"I’M NOT a gambling man, but I’d put money on this year’s Best Picture Oscar going to a film with a three-word title, the first word being “The”. I’d also bet on “127 Hours”, “The Kids Are All Right”, “The Fighter”, and “Winter’s Bone” not winning. As nice as it is to see them acknowledged, the policy introduced by the Academy last year of having ten films in the Best Picture category means, inevitably, that several of them are there to make up the numbers. And at the moment what we have is a very exciting, very close two-horse race."
A majority of "the several that are there to make up the numbers" are among the highest grossing films of 2010. The Academy has definitely given many of these movies an added boost to their popularity. These movies came out last year but people seem to be advertising them more than when they were released. For example, go home, click your "on demand" button on your remote control, then listen and see what comes to the screen. You will hear "The Social Network", "The King's Speech", "Toy Story 3", and the list goes on. These movies have been out for months yet this company advertises them. They do this because The Oscars presentation brings added attention to the films and makes people want to see them. The Oscar's on ABC is a historic event and every year movies step into a realm not only of prestige and honor but they get to make money for a long, long time. Have you ever seen the movie "Gladiator" with actor Russell Crowe. If you pay attention the cover of the movie's casing says "NOMINATED FOR ______ (fill in the blank) AWARDS" and "WINNER OF _____ (fill in the blank) AWARDS". And then there are quotes like "TERRIFIC" and "BRILLIANT" by The New York Times and other credible sources. These simple words are a marketing tool and so is The Academy Awards. Now I'm not at all saying that the films are not deserving of the Oscar awards they receive. Think of it like an added revenue bonus. If your film is good enough and makes the "Movie of the Year" ballot, then that movie is going to make a lot more money than the movie who didn't make the ballot.