LOS ANGELES 鈥� Can a backlash tank a film鈥檚 Oscars prospects? It鈥檚 a situation that manifests nearly every year, when some awards hopeful is deemed problematic, such as Saving Mr. Banks for glossing over Walt Disney鈥檚 unsavoury views, or Zero Dark Thirty for its perceived endorsement of torture.
This season, the target is Martin McDonagh鈥檚 Three Billboards Outside Ebbing, Missouri. But unlike other campaigns derailed by controversy, Three Billboards has soldiered on and continued to pick up major awards for the film and its actors.
It won best film at the British Academy Film Awards, best drama at the Golden Globes and best ensemble at the Screen Actors Guild Awards in addition to a slew of critics鈥� awards and a near-sweep of the major trophies for leading actor Frances McDormand and supporting actor Sam Rockwell. At tonight鈥檚 Oscars, it鈥檚 up for seven awards, including best picture.
With its dark humour and complicated characters and themes 鈥� a mother out to avenge her daughter鈥檚 rape and murder, a suggestion of police brutality against black residents 鈥� Three Billboards made an early splash with critics and audiences at the Venice Film Festival in September and then at the Toronto International Film Festival in October, where it won the audience award and was hailed by some as one of the year鈥檚 best. When it hit theatres in November, a month after the New York Times and the New Yorker first wrote about sexual-harassment claims against Harvey Weinstein, it also became emblematic of the post-Weinstein rage rippling through society.
鈥淚t鈥檚 a barn burner, a bracing shot of whisky downed while spoiling for a fight, a cathartic wail against the zeitgeist of rape culture and state brutality,鈥� critic Katie Walsh wrote.
But in December, a different narrative started taking hold, that the film problematically redeems Rockwell鈥檚 racist character.
Ira Madison, writing for The Daily Beast, said it was 鈥渢one-deaf鈥� and 鈥渨holly offensive.鈥�
鈥淚t attracts the type of crowd that likes to reward simplistic tales of racism like Crash, where white people learn how to be good to one another at the expense of black people,鈥� Madison wrote.
After it won the Golden Globe in January, Wesley Morris wrote in the New York Times that, 鈥淚t鈥檚 like a set of postcards from a Martian lured to America by a cable news ticker and by rumours of how easily flattered and provoked we are.鈥� Morris wondered whether the film really did have anything to say about America.
Five days after the Times essay ran, the film was nominated for seven Academy Awards. It also became a relative commercial success, with more than $121.5 million US in box-office receipts worldwide.
McDonagh, for his part, disagreed with some of the fundamentals of the backlash.
鈥淚 think some of it comes from the idea that Sam鈥檚 character is redeemed at the end. I don鈥檛 think he is,鈥� McDonagh said in a January interview with Variety鈥檚 Kristopher Tapley.
Three Billboards co-producer Graham Broadbent even suggested that there is 鈥渁 degree of success鈥� in the fact that the film has triggered passionate reactions, good and bad. Unlike La La Land, Three Billboards was meant to agitate.
Actor Clarke Peters said he鈥檚 not surprised it has inspired zealous responses. 鈥淚t鈥檚 holding a mirror up to us and sometimes when you look in the mirror there are things you like to see and things you don鈥檛 like to see,鈥� Peters said.
And this whiplashing between accolades and outrage and 鈥渢hat鈥檚 the point of it鈥� defences has been the roller-coaster narrative for Three Billboards, far from a straight path to Oscar.
As long as the awards race drones on for three months, there will always be an unpopular popular film 鈥� ostensible crowd-pleasers that annoy some to death, especially as the season begins to get long in the tooth (such as Crash and even La La Land). Where other films might disappear from the conversation the week after they are released, awards films are often picked apart until nothing good is left.
In the case of Three Billboards, it is most likely a variety of factors. The backlash started after many had already seen the film and formed their own opinions. And it鈥檚 still just a guessing game as to whether criticism affects what voters think in a statistically significant way.
鈥淚 don鈥檛 see somebody who loved it suddenly hating it because of something they saw on the internet or vice versa,鈥� said the Hollywood Reporter鈥檚 awards columnist, Scott Feinberg. 鈥淧eople don鈥檛 want to be told what to think. If they were looking for validation for that belief then they were happy to find it, but I think it鈥檚 overstated.鈥�
Entertainment news website Vulture spoke to 14 new film academy members who were mostly 鈥渦nfazed鈥� by the backlash (one found it problematic).
Vanity Fair Hollywood correspondent Rebecca Keegan also notes that the demographics of the film academy are different from those who participate in social media 鈥� and even where they overlap, we鈥檒l likely never hear about it.
鈥淎 lot of people in the academy would never express how they feel on social media because they work with people who they鈥檙e voting for and against and they wouldn鈥檛 want to have to go in for a pitch meeting with someone whose movie they just trashed,鈥� Keegan said.
鈥淪ocial media matters more every year as the academy gets younger and as the generation that uses it begins to be Oscar voters, but it is in no way representative of this group of some 7,000 people.鈥�
The film has even inspired billboard protest art that has popped up everywhere from Florida to Los Angeles in recent weeks.
The signs aren鈥檛 protesting the movie, they are using the eye-catching iconography to protest everything from gun control to sexual abuse in Hollywood.
鈥淓veryone should feel all the things that they鈥檙e feeling and they should be vocal. That鈥檚 discussion,鈥� said Three Billboards actor Abbie Cornish. 鈥淲ithout it, what do we have?鈥�
