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Melissa Leo's Oscar Campaign: Sad, or Sadly Necessary?

By Courtney Enlow | Posted Under Celebrities Are Better than You | Comments (35)

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We all learned a new rule of Oscar etiquette this week; purchasing one’s own For Your Consideration ad is where sadness lies.

Melissa Leo, tired of being completely ignored unless it’s Oscar time and 2009 and 2011, and even then still not getting her face on any kind of magazine, took matters into her own hands and purchased For Your Consideration ads for herself.

Look at them. Gaze at them. The power of sparkle fur compels you.

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So we ask: a necessary evil, or an Oscar party foul?

An argument for the former: Leo has a point. Until Oscars 2009, and frankly after, hers was a name few knew. Then came Frozen River, a little seen, much loved film, and awards and accolades and she probably thought, finally, this was it. That at 48 years old, she’d finally broken out.

But she really hadn’t. Which was fine. Back to smaller, more independent, largely ignored films, like Don McKay and Veronika Decides to Die, which has been desperately trying to see the light of day for about three years now, and I imagine will only do so to coincide with Sarah Michelle Gellar’s new TV show.

Even Welcome to the Rileys, a film that garnered some indie success, was known as the Kristen Steward stripper movie, and having not seen it, I certainly had no idea Leo was in it. Treme is loved by those who love it, but doesn’t have the typical HBO show fervor most receive. Leo tends to get the short end of the fame stick, and this year, when she has a real shot, she took a chance to for once not be ignored. Why should we fault her that?

An argument for the latter: Because when we find out actors care about that kind of thing, it’s weird. The ones who’ve worked passionately, who stay out of the limelight, we appreciate that about them, that they’re eschewing fame for something real. To hear stuff like magazine covers matter to someone like that is kind of depressing. Also, let’s face it, she’s got this thing locked. Paramount isn’t doing individual FYC ads for anyone this year. It wasn’t a personal slight. And Oscar win or no, she’s a character actress. That’s what she is. She isn’t the glamorous movie star other women sometimes are, and that’s okay. How often do we see Meryl Streep on magazine covers? Not all that often, and it was way less often prior to the last couple years. We respect character actresses because they’re not attempting to make a career out of looks and glamour and for that they are ageless.

A rebuttal: Is it so wrong for a woman to want to be seen? Not as a character, not as an awards machine, but as the beautiful woman she is? And, now at 50, if no one is asking, is it so wrong to put it out there for them? She’s up against a 14-year-old, Amy Adams, the dark horse candidate and Helena Bonham Carter, who, despite dressing like Bjork’s attic most of the time, we all know has had the ability to be super hot. Why should we fault Melissa Leo for showing us that she can too?

My stance: It’s a bit off-putting to see the vulnerable side of Hollywood. But I get it. And while I wish she hadn’t included the weird Snow Queen by the pool shot, it’s kind of awkward and hilarious, making it a bit precious. Melissa wins.









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Comments

I don't get it at all. You want to self-promote? Fine. You're in a business full of over-sized egos, go on and self-promote. But these posters? What do they say about her?
Clearly she's not angling for the PETA contingent to love her. But apart from that, they seem to be saying what? The best I can come up with is that she could be considered for a sequel to 101 Dalmations.
Wouldn't a better poster be one that chronicles her body of work and plays to the "she's been around so long" mercy Oscar vote? I find them very off-putting, but then I don't work in Vomit, USA so what do I know.

Posted by: PaddyDog at February 8, 2011 2:10 PM

I personally don't see anything wrong with it, because I also don't see what difference it would make. Sending screeners to the voters is what makes the difference. On the other hand, people vote for bad movies, whether the film is free to them or not. So maybe it seems self-aggrandizing, but people like what they like, despite the advertising, most of the time. However, because it is advertising, I would have suggested choosing pics that made her look good, but also reminded voters of the film she's up for. Just to make it easier to connect those winning dots.

Posted by: Chickaboom at February 8, 2011 2:14 PM

I have no problem with this. It's clearly important to her. She's worked hard for it. What's wrong with making a push for it?

It's an ad/PR campaign. It's what people do when they want to win something that is totally dependent on how a bunch of people vote (see, i.e., elections).

Maybe she thinks the studio isn't doing enough to promote her or doing it wrong.

In any event, the only time I have ever seen these campaign ads is on here, so they really don't impact me. I imagine the only people who see them either live in Los Angeles (which is all about self-promotion) or read Holywood trade magazines (which is even more about self-promotion).

I don't find it particularly sad or sadly necessary.

I hope she wins. I thought she was excellent in Frozen River.

Posted by: Forbiddendonut at February 8, 2011 2:14 PM

I don't know. The Oscars and the hype that surround them and the fact that true quality so often has nothing to do with anything all combine into this storm of strangeness once a year.

I mean, if you ask me, Amy Adams gets nominations simply because she has been nominated. Like, she got nominated for Junebug, so everybody decided she was an award-worthy actress, so now whenever she's in an Oscar-bait movie she gets another nomination. Does she deserve them? I'm not going to say she doesn't, but there are so many performances out there that are just as good as anything she's capable of.

Posted by: Todd at February 8, 2011 2:15 PM

My guess is, she read that Tina Fey article and thought maybe she should toot her own horn quick, or it will be too late. Sad really, she's pretty awesome and amazing, but I don't get to vote.

I would have hired a better stylist though... can't really get on board with the fashions. Big plus marks for the restrained Photoshop usage though.

Posted by: Mrs Smith at February 8, 2011 2:16 PM

Hmmm...I really don't know enough about her, but my gut reaction is that the campaign is sorta tongue-in-cheek. I get this jokey feeling out of the whole thing, specially with the super-dramatic poses and clothes. Kind of like something in a Christopher Guest movie.

Posted by: Figgy at February 8, 2011 2:17 PM

That's what I was thinking too, figgy. Or maybe I just hope that she's joking a little bit.

I loved her when she was on Homicide, and wanted crazy curly hair just like hers.

Posted by: Captain Tuttle at February 8, 2011 2:26 PM

That first picture has one of the most awkward poses I have every seen. Somewhere, Tyra Banks is screaming in pain. I don't think the ads would be earning as much disdain if they were better done. People can't picture you holding an Oscar if you look like an armless, contorted mer-woman. With one boob.

Posted by: Lauren at February 8, 2011 2:26 PM

@Figgy, you might be on to something there. When I think of Melissa Leo, The Lusty Duck and Cruella De Vil aren't the first images that spring to mind. Maybe the whole thing was conceived as a parody of the "glamour for glamours sake" aspect of Hollywood.

Posted by: Groundloop at February 8, 2011 2:29 PM

If it were me, I'd be whoring out as much as possible. After a certain point, actors are looking for a pay day. And, winning an Oscar will put you on that track.

Posted by: gunnertec at February 8, 2011 2:38 PM

No, she's not joking. She cares a LOT about this stuff. A lot.

And it is sad. She has made herself a joke.

Which is too bad, because she could have made herself cool. Instead, she went the Sally Field route without the body of work behind her.

She's professionally dead, as far as stardom goes -- which is what she wants, she really, really wants. She will continue to work, but she will never attain the glamourous career she so desperately wants, she will never be in the In Crowd, because she WANTS it so badly.

Wow. We never, ever leave Junior High.

Posted by: Maryscott O'Connor at February 8, 2011 2:44 PM

SAD. Sad and unflattering and worst of all unnecessary. I'd understand if she had done this the year she was up for Frozen River, but she's been winning every award invented this year and she's a shoe-in for her Best Supporting Actress Oscar this year. What exactly is she trying to prove?

Posted by: valerie at February 8, 2011 2:45 PM

When Streep has a movie out, she is on magazine covers.

Posted by: Ponatencion at February 8, 2011 2:45 PM

I'd like to think this is tongue-in-cheek, but if it is, it's very poorly done. What do the kids call it nowadays? "FAIL"?

My grandkids say that's right. If I had grandkids.

Posted by: sars at February 8, 2011 2:55 PM

Despite all of this, I still have no idea who the fuck Melissa Leo is. But I do want the blue from the Cruella's pool photo in my bathroom.

Posted by: MeganTheFirst at February 8, 2011 3:02 PM

I can't help but think that she must have a terrible agent. Which agent would ever condone their client doing this? For heavens' sake, she has an OSCAR nomination. She should be on more magazine covers, and her agent is the person who should be booking her for this. It should not have to come to this.

Posted by: denesteak at February 8, 2011 3:07 PM

No, she's not joking. She cares a LOT about this stuff. A lot.

She does?

http://29.media.tumblr.com/tumblr_lfv8nnsJUX1qagbewo1_500.jpg

Posted by: sars at February 8, 2011 3:13 PM

Firstly, I love Melissa Leo.

Secondly, this is stupid. She should win regardless of a little photo parade; I think she will win. The Fighter has had a much bigger profile than Frozen River. But whether tongue in cheek or not, this reeks of desperation and the woman is too good an actress to beg for an award.

Rise above, Melissa, rise above.

Posted by: Cindy at February 8, 2011 3:29 PM

I have a weird vibe about this. I am currently in the throes of promoting my current musical project and am caught in between the skeeziness of posing LOOKATMEIMAWESOME marketing crap all over the place and my normal self which is somewhat akin to the terrified girl scout with boxes of cookies rattling in her shaking hands.

What I'm trying to say is that as an artist you have to be willing to take on the mantle of the ego-driven asshole and know that you are in essence a product and should be promoted as BEST PRODUCT EVAR. It has no bearing on you personally.

Posted by: meh at February 8, 2011 3:30 PM

I personally have no problem with it; everyone wants their work to appreciated, and I don't think actors are or should be any different.

What is kind of squidgy is the actual approach she took. I'm with PaddyDog; these posters just aren't working for me. They show nothing about her actual roles, and were I unfamiliar with her work, I would be thinking, "Consider you for what, Melissa Leo? Instructions on how not to take a bad glamour shots?"

Posted by: noodlestein at February 8, 2011 3:54 PM

they're like really skeezy ads for some new scent called Consider. all stink of desperation aside, they are truly terrible embarassing photos.

of course, i had never heard of her until pajiba ran an article on her. maybe she just snapped. someone fire off an email to her, let her know the pajiban camp likes her, really likes her.

are ads normally taken out for individual nominations?

Posted by: idleprimate at February 8, 2011 3:58 PM

I have mixed feelings for the self promotion and undivided hate for the bizarre cheap magazine ad knockoffs. Unless Figgy is right and they are supposed to be satire, then I love them.

Posted by: elgarcon at February 8, 2011 4:23 PM

I still want to get out my fur coat and hang with her poolside. If that's what she was going for with these ads, then MISSION ACCOMPLISHED.

Posted by: Athena at February 8, 2011 4:47 PM

idleprimate:

I have no idea how frequently people do this, but I know she's not the first. I remember some years ago Stockard Channing did the same thing (I can't remember if it was for a Tony or an Emmy nom), running it like an election campaign with full-page ads in newspapers and such.

Posted by: PaddyDog at February 8, 2011 5:19 PM

I think it's kind of sad but much more disturbing is that I keep thinking the header pic is Halle Berry...what?

Posted by: BalladofMaxwellDemon at February 8, 2011 5:48 PM

but stockard is kind of a crazy pants, so she is allowed to do whatever she wants.

Posted by: idleprimate at February 8, 2011 6:16 PM

Where's the "this campaign fucking rocks" option? I'm a recovering famewhore and I support this campaign. It's so brilliantly self-absorbed that it can do nothing but backfire. If this leads to Helena winning her long-overdue Oscar (for Wings of a Dove) I'm all for it.

Posted by: Robert at February 8, 2011 6:29 PM

Again, I fall back to my position, the one wherein I choose to differentiate between actor and movie star.

Way back yonder, when I was still in music school, I was witness to an interesting (if only tangentially related) dichotomy within the College of Performing and Visual Arts. Once musicians entered conservatory, they stopped performing anywhere for free, unless the performance in question was degree-related. Even singers would change churches (especially vocalists raised in Church of Christ) in order to sing with choirs that paid every Sunday (or, in the case of the synagogue, that would pay non-Jews to come sing at all for Shabbat services). For us, it was still about the art on some level, but it became more about "this is our trade, and how we put food on the table."

The actors in the theater department, however, were all about The Work (and I don't mean that derisively), and were happy just to be allowed to act, whether they were getting paid or not (and, as often as not, they'd be doing musicals for free onstage, while we musicians in the pit were being paid quite well).

Now, none of the actors going through the theater program while I was there have become famous as yet (well, there were one or two guys, but they mostly became famous in that "frequent porn appearances" way), and those who have stuck with the acting thing are still very happy just to be Equity- (or SAG- or AFTRA-) card carrying actors.

Do I think Leo is sad for being so suddenly self-promoting? Well, I don't know. I'm not clear on why she got into acting in the first place. But being famous for being on a reality show doesn't pay well except for those who were already wealthy. There is that old notion, though, that those of us who become performers are already screwy with the need for attention anyway, and from there it's just a question of degree.

Posted by: Jerry at February 8, 2011 6:31 PM

I'm definitely not opposed to people buying their own ad space. If Sean Penn can take out ads that are nothing but political screeds, Melissa Leo can pimp herself out for an Oscar.

The problem is that these phots are awful. She doesn't look glamorous, she looks like an old woman (not that she's old at 50, I'm talking about her style) trying to look like Elizabeth Taylor when her diamond-infused perfume was all the rage.

Black and white portraits with heavy contrast. Melissa Leo. The Fighter. Consider.

Done. (The list of her previous credits is an excellent idea, too.)

Or, if they are satire, it's poorly executed because no one is in on the joke. There's no wink going on here; it's all surface, which has the habit of accidentally turning satire back into reality.

And I think it's hilarious that people are putting more words into this debate, per average comment, than in any of the political ones.

Posted by: RobP at February 8, 2011 6:51 PM

I'd be cooler with it if her cleavage weren't 40% bones.

Yes. I went there.

Posted by: superasente at February 8, 2011 7:27 PM

She'd be perfect for the Prime Suspect remake.

Posted by: The Mutt at February 8, 2011 7:51 PM

It is no more embarassing than Natalie's tour of pandering, "creation", and boyfriends that want to sleep with her.

Posted by: stump at February 8, 2011 9:05 PM

I adored Melissa Leo in "Homicide" and "Frozen River", but let's face it, a 50-year-old Hollywood actress is the cinematic equivalent of Old Yeller. This may be her last shot to win (very arguably) the most prestigious award in her field. What would you do if you had your last chance at the golden ring in a field in which you'd been toiling your entire career...? For many, it represents the ultimate validation of their craft. It's a prospect that would cloud anyone's judgement. You can't cash in your credibility for pay cheque.

Although having said that, when I first saw the photos (especially Cruella by the Slip'n'Dip with her hwebpage address at the bottom), my heart sank just a little.

Colin Firth, at Melissa's age, doesn't have to lift a finger for award recognition, and his career will continue for decades. Ain't gender inequality a bitch?

Posted by: Xiufetish at February 9, 2011 4:24 AM

OHHH...she was the mom in The Fighter?
Then yes, she should win because she was rad.
Those pictures? Awesomely hilarious-good for her.
Hell yeah to having a sense of humor, especially about yourself.
However, her Globe speech got a little long winded.
Hope she does it more succinctly on Sunday.

Posted by: Hun at February 9, 2011 8:33 PM

she probably is doing this cuz she is anti hollywood. everyone is quick to blame hollywood writers for not having enough female roles for women of a certain age. this year, the best actress & supp actress were probably the hardest slots to fill cuz there were too many good performances and a lot got snubbed. she's pulling a cher by saying, "it's not enough to be nominated." she wants to win and will do whatever it takes.

Posted by: brett at February 23, 2011 1:49 AM