Who can forget Lady Gaga’s unforgettable bids?
At the 1999 Oscars, John Madden’s Gwyneth Paltrow-led period romance was named Best Picture over Steven Spielberg’s World War II saga thanks to an aggressive action plan masterminded by the former’s producer, Harvey Weinstein. Alongside the usual flurry of screenings, parties and press, he deployed consultants to lobby Academy members and started a whisper campaign against, insisting that the film’s power lay entirely in its first 15 minutes .
ended the night with five, including Best Director for Spielberg. Even more crucially, though, it transformed the awards season campaign model forever, making negative campaigning significantly more common.Weinstein returned to the fray with another grand scheme in 2003, when promoting the Miramax-produced Martin Scorsese epic to Academy members.
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