Entertainment · Film · 12 hrs ago
Malkovich Says Awards Campaigns Now Help Bring Audiences to Theaters
John Malkovich is promoting Wild Horse Nine, a film directed by Martin McDonagh, at film festivals, including the London Film Festival.
He says the awards campaign around a movie now helps bring people into theaters.
Malkovich contrasts that with his earlier Oscar-nominated films, which had already made money before the awards ceremony.
He was nominated for acting Oscars for Places in the Heart and In the Line of Fire, and attended the ceremony once.
He said the current awards trail lasts for months and feels very different from his earlier experience.
The change reflects a film business where, in his view, awards attention can be important to getting audiences to see a movie in theaters.
Malkovich said he accepts that the industry changes and prefers to change with it.
John Malkovich said awards campaigns have become a key way to bring audiences to theaters.
He made the comments at a London Film Festival talk while discussing the campaign for Wild Horse Nine.
Malkovich said the movie business had a higher place in culture when he was last campaigning for an Oscar.
He recalled that his earlier Oscar-nominated films had already made money before awards season.
He said he accepts that the business has changed and prefers to change with it.
- Who
- John Malkovich, actor in Wild Horse Nine.
- What
- He said awards campaigns now seem to be the only way to get people to theaters.
- When
- Sunday, at a London Film Festival talk; the articles were published on October 11, 2026.
- Where
- London Film Festival.
- Why
- Malkovich said the movie business has changed and that campaigning is now needed to get audiences to theaters.
This story does not have two clearly opposing sides.
Now, that’s the only way to get people to go to the theaters, the whole thing.
It’s a part of the business now.
They just change, and you either change with them or die. And I prefer to change with them.
Malkovich was nominated for a best supporting actor Oscar for Places in the Heart.
Malkovich was nominated for a best supporting actor Oscar for In the Line of Fire.
Wild Horse Nine premiered at the Venice Film Festival, according to Variety.
Wild Horse Nine held its U.K. premiere at the London Film Festival.
Malkovich discussed awards campaigns at a London Film Festival talk.
- Film
- Wild Horse Nine
- Director
- Martin McDonagh
- Co-star
- Sam Rockwell
- Festival
- London Film Festival
- Malkovich's age
- 72 years old
Sources
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