Next year, the Academy Award for Best Picture will expand from five nominees to ten, a move that many in the industry see as Oscar's version of economic stimulus. By doubling the field, more films will have the opportunity to declare its nomination in every conceivable form of advertising. The product life cycle for theatrical runs is indeed a short one. Success is often made in the opening weekend. Unless a film has words like 'transformers' in its title, having copy that reads Best Picture guarantees extra box office oomph - sometimes in the tens of millions.
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