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Neither are the nominations.
Feature stories about who is going to win or the personal lives of the actors and directors involved are fluff unworthy of a space-limited newspaper.
The show is banal and nearly endless.
I don’t care who wins, and a year later, very few remember. And the financial impact of winning is dramatically overstated.
All of which is a way of saying that I’m jealous that this marketing/hypestorm exists in an industry that I’m not in, and that I marvel at how extraordinary the publicists are in milking this non-event for every column inch they can.
Certain traditions (like the NY Times bestseller list, the Super Bowl, these awards, the Nobel prize and a few others) have stood the test of time and are now beacons of attention and safety in an overcrowded, flaky world. It’s almost impossible to add a new one to the pantheon, but quite an achievement if you do.