DreamWorks fires off first FYC ad and site of the year

Posted by · 10:00 pm · September 1st, 2010

I don’t remember there being an earlier “For Your Consideration” ad than September 1 before, but nevertheless, DreamWorks Animation has seized an opportunity to surge out in front of the fray on behalf of “How to Train Your Dragon” with the first ad of the season, as well as the first FYC site.  The ad primes the film for not just an animated push, but an all out Best Picture push as well, and it hits at a time when toon competitor “Toy Story 3” is bringing in record-breaking box office.

And why not?  It was one of the most critically and popular films of the first half of the year, even if its accomplishments have been eclipsed by Pixar’s this summer.  I sometimes go back and forth on which film I like better.  I’ll bet there are Academy members who’ll be doing the same.  And will Disney be as aggressive with its campaign?  Will the studio even feel a need to be?  Time will tell.

The ad and site also promote upcoming screenings for the film in Los Angeles, New York, San Francisco and London, all of them happening in the next two months.  So, start your engines.  It looks like we’re already off to the races.  Check out the full ad after the jump (and note the “visual consultant,” who seems to be making the animated rounds lately.)

(Click for larger version)

→ 20 Comments Tags: , , , , , , | Filed in: Daily

20 responses so far

  • 1 9-01-2010 at 10:52 pm

    Monica said...

    I love Toy Story 3, but I will not be sad if HTYD win the Oscar.

  • 2 9-01-2010 at 11:17 pm

    Marc R. said...

    Roger Deakins is simply the king

  • 3 9-01-2010 at 11:50 pm

    forts said...

    I loved Dragon but TS3 has too much love, plus with “The Illusionist” it’s gonna be tough for it to make it to the Top 10… Seeing 3 animated films for Best Picture would be a dream come true though

  • 4 9-02-2010 at 2:23 am

    Jonathan Spuij said...

    John Powell truly deserves a nod here. If only for his past catalogue.

  • 5 9-02-2010 at 3:56 am

    aspect ratio said...

    LOL, what awards-giving body has a “visual consultant” category? Talk about slapping a name on there just to make the film sound even more prestigious.

    Anyway, the only thing interesting about this poster is that there’s no film title anywhere. Was this movie really such a huge hit that it has entered the collective consciousness?

  • 6 9-02-2010 at 4:28 am

    Robert said...

    I would be totally behind a score nomination for this – really, no other movie I’ve seen this year has had a score that’s moved me as much except maybe TS3.

    But I’m really glad to see Dreamworks pushing this so hard! I adore Pixar but their monopoly on the animated film award world is sort of ridiculous.

  • 7 9-02-2010 at 6:55 am

    Kristopher Tapley said...

    aspect: It was part of a gatefold thing that had the title elsewhere. I only scanned the FYC section.

  • 8 9-02-2010 at 6:56 am

    Sarah El said...

    I wouldn’t be at all disappointed if both Toy Story 3 and How to Train Your Dragon were nominated for Best Picture. I suppose it depends on all the live action movies, and I doubt that two animated movies would end up there unless there was a real lack, but they are both, so far, my favorite movies of the year.

    If it had to be one or the other, my vote would lean only very slightly to Toy Story 3, but that’s just right now and like you said, Kris, I flip back and forth between which one I like more.

  • 9 9-02-2010 at 8:49 am

    Ugarte said...

    Roger Deakins? Hmm, looks like DreamWorks poached him after he consulted on “Wall-E.”

  • 10 9-02-2010 at 10:13 am

    Fitz said...

    I’m not sure if both will pull off nods in a 10 picture field, but here’s hoping (anything to knock off Conviction).

  • 11 9-02-2010 at 11:17 am

    Josh said...

    Thank you, Ugarte. I feel like every conversation about Deakins and this movie ignores his consultation on Wall-E. I don’t know if Disney hyped his involvement in their FYC ads (and being fair, it’s their fault if they didn’t, because the visuals in that film are amazing, and it’s clear that Andrew Stanton worked very hard at making the movie look real, not just cartoony), but Dragon isn’t his first time with animation studios.

  • 12 9-02-2010 at 11:45 am

    James D. said...

    Yes, children’s films like Toy Story 3 and this can be fun (and in the case of the former, which I saw, I was thoroughly moved and enjoyed myself), but how can they be considered one of the five, ten, or whatever number best films of the year? Maybe it is just me, but even a flawed drama like Greenberg flies higher than those films because, as it is an adult film, it can be provocative and intellectually stimulating.

  • 13 9-02-2010 at 12:22 pm

    Mr. F said...

    @ James D.

    Did you actually watch TS3? If you did, then how can you say that it is not provocative or intellectually stimulating? Have you not seen other children’s films like WALL-E and Up or live-action children’s films like Bridge to Terabithia or Where the Wild Things Are?

  • 14 9-02-2010 at 12:43 pm

    James D. said...

    Haven’t seen Bridge to Terabithia, but all of those were films I liked but didn’t love. I don’t see anything intellectually stimulating in any of those except perhaps Where the Wild Things Are, which I would consider more of an adult film.

    What was so intellectually stimulating about Toy Story 3? I am drawing a blank.

    On the other hand, Up was better than six other Best Picture nominees, and I imagine Toy Story 3 will be better than a similar amount as well, so maybe I am picking the wrong battle. I like these films, but they are not really as profound as something like A Serious Man or A Prophet.

  • 15 9-02-2010 at 2:32 pm

    Josh said...

    James D., I’ll agree with the opinion in your last paragraph: the problem isn’t whether or not a children’s film (or an animated film, since you didn’t mention animated films such as Persepolis, Waltz with Bashir, and Triplets of Belleville, which are more obviously targeted at adults) can be provocative or intellectually stimulating.

    The problem is that most movies that get honored by the Oscars are, quality-wise, on par with Pixar and other exemplary films that appear to be targeted at children. Pixar has been, IMO, making almost consistently great movies, movies that manage to be almost shockingly good precisely because movies about toys or monsters or fish or robots shouldn’t be more than kiddie fare.

    Then again, I may be going to the movies for something different than you (or, at the very least, I would never use the word “profound” to describe A Serious Man, but I know I’m in the minority).

  • 16 9-02-2010 at 3:17 pm

    Estefan said...

    I’m sorry, but a children’s film is something like Elmo in Grouchland or The Land Before Time V. Pixar (and other animation studios like Disney and DreamWorks) makes films that appear to everyone with adult themes being tackled when telling these stories.

    I highly doubt children will see the themes of loss, letting go and moving on, dictatorship, nostalgia and ending one’s childhood that are prevalent in Toy Story 3.

  • 17 9-03-2010 at 4:04 pm

    Angry Shark said...

    I think Toy Story 3 is a more intelligent film, but it’s nowhere near as coherent or visually masterful as How to Train Your Dragon. At first I was higher on Toy Story 3, but once I emotionally distanced myself a little, I was able to see the glaring flaws. Dragon, however, continues to gain in my estimation. And Chris Sanders and Dean DeBlois need recognition. For once, I’m in Dreamworks’ corner on this. Frankly, Disney made a massive mistake driving Chris Sanders away, and I bet they regret it now.

  • 18 11-02-2010 at 1:28 am

    Dann-E said...

    Ok, it’s obvious that in Dreamworks Animation are desperate… with the defeat at the Oscars of Kung Fu Panda, Shark Tale and Shrek 2, and the no nominees Bee Movie, Monsters vs aliens and both Madagascar films. Their Movies sucks since Shrek, it was their Best Work and only award for best animated feature… The campaign for every feature always is “from the creators of Shrek”. And I’m talking only of CG’s movies. It was great to see Chicken Run and Wallace and Gromit movie that were critically aclaimed. “How to train your dragon” is a good film, the best since Shrek, no doubt, but not as relevant and intelligent as Pixar’s “Toy Story 3”. Yeah, it’s a pretty story with heart. Same thing as campaign last year when Coraline beats everything to get nominated in every category, and only obtained the nomination for best animated feature. I realize “HTTYD” and Chris Sanders deserve the nomination. And Dreamworks have to work harder, but not with the technology, but with the screenplays, then they will can say that they deserves a best picture nomination. So, Dreamworks, learn from Pixar, with “How to train your Dragon” you have to be satisfied with the nomination.