9:32 pm - 10/04/2010
Justin Timberlake is quickly finding out that the Academy Awards is much more than a game of talent, but also about branding.
With the much-hyped 'The Social Network' topping the box-office on its opening weekend with $23 million, it seems anything touching David Fincher's movie is Oscar gold in almost every category, but now its breakout star is already taking heat. Although many swooned for Timberlake's performance, some observers like Vulture think he sealed his fate by signing onto the 'Yogi Bear' movie. It's a tough hit to his chances, but the pop star has one thing going for him that no other candidate can touch: ratings.
Back when Eddie Murphy starred in 'Dreamgirls' in 2006, everyone thought he had a legitimate shot to nab an Oscar for his performance of James 'Thunder' Early. But alas, his campaign derailed because his other offering that year, 'Norbit,' was so wretched it put a bad taste in the mouths of Academy voters. Now with Timberlake getting early Oscar buzz, critics are quickly pointing out the similarity between Eddie Murphy's 'Norbit' no-no to JT's animated turn as Yogi's pal, Boo-Boo. JT's competition will ruthlessly paint him as a fuzzy cute-voiced bear instead of the suave and rich Sean Parker, but the battle is far from over if he chooses to make a fight out of it.
Although JT's performance in 'SN' is attractive to the Academy, his brand should be what's having them drool. For the past five or so years, the Academy has been desperate to fight back the bad press that the show has become a pompous, old-person event that lost touch with the bulk of moviegoers. By trying to change the tune, the show hired hipper hosts that garnered a younger audiences like Jon Stewart in '06 and '08, and also last year expanded the Best Picture nominee quota from five to 10, leaving more room for Joe-Popcorn movies to get some recognition. Now the Academy has a chance to include arguably one of the biggest pop stars of the last 10 years into the show, and open it up to a much larger demographic.
However, Timberlake's biggest challenge is himself right now. He needs to realize his Oscar chances are a lot better than he thinks, and he needs to start taking his acting career more seriously when talking about it to the media. He reacted modestly to PopEater's nomination campaign for him, which was the right move, but his attitude needs to be tweaked like he wants the honor and that he deserves it. It's a new environment for JT, but he's got to get used to the cutthroat Oscar campaign season quickly before voters forget about him. Monique got hit left and right for her apathy at the Academy Awards, but she still won -- JT won't be this lucky with 'Yogi Bear' sitting on his shoulder. He can either just be happy he was a part of the 2010 Best Picture and wait three to five years for his next critic-pleaser, or he can seize the moment and go for the jugular. He told Entertainment Weekly he's ready to take acting seriously, but now he's got to prove it.
their attempt to make JT Oscar nomination happen is hilarious...
source
Will 'Yogi Bear' Be Justin Timberlake's 'Norbit'?
Justin Timberlake is quickly finding out that the Academy Awards is much more than a game of talent, but also about branding.With the much-hyped 'The Social Network' topping the box-office on its opening weekend with $23 million, it seems anything touching David Fincher's movie is Oscar gold in almost every category, but now its breakout star is already taking heat. Although many swooned for Timberlake's performance, some observers like Vulture think he sealed his fate by signing onto the 'Yogi Bear' movie. It's a tough hit to his chances, but the pop star has one thing going for him that no other candidate can touch: ratings.
Back when Eddie Murphy starred in 'Dreamgirls' in 2006, everyone thought he had a legitimate shot to nab an Oscar for his performance of James 'Thunder' Early. But alas, his campaign derailed because his other offering that year, 'Norbit,' was so wretched it put a bad taste in the mouths of Academy voters. Now with Timberlake getting early Oscar buzz, critics are quickly pointing out the similarity between Eddie Murphy's 'Norbit' no-no to JT's animated turn as Yogi's pal, Boo-Boo. JT's competition will ruthlessly paint him as a fuzzy cute-voiced bear instead of the suave and rich Sean Parker, but the battle is far from over if he chooses to make a fight out of it.
Although JT's performance in 'SN' is attractive to the Academy, his brand should be what's having them drool. For the past five or so years, the Academy has been desperate to fight back the bad press that the show has become a pompous, old-person event that lost touch with the bulk of moviegoers. By trying to change the tune, the show hired hipper hosts that garnered a younger audiences like Jon Stewart in '06 and '08, and also last year expanded the Best Picture nominee quota from five to 10, leaving more room for Joe-Popcorn movies to get some recognition. Now the Academy has a chance to include arguably one of the biggest pop stars of the last 10 years into the show, and open it up to a much larger demographic.
However, Timberlake's biggest challenge is himself right now. He needs to realize his Oscar chances are a lot better than he thinks, and he needs to start taking his acting career more seriously when talking about it to the media. He reacted modestly to PopEater's nomination campaign for him, which was the right move, but his attitude needs to be tweaked like he wants the honor and that he deserves it. It's a new environment for JT, but he's got to get used to the cutthroat Oscar campaign season quickly before voters forget about him. Monique got hit left and right for her apathy at the Academy Awards, but she still won -- JT won't be this lucky with 'Yogi Bear' sitting on his shoulder. He can either just be happy he was a part of the 2010 Best Picture and wait three to five years for his next critic-pleaser, or he can seize the moment and go for the jugular. He told Entertainment Weekly he's ready to take acting seriously, but now he's got to prove it.
their attempt to make JT Oscar nomination happen is hilarious...
source