Award Central News

It's the first time since "Million Dollar Baby" three years ago that the winner of the top Oscar can partake in the traditional box office surge that follows such a win. That's because in each of the last two years the winning films -- "The Departed" and "Crash" -- were done with their theatrical runs by the time Academy Awards rolled around. That left any boost to homevid sales.

Through Sunday, the domestic gross for "No Country" was $64.2 million. Box office forecasters say the film could make an additional $10 million to $20 million. In addition to winning best pic, film nabbed supporting actor, director and adapted screenplay Oscars.

The Oscar wins also should boost international box office receipts. Through Sunday, "No Country" has grossed $37 million overseas.

"No Country," like "There Will Be Blood" -- which won for actor and cinematography -- is a Miramax-Paramount Vantage co-production. Miramax is domestic distrib of "No Country"; Vantage is domestic distrib of "Blood."

Already, "No Country" is the Coen brothers' highest-grossing film. "O Brother, Where Art Thou" previously held that distinction, grossing $45.5 million domestically.

Historically, the post-Oscar bump is most tied to the best picture category, although films winning in the director, actor and actress categories sometimes see some sort of uptick, as can the best animated feature.

That's good news for "Blood," which is even younger in its run than "No Country."

But, Sunday's winner of the Oscar for animated feature went to Disney-Pixar's "Ratatouille," which is long gone from the marquee. Film grossed $620 million at the worldwide box office after its debut in June. It was released on DVD in November.

Likewise, Picturehouse's Edith Piaff biopic "La Vie en rose" is done with its theatrical run, so won't enjoy a box office bump as a result of Marion Cotillard's actress win. The French pic grossed $10 million domestically and $71.9 million overseas. It was released on DVD in the U.S. in late October. "Ratatouille" and "La Vie" could enjoy a boost in DVD sales.

There are two sweet spots when it comes to the awards-season box office bump: After nominations are announced and after Oscar night. Marketing departments will take less than day to incorporate the attention in their campaigns.

For the best pic contenders, the awards bump has been unusually vibrant this year, with all five titles enjoying strong gains after Oscar nominations were announced Jan. 22. It was no coincidence that the movies, to varying degrees, had fashioned their release plans around the Golden Globes and Academy Awards.

Nor is it a case that all five movies were still fresh in the marketplace.

"No Country," released on Nov. 9, hung back in late December and early January before expanding out again to take advantage of award nominations.

Warner Bros.' "Michael Clayton" is an even more dramatic example. Film bowed on Oct. 5, playing wide until mid-November, when its runs were cut way back to await the heart of awards seasons. On Jan. 25, films expanded out again to more than 1,000 runs, growing its estimated domestic total of $48.5 million by nearly $10 million.

By last week -- when "Clayton" came out on DVD -- it was playing on fewer than 500.

"Clayton" may have been largely off the marquee during Oscar weekend, but there was plenty of action among the other best picture contenders as moviegoers raced to get a movie in before Sunday's ceremonies.

"No Country" was the top recipient of the attention, with a 19% uptick in biz as the film grossed an estimated $2.3 million from 1,101 theaters. The other three pics showed only narrow declines from the previous weekend, which was a holiday.

"It's irrefutable evidence that people want to see the nominated films before the Academy Awards. They want to be informed," one studio distribution exec said.

"Juno" stayed on the top 10 box office chart, declining a narrow 11% to an estimated $4.1 million from 1,727 runs for a cume of $130.4 million in its 12th frame. It has become the most successful specialty release in six years.

"Blood" came in No. 10, declining a narrow 16% to an estimated $2.6 million from 1,402 runs for a cume of $35 million in its ninth weekend. Of the five nominees, "Blood" was released last, on Dec. 16.

Focus Features' "Atonement" came in No. 15, declining 18% to an estimated $1.2 million from 755 runs for a cume of $49.4 million in its 12th sesh.

In terms of the boost enjoyed between the nominations and the Oscar kudocast, here's the breakdown of what each film did since noms were announced Jan. 22:

• "Juno" grossed $42.5 million. Cume is $130.5 million.

• "Blood" grossed $25.8 million. Cume is $35 million.

• "Atonement" grossed $16.4 million. Cume is $49.4 million.

• "No Country" grossed $14.1 million. Cume is $62.4 million.

• "Clayton" has grossed $9 million. Cume is $48.5 million.
  
  Click here to view best picture nominees' box office numbers and Oscar wins by film.