Wednesday, March 3, 2010

The Secret of Kells

But it’s not just geography that makes Mr.[Tomm]Moore a surprise addition to the Oscar race. It’s also the style and story of his independent film, a hand-drawn labor of love made for 6 million euros (about $8 million), the equivalent of what, in headier days, some studios would spend on a film’s Oscar campaign alone. If, artistically, “The Secret of Kells” is a throwback to the era of animation before computer-generated imagery, its promotion is pure digital age, forgoing the pricey ads and flashy parties that Academy Award campaigns are traditionally built on in favor of cheaper social media and savvy targeted marketing. It was a lark, and it worked.