accolades are great marketing tools, we’re sure to see a rebound.”

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A nomination can be as good as gold

As studios revamp their marketing to cash in on Oscar nominations and Golden Globes, we’ve arrived at the part of “awards season” that’s actually relevant to moviegoers: Movies that were hard to find show up in more theaters, and films that have dwindled or disappeared come back for an encore -- and extra box office dollars.