By the time the Academy Awards rolls out the red carpet each year, most stars in the running have spent months travelling the world, attending premieres and screenings, and schmoozing with industry VIPs to promote their films and themselves.
Oscarscampaigning is a multimillion-dollar industry. While the Academy has strict rules to help ensure standout films and performances win fair and square, this year’s unexpected nomination of Andrea Riseborough in the best actress category has sparked debate about how the process works.
In the wake of the controversy, Academy president Janet Yang told Sky News campaigning rules will be revisited again following this year’s ceremony, with the “changing environment” of social media in particular to be looked at. “We are going to buckle down and look very closely at the regulations that have been with us for a while,” she said. “There are a lot of things that weren’t addressed in the current campaign regulations that we feel need to be addressed now.”
How does campaigning work?
Image: Pic: AMPAS
Campaigning can include everything from advertising to red carpets to placing actors for the right interviews, all to build the narrative that a film and its stars are Oscar-worthy. Why do film studios do it? Well, there were 301 films eligible for this year’s Oscars – they need to get their films noticed.
The Academy has strict rules around “the annual rite” of campaigning, which include limitations on the number of mailings that studios can send, and also on promotional items, lobbying and parties.
Nominees are, unsurprisingly, banned from making negative or derogatory statements about their rivals in public. Penalties for those who breach the rules can include disqualification and any existing member of the Academy (typically a previous winner) could face suspension or expulsion.
Life on the campaign trail
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Everything Everywhere star on Oscars nod
At a reception for Oscar nominees held in London in February, a few days after an Oscars luncheon in LA, The Banshees Of Inisherin stars Colin Farrell, Brendan Gleeson and Kerry Condon rubbed shoulders with fellow acting nominees including Angela Bassett, Michelle Yeoh and Ke Huy Quan, as well as industry bigwigs.
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“It’s crazy!” Condon said when asked about the work that goes on in the run-up. “It’s like a whole other skill that you have to be good at, chatting to people and getting your picture taken and all sorts of things you wouldn’t think of as an actor. And you have to get good at them fast.”
For some, this is all good fun. Take Everything Everywhere All At Once star Quan, who has made no secret of his excitement. “The audience embracing the movie the way they did is beyond anything we ever imagined,” he said. “I’m enjoying awards season very much… it’s been a wild ride.”
Image: L-R: Filmmakers Emile Sherman, Iain Canning, David Seidler, Tom Hooper and Gareth Ellis-Unwin pose with their Oscars for The King’s Speech in 2011. Pic: AP/Chris Carlson
But it can be hard work. Producer Gareth Ellis-Unwin picked up his best picture Oscar for The King’s Speech in 2011 and is now an Academy Awards (and BAFTAs) voter. “It surprised me,” he says of the campaign for the film, which lasted for more than three months. “It was like running for local office.”
In 2016, former winner Susan Sarandon spoke out against the process, likening it to the race to become US president in terms of the cost and length. Speaking on a panel at that year’s Cannes Film Festival, she called for a reform to campaign finance. “People have to be available for months and someone has to pay for that,” she said.
Twelve years on from his win, Ellis-Unwin, who is now head of film and animation at the charity Screen Skills, says things are changing.
“Now you can bring a focus to a film project or TV show and not have the same marketing spend you had 10 years ago. Our distributors joked that it cost something like $30m to market our film for the award ceremony, which is twice the budget for the film.”
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Colin Farrell: Oscars ‘icing on the cake’
Why was Riseborough’s nomination a surprise?
The British actress’s nod for her performance in To Leslie – a small indie film in which she plays an alcoholic single mother who wins the lottery – was unexpected because there had been no substantial buzz surrounding her beforehand.
And because black actresses who did have that buzz – Viola Davis, for The Woman King, and Danielle Deadwyler, for Till missed out. While Davis, Deadwyler and others seemingly played the more traditional campaign game, Riseborough’s nomination came in the wake of praise on social media from A-listers including Gwyneth Paltrow, Jennifer Aniston and Edward Norton.
There is no suggestion Riseborough herself did anything wrong. But the controversy has raised questions over what campaigning looks like in the future, and reignited debates around opportunity and racism in the film industry.
Shortly after this year’s shortlists were announced, the Academy launched a review to ensure no campaign rules were broken. After a short investigation, the organisation said it discovered “social media and outreach campaigning tactics that caused concern” surrounding To Leslie, but not to the level that Riseborough should lose her nod.
Yang told Sky News it was an “unusual situation” but that no rules were broken “based on the existing rules”.
Can voters really be swayed?
Image: Gwyneth Paltrow was named best actress and Shakespeare In Love won best film, among other awards, at the Oscars in 1999
When it comes to aggressive campaigning, industry insiders say it began with disgraced producer Harvey Weinstein; he reportedly started a whisper campaign against Steven Spielberg‘s Saving Private Ryan in 1999, when it was in the running for best picture alongside his own film Shakespeare In Love – which went on to win. The Academy has since tightened its campaigning rules.
Addressing the Riseborough controversy, Jenelle Riley, features editor for US entertainment publication Variety, says there is a “whole industry devoted to campaigning” but Academy voters will ultimately choose the films and stars they believe are worthy.
“The Academy is going to do what they want to do and they’re going to vote for what they want,” she says. “Nobody can force you to check off her name on a ballot. If people voted for her, it’s because they want to.
“Anyone who has seen To Leslie is not going to argue that she didn’t deserve to be nominated… the truth is, there’s just an embarrassment of riches. Part of me thinks they should increase the number of nominees.”
Can Riseborough win?
Image: Riseborough attended the Independent Spirit Awards the weekend before the Oscars. Pic: Jordan Strauss/Invision/AP
There could be a last-minute upset, but it seems unlikely. Not necessarily because of the campaigning investigation, but because the best actress category looked set to be a two-horse race between Cate Blanchett (Tar) and Yeoh (Everything Everywhere All At Once) even before the nominations were announced.
Image: Cate Blanchett, who has supported Riseborough, is one of the favourites to win the best actress prize. Pic: AP/Chris Pizzello
“The nomination is the win” for Riseborough, says Matthew Belloni, former editor of The Hollywood Reporter and a founding partner of digital media company Puck.
However, he says he doesn’t believe the investigation harmed her chances. “If anything, I think she picked up some votes because people didn’t like that this campaign was castigated. Members I’ve talked to thought it was ridiculous that they were potentially being punished for this,” he said.
Future rule changes?
Belloni describes the To Leslie campaign as innovative, having bypassed the traditional avenues of advertising, throwing parties and putting “the talent on a circuit of interviews and handshaking”.
Without a big budget behind them they instead built up support on social media.
Despite the Academy deciding not to take away Riseborough’s nomination, Belloni says he believes the scandal will lead to further rule changes limiting social media activity.
“I think it’s going to change things. I think we’re going to see new rules and it’s going to update the Academy code of conduct for the social media age,” she said.
You can watch the Academy Awards on Sunday 12 March from 11pm exclusively on Sky News and Sky Showcase.And for everything you need to know ahead of the ceremony, don’t miss our special Backstage podcast, available now, plus a winners special episode from Monday morning.
A British version of long-running US sketch show Saturday Night Live (SNL) will be coming to Sky next year.
An American pop culture institution, SNL launched the careers of stars including Bill Murray, Tina Fey, Eddie Murphy, Kristen Wiig and Will Ferrell.
Image: Donald Trump on a Mothers Day episode SNL in 1993. Pic: AP
It’s also featured a host of celebrity and political guests, including tech billionaire Elon Musk and Donald Trump when he was a presidential candidate.
SNL celebrated 50 years on air in February.
British comedians will be cast in the UK spin-off, which will be overseen by US producer Lorne Michaels alongside the US version.
Along with his production company Broadway Video, which has made The Tonight Show Starring Jimmy Fallon and 30 Rock, the show will be led by UK production team Universal Television Alternative Studio.
The beginnings of SNL, which started in 1975, was recently made into the 2024 film Saturday Night, featuring Spider-Man star Willem Dafoe and Succession actor Nicholas Braun.
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The success of SNL, which airs on NBC in the US, has led to past attempts at international versions of the programme, with a French version Le Saturday Night Live running for just one season in 2017.
Image: OJ Simpson on SNL in 1978 with Gilda Radner (L), and Jane Curtin. Pic: AP
Cecile Frot-Coutaz, chief executive of Sky Studios and chief content officer at Sky, said: “For over 50 years Saturday Night Live has held a unique position in TV and in our collective culture, reflecting and creating the global conversation, all under the masterful comedic guidance of Lorne Michaels.
“The show has discovered and nurtured countless comedy and musical talents over the years and we are thrilled to be partnering with Lorne and the SNL team to bring an all-British version of the show to UK audiences next year – all live from London on Saturday night.”
Saturday Night Live UK will be broadcast on Sky Max and streaming service NOW in 2026.
Details about the UK version’s cast, hosts, and premiere will be announced in the coming months.
The director of hit BBC period drama Wolf Hall says the government “needs to have enough guts to stand up to the bully in the White House” to protect the future of public service broadcasting.
Peter Kosminsky told Sky News’ Breakfast with Anna Jones that calls for a streaming levy to support British high-end TV production was urgently needed to stop the “decimation” of the UK industry.
His comments follow the release of a new report from the Culture, Media and Sport (CMS) committee, calling for the government to improve support measures for the UK’s high-quality drama sector while safeguarding the creation of distinctly British content.
Specifically, the report calls for streamers – including Netflix, Amazon, Apple TV+ and Disney+, all of which are based in the US – to commit to paying 5% of their UK subscriber revenue into a cultural fund to help finance drama with a specific interest to British audiences.
He said he feared they would make the government reticent to introduce a streaming levy, but said it was a necessary step to “defend a hundred years of honourable tradition of public service broadcasting in this country and not see it go to the wall because [the government are] frightened of the consequences from the bully in the States”.
Image: The second series of Wolf Hall, starring Mark Rylance (L) and Damian Lewis, nearly didn’t happen. Pic: BBC
Kosminsky also noted that the streamers would be able to apply for money from the fund themselves, as long as they were in co-production with a UK public service broadcaster.
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Earlier this year, a White House memorandum referenced levies on US streaming services, calling them “one-sided, anti-competitive policies” that “violate American sovereignty”.
In response to the call for streaming levies, a Netflix spokesperson said such a move would “penalise audiences” and “diminish competitiveness”.
They added: “The UK is Netflix’s biggest production hub outside of North America – and we want it to stay that way.”
The Association for Commercial Broadcasters and On-Demand Services (COBA) said such a levy “risks damaging UK growth and the global success story of the UK TV sector,” and “would risk dampening streamers’ existing investment in domestic content and would inevitably increase costs for businesses”.
Image: Pic: BBC
COBA said it welcomed the committee’s support for targeted tax breaks for domestic drama.
Kosminsky also told Sky News the second series of Wolf Hall was nearly called off just six weeks before it was due to start shooting due to financial pressures, adding: “It was only because the producer, the director, writer and the leading actor all agreed to take huge cuts in their own remuneration that the show actually got made.”
He said that both he and the show’s executive producer, Sir Colin Callender, had “worked on the show unpaid for 11 years on the basis that we would get a payment when the show went into production”, calling it “a bitter blow” to see that disappear.
Working in public service broadcasting for his entire career, Kosminsky said it was “absolutely heartbreaking for me and others like me to see that the industry we have been nurtured by and we care about is being decimated”.
While he said he was a “huge fan of the streamers”, he said it was their “very deep pockets” that had “driven up the price of what we do”, to the point where the traditional broadcasters can no longer afford to make high-end television.
Image: Adolescence. Pic: Netflix
Just this week, Adolescence, created by British talent Jack Thorne and Stephen Graham, became the fourth most popular English-language series in Netflix’s history with 114 million views.
But while some very British shows might get taken on by the streamers due to universal appeal, Kosminsky said dramas including ITV’s Mr Bates Vs The Post Office and Hillsborough, and BBC drama Three Girls about the grooming of young girls by gangs in the north of England were examples of game-changing productions that could be lost in the future.
He warned: “These are not dramas that the streamers would ever make, they’re about free speech in this country. That’s part of what we think of as a democratic society, where we can make these dramas and programmes that challenge on issues of public policy that would never be of any interest in America.”
Image: Mr Bates vs the Post Office. Pic: ITV/Shutterstock
The CMS report comes following an inquiry into British film and high-end television, which considered how domestic and inward investment production was being affected by the rise of streaming platforms.
Chairwoman of the CMS committee, Dame Caroline Dinenage, said “there will be countless distinctly British stories that never make it to our screens” unless the government intervenes to “rebalance the playing field” between streamers and public service broadcasters (PSBs).
A DCMS spokesperson said: “We acknowledge the challenges facing our brilliant film and TV industry and are working with it through our Industrial Strategy to consider what more needs to be done to unlock growth and develop the skills pipeline. We thank the committee for its report which we will respond to in due course.”
A deal for a new Universal theme park in Bedfordshire has been confirmed, which Rachel Reeves says will bring “billions” to the economy and create thousands of jobs.
It will be the first Universal-branded theme park and resort in Europe and is set to open in 2031, when it is expected to become the UK’s most popular visitor attraction.
The government said it will bring an estimated £50bn into the British economy and will create about 28,000 jobs – nearly 20,000 during the construction phase, and 8,000 more in hospitality and the creative industries when it opens.
A 500-room hotel and a retail and entertainment complex is planned alongside the theme park, which will be built on a former brickworks.
Universal, which is owned by Sky News’ US parent company Comcast, expects the 476-acre site just south of Bedford to generate nearly £50bn for the economy by 2055, with 8.5m visitors in its first year.
The plan remains subject to a formal planning decision process from the Ministry of Housing, Communities and Local Government.
Universal has committed to working with local colleges and universities to train students for hospitality jobs.
Image: There are Universal theme parks in Florida (pictured), California, Japan, Beijing and Singapore. Pic: AP
Among some of the famous Universal films are Wicked, Minions, Oppenheimer, Bridget Jones, Fast and the Furious, and Jurassic World.
There are five Universal theme parks already: Orlando in Florida, Hollywood, Japan, Beijing, and Singapore.
Image: The new Universal theme park will be just south of Bedford
Speaking to Wilfred Frost on Sky News Breakfast, Culture Secretary Lisa Nandy said the deal was “huge”.
“This is not just about numbers on the spreadsheet,” she said.
“This is about good jobs. It’s about growth. It’s about raising people’s living standards and putting money in people’s pockets. And it’s a massive vote of confidence in the United Kingdom.”
Welcoming the timing of the announcement, Ms Nandy added: “This deal comes off the back of one of the most tumultuous few weeks in global markets that I think anyone can remember within living memory.”
She said the fact that the government had been able to show it kept a “cool head” and “we don’t take knee-jerk decisions in response to global events” was one of the reasons it was able to announce the deal.
Image: The proposals to transform the site, a former brickworks, remain subject to a formal planning decision process
The government has said about 80% of employees at the theme park are expected to come from local areas, and it will support the “Oxford-Cambridge corridor” revived by the chancellor in January after the Conservatives scrapped plans for an Abingdon-Milton Keynes train link in 2021.
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Chancellor responds to tariffs: ‘We’ve got your backs’
It will also commit to a “major investment” in infrastructure around the Universal site to ensure it is well-connected and easily accessible.
The announcement comes days after the government approved an expansion of nearby Luton Airport.
Mike Cavanagh, President of Comcast Corporation, said: “We could not be more excited to take this very important step in our plan to create and deliver an incredible Universal theme park and resort in the heart of the United Kingdom, which complements our growing US-based parks business by expanding our global footprint to Europe.
“We appreciate the leadership and support of Prime Minister Keir Starmer, Chancellor Rachel Reeves, Minister for Investment Poppy Gustafsson, Culture Secretary Lisa Nandy and their teams, as we work together to create and deliver a fantastic new landmark destination.”