Oct 11, 2026 7:11am PT John Malkovich Says the Oscars Race Was a ‘Different World’ When He Was Last on the Campaign Trail: ‘Now, That’s the Only Way to Get People to Go to Theaters’ By Ellise Shafer Plus Icon Ellise Shafer Latest John Malkovich Says the Oscars Race Was a ‘Different World’ When He Was Last on the Campaign Trail: ‘Now, That’s the Only Way to Get People to Go to Theaters’ 34 minutes ago ‘SNL U.K.’ Cold Open Sees Reunion Between Prince William and Kate and Prince Harry and Meghan (W
Ah, the Oscars. The glamorous night where Hollywood’s elite gather to pat themselves on the back, while the rest of us sit on our couches, popcorn in hand, wondering why we didn’t get invited. Well, John Malkovich, the man who has graced our screens in everything from Places in the Heart to In the Line of Fire, recently dropped a truth bomb at the BFI London Film Festival that has us all raising our eyebrows. He claims that an Oscars campaign is now the only way to entice people to actually leave their homes and go to the theaters. Yes, you heard that right.
Malkovich, who is currently basking in the glow of his performance in Wild Horse Nine, is no stranger to the Oscar buzz. With nominations in both 1985 and 1993, he knows a thing or two about the campaign trail. But let’s be honest: the world of Oscar campaigning has changed faster than you can say “best supporting actor.” Back in Malkovich’s day, it was all about the films themselves. If a movie was good enough, it would naturally draw the crowds. Now? It seems like you need a full-on marketing blitz, complete with red carpets and social media hashtags, just to get people to consider stepping into a dark room with strangers.
Gone are the days when word of mouth was enough to fill a theater. Today, if you want your film to be seen, you better have a plan that includes an Oscars campaign. It’s as if the awards have become the shiny bait dangling in front of our collective noses, luring us away from our Netflix binges and into the nearest cinema. Malkovich is right; it’s almost like the Oscars have become the ultimate carrot on a stick for studios trying to fill seats.
Now, let’s not kid ourselves. The Oscars have always had a bit of a self-congratulatory vibe. It’s a night where the rich and famous show off their latest fashion choices and attempt to pretend they’re not just as human as the rest of us. But Malkovich’s comments highlight a significant shift in how films are marketed and how audiences engage with them.
So, what does this mean for the future of film? Well, if you’re a cinephile, you might want to start paying attention to the Oscar race. If a film is getting buzz, it might just be worth checking out—if only to see what all the fuss is about. Plus, who doesn’t love a good underdog story? Maybe the next big hit will be the one that somehow slips through the cracks of the awards season but still manages to capture our hearts.
In the end, while we might roll our eyes at the idea that an Oscar campaign is the golden ticket to theater attendance, there’s a kernel of truth in Malkovich’s observation. It’s a wild world out there, and if the Oscars are what it takes to get people back into theaters, then maybe we should all start brushing up on our red carpet poses. Just don’t forget the popcorn!
Inspired by: “John Malkovich Says an Oscars Campaign “Is the Only Way to Get People to Go to the Theaters Now”” (r/Entertainment)