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oscar race 2011

Vulture’s Guide to Decoding 2011’s Oscar-Season ‘For Your Consideration’ Ads

Every winter, Variety — Hollywood's trade mag of record — does boffo biz in "For Your Consideration" ads, the studios' glossy attempts to convince Oscar voters, Guild members, and Hollywood at large to consider their awards hopefuls at voting time. But as everyone in Hollywood knows, FYCs are only partly about stuffing ballot boxes. They're also about perception. You might think you're awards-worthy, but how plausible is your candidacy, anyway? Everything — from the size of your ad, to its placement in the mag, to the specific quotes the studio picks to illuminate your mastery — might tell the real story.

Click through for Vulture's guide to reading the FYCs the way the biz does.

Related:‘For Your Consideration’ Ads: A Reader’s Guide to 2010 Oscar-Season Variety