John Malkovich says Oscar campaigns are vital for cinema attendance

Actor John Malkovich stated at the London Film Festival that intensive Oscar campaigning has become the primary method for driving audiences to movie theaters. Reflecting on his career, the 72-year-old noted that during his previous Academy Award nominations over 30 years ago, the film industry held a much higher cultural position and campaigning was far less pervasive.

Malkovich, who previously received nominations for ‘Places in the Heart’ and ‘In the Line of Fire’, is currently considered a contender for Best Actor for his role in Martin McDonagh’s ‘Wild Horse Nine’. The film, a noir comedy set near the 1973 Chilean coup, recently earned him a Best Actor prize at the Venice Film Festival.

Discussing the evolution of Hollywood, Malkovich remarked that one must adapt to industry changes, stating, ‘You either change with them or die.’ He also shared anecdotes regarding his past experiences with the prestige of the Academy Awards, noting his preference for a more low-profile approach to celebrity events.