That’s the message seen for the past few weeks on the 12 Years A Slave billboard as you drive on to the 20th Century Fox lot. And since the film earned nine Oscar nominations it has frequently been the slogan of choice for the Fox Searchlight contender in newspaper and television ads. A highly emotional close-up of star Chiwetel Ejiofor as the man forced into slavery and just two words to accompany it: “It’s Time”.
So is it resonating with voters? Are they paying attention? And how do you interpret the message, clearly aimed at Academy voters, that the studio is trying to send for its Best Picture nominee?
It’s Time for a serious film about slavery to win Best Picture?
It’s Time for any film about the black experience to win Best Picture?
It’s Time for a film with a largely black cast, theme, black director and screenwriter to win?
It’s Time those Academy members who have resisted seeing it, because they think it’s too brutal, stick their screener in their DVD player and watch.
Whichever way you look at it, it’s an effective and simple way of getting the film’s message across. Two words, that’s all.
The ad not only can be interpreted as shining a light on a very dark period in American history, it also shines a light on the Academy’s fairly dismal record of awarding its top honor to any movie about the black experience. In fact there has been only one Best Picture winner in the 85 years the Academy of Motion Picture Arts and Sciences has been handing out Oscars that even remotely qualifies in this regard. In 1968, In The Heat Of The Night , a murder mystery set against the racial divide in a small Southern town, won Best Picture and four other Oscars just a few days after the assassination of Martin Luther King (the ceremony was even postponed two days out of respect). The votes were in before the King assassination, but it seemed then that “It’s Time” would have been an appropriate way to describe that victory. However, outside of lead actor Sidney Poitier — who also co-starred in another racially themed Best Pic nominee that year, Guess Who’s Coming To Dinner — this movie featured a largely white cast, white producer, screenwriter and director (Norman Jewison).
12 Years A Slave makes a much bigger statement: The film has been honored widely with Best Picture awards from the Golden Globes, the Critics Choice Movie Awards, the Producers Guild (in a tie with Gravity), and most recently BAFTA, but the victories have been narrow (it went 1 for 7 at the Globes, 2 for 10 at BAFTA and 3 for 13 at the CCMAs). Co-producer/director Steve McQueen has made impassioned speeches at all of them, though apparently it’s not time for a black director to win as he has lost consistently to Gravity’s Alfonso Cuaron in that category at most precursor awards (ironically, there was a Picture/Director split the year of In The Heat Of The Night, with The Graduate’s Mike Nichols winning the directing awards over Heat’s Jewison). Read More »