by Cláudio Alves

There's something mercenary, a bit unseemly, about many Oscar campaigns. Nobody should be slighted for campaigning too hard or for showing they want the award too much, of course -- that's not what we're saying (no Hathahating here). Still, studio's FYC ads tend to feel pushy, more interested in vacuous hyperbole than a genuine celebration of any film's particular merits.

All of that said, sometimes a campaign hits the nail right on the head, negotiating the needs of clever promotion and cinephile wonderment with utmost ease. Such is the case of Once Upon a Time ...in Hollywood's latest ads. As the final Oscar voting starts, Sony has played its last card in the campaign game. It's a rather simple one, focused on special screenings and a bunch of traditional paper ads as well as some internet banners. Their genius lies in the simplicity of it all, avoiding incomprehensible lists of critics' prizes in favor of a simple powerful message...