Oscars extend Best Picture nominees from 5 to 10

Studio executives said they were caught off guard by today's announcement by the Academy of Motion Picture Arts and Sciences that it will double the number of best picture nominees this year from five to 10 and are still absorbing what kind of effect it could have on Oscar ad campaigns.

“We were completely surprised, and I can tell you that no one here pressured the academy to do this,” said Jasmine Madatian, senior vice president of publicity at the Walt Disney Studios. Other publicity executives expressed similar sentiments.

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