Pete Hammond

EXCLUSIVE: After going out last weekend on its modestly wide break to nearly 1000 screens where it grossed $3.4 million and cracked the box office Top 10, Paramount’s Young Adult is shifting its emphasis in TV spots airing starting on Thursday. It’s the same thing Paramount did last year when it transitioned the campaign for The Fighter from its consumer emphasis to one that was “Oscar-centric.” With Academy ballots going to members early next week, the distributor wants to emphasize the awards-worthiness of the film directed by four-time Oscar nominee Jason Reitman, written by Oscar winner Diablo Cody (Juno) and starring Oscar winner Charlize Theron (Monster). Although the spots are not full of the usual “sell” for films of this type, Paramount is obviously hoping Academy members will be sold on the merits of this dark comedy, which has already earned Theron nominations for Golden Globes and a Critics Choice Movie Award –  the group that also nominated Cody’s script and supporting actor Patton Oswalt. Here’s the new ad:

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