The actor was on the red carpet at the Croisette and a journalist asked what he thought about people making films or picking roles because they wanted to win awards.
I don’t remember who the actor was because I was multiscreening at the time and doing a bad job of retaining the information on either channel. Also, I’d been drinking. But that’s not the point.
The important thing is that the actor said he thought being motivated by awards and kudos was a good thing because, if you take away recognition and praise, the only other reason to make a movie is for the money. And where’s the joy in that?
I’d never heard anyone defend awards-seeking behaviour before, so it stuck with me.
And the argument applies to the ad industry just as much as it does the film industry, if not more – because, unlike ad agencies, actors and directors can always claim they are motivated by an altruistic desire to entertain the masses.
Getting recognition for your work is a more sane reason to keep pushing on a brief than the thought of how rich your client is going to be
The kudos vs money theory is not bulletproof, mind. Anyone familiar with reductive reasoning could pull it apart in minutes, but I don’t think that makes it worthless.
Nor does it do any good in an argument about whether award-winning work is more effective, or whether the right kind of work wins at Cannes. Those topics are far too complicated and have already been tackled by people far more qualified than I am.
But it does make you wonder about the stigma that comes with being open about wanting to win awards in an industry where there is sometimes the pressure to be aloof. Why is it considered a bit tragic?
Making money for the client, raising awareness or changing behaviour should always be the goal of the work, of course.
But it doesn’t have to be the reason why you work. In fact, it would be soul-sapping if your only motivation was your client’s bottom line.
So, don’t feel you have to hide your desire for a Lion or a Pencil like it’s desperate grade-grubbing.
Getting recognition from the great and the good of the industry for your work is a much more sane reason to keep pushing on a brief when everyone has gone down the pub than the thought of how rich your client is going to be.
Also, if anyone knows which actor said that about awards, can you please e-mail me? It has been doing my nut in for weeks now.
james.swift@haymarket.com
@James_A_Swift