Jessie Buckley, this year’s Academy Award winner for best actress, has raised concerns about the film industry’s growing focus on Oscar campaigns.
Industry Focus on Oscar Campaigns
Buckley spoke at the BFI and Chanel film-maker awards in London.
She responded to John Malkovich’s claim that Oscar campaigns are now the only way to get audiences into cinemas.
Buckley agreed with the idea that filmmakers must share their work publicly.
“I wish we could all do that,” she said to the Guardian. “But I don’t think that’s how it works any more.”
Impact on the Wider Film Community
Buckley, known for independent films, said the industry’s promotion focus affects more than actors and directors.
It impacts crews, marketers, and others in the behind-the-scenes chain.
“If you don’t support it, you’re not going to have a job,” she said.
She questioned whether the industry has overvalued Oscar campaigns at the cost of nurturing new talent.
Support for Grassroots Filmmaking
Buckley believes grassroots filmmaking holds strong potential.
She cited films like Obsession and Backrooms — made on small budgets — that drew audiences for their quality, not their IP.
“People went to see them because of their quality,” she said. “Not because of what was deemed successful before.”
Recognized Emerging Talent
Four UK emerging filmmakers won the BFI and Chanel film-makers awards.
Each received £20,000 to develop their work.
The ceremony was held at Claridge’s in London.
Buckley and Gwendoline Christie served on the jury with BFI CEO Ben Roberts, Edward Enninful, and Marie-Louise Khondji.
- Rich Felgate won for We, the Hated, a documentary on Just Stop Oil protesters and the personal cost of activism. The jury called it “urgent and brave”.
- Olive Nwosu won for Lady, her debut feature in Lagos. It follows a female taxi driver drawn into the world of a childhood friend who becomes a sex worker. The jury praised its ambition and sensitive handling.
- Imran Perretta won for Ish, a black-and-white film set in Luton’s South Asian and Middle Eastern community. It explores racial profiling and the experience of being British while being seen as an outsider.
- Rachel Taparjan won for Something Familiar, a debut documentary about her search for missing sisters after being adopted from Romania. The jury called it a “naked, unselfconscious revelation of self” and said it stayed with them longest.
Themes and Social Reflections
Buckley said We, the Hated made her rethink protest’s role in society.
“In our world now, protest seems dangerous,” she said. “But historically, it’s been essential to democracy. We need to understand more — and need films like that more.”
History of the Awards
The BFI and Chanel film-makers awards have run since 2022.
They honor creative ambition in British independent filmmaking.
Previous recipients include Harry Lighton, whose film Pillion won best British independent film at the British independent film awards, and Savanah Leaf, who received the 2024 Bafta for outstanding debut by a British writer, director or producer.
Why This Matters
Buckley’s comments highlight a shift in how film industries value visibility over sustainability.
When promotion is tied only to major awards, emerging voices and underrepresented stories may be left behind.
Supporting grassroots filmmaking helps bring diverse perspectives to audiences.
Limitations and Open Questions
Despite her advocacy, the industry still relies heavily on major awards for funding and distribution.
There is no clear proof that such programs boost audience reach or financial success.
More research is needed to understand how these initiatives shape long-term diversity and innovation in British cinema.
For more on the film industry’s evolving landscape, see the original Guardian report.
For broader industry perspectives, explore Variety’s coverage of Malkovich’s remarks.
The BFI and Chanel film-makers awards continue to spotlight bold, independent voices in British cinema.
