We are the 5%

It's a simple Oscar truth: 5% or bust.
Every year, the motion picture Academy tweaks its rules for Oscar promotional efforts. It's all to prevent the studio that spends the most on its campaign from automatically taking home the trophies -- and to avoid having publicists target individual voters.

Whether it's Cannes gold in springtime, critical praise in fall or guild honors in winter, the handwringing for an Oscar contender never stops until the Academy weighs in. With Oscar ballots finally coming due, a look back at the journey taken by the nominees.