20th Century Fox
The spectacular flame-out of Steve Jobs from this year’s Oscar race was depressing for once again illuminating the media complicity, mainly among those particularly susceptible full-time pundits who are perversely unaware of just how much their groupthink influences the industry’s own, that goes into turning this dog-and-pony show, year in and year out, into a self-fulfilling prophecy. Once the frontrunner for best picture, the Danny Boyle film saw its Oscar ambitions stymied not so much by its underperformance at the box office, but instead by the million unnecessary think pieces debating the potential costs of said underperformance.
Rather than run with the narrative that Steve Jobs, like the Apple brand in its nascent years, was an underappreciated commodity, that it would not be hurt by its box-office failure any more than, say, Kathryn Bigelow’s The Hurt Locker was, pundits stopped cheerleading for the film because they convinced themselves it was no longer fashionable to do so. (Being right, after all, is the modus operandi of the average pundit’s investment in any given year’s Oscar race.) And because the hearts and minds of the industry, at least its ears, are privy to how films go up like stocks on the countless charts published on sites like GoldDerby, a challenger quickly became an also-ran.