When asked how she overcomes adversity and rejection throughout her career, Jennifer Aniston says, “Do not let anyone put you in a box.”
What We Do: We are Awards Publicists, conducting publicity and representing whole films – and most of the talent involved – during the 6-month Awards season.
- We work with the voters (all Guild/Academy Members)
- Run point on special events/screenings/premieres
- Market by strategizing movie trailers/TV spots/billboards/etc.
- Bring the press to the project by pitching ours films & talent for interviews/ appearances/worthy coverage with unique angles and great storytelling/etc.
- We also frequently fight for magazine covers.
The Project: CAKE, released in January 2015, was Jennifer Aniston’s most diverse role yet. She went where she had never gone before.
This film was my first major motion picture campaign, and it was a tough one. The film was very independent and Jen was the sole driving force of the film, the factor that filled the theater seats. In the end, we ended up representing just Jen’s campaign, rather than the film as a whole. Jen delivered a strong, consistent performance. She put her emotions and body to the test, as she portrays the physical and emotional effects of chronic pain.
The Synopsis: CAKE, Distributed by Cinelou, Released January 2015
Claire Bennett (Jen) is suffering with chronic pain and depression after a life-altering accident. As if that is not rough enough, she is also being haunted by the death of one of her therapy group peers, Nina (Anna Kendrick). While Claire is at war with her own mind and body, there are only a few people she will only occasionally accept help from, that being her housekeeper Silvana, (Adriana Barraza) and Nina’s widowed husband, Roy Collins (Sam Worthington).
The Story: I spent a decent amount of time with Jen. The first time I met her, I was watching the film from the projectionist booth at Raleigh Studios in Hollywood. I was patiently awaiting her arrival (I was handling talent that day), but I hadn’t expected her to arrive early. Suddenly, there were camera flashes behind me that were projected onto the glass in the booth. I turned around to see who was taking my picture as I watched the movie, and it was Jen herself.
“Oh, sorry for interrupting,” Jen said.
What was I supposed to say? “Dangit Jen, you ruined your own screening.”
No. Instead, I answered, “It’s totally fine. Nice to meet you. Do you want to sit down?”
She touched the shoulder of my leather jacket and replied, “No, honey, don’t get up.”
After that, we had conversations about how nice the weather was, the necklaces we were wearing, how I aspired to be an on-camera personality to which she told me, “Oh yeah, get out there and do it.” We spent most of our time together ushering her to and from the car, and backstage, waiting for her Audience Q&As to begin. We had the most basic conversations, but what more would I want? One of my idols was as normal and earthy as I hoped she would be.
After the events, we would hand out cupcakes to the guests on their way out. (Get it? The movie was called CAKE.) Anyway, Jen would always ask me if she could take some for herself. Then, she would use her whole upper body to scoop up 2 or 3 boxes and go on her way, always saying “Thank you!” over her shoulder.
With award season at its climax, Jen had been highly interacting with the voting audience, participating in multiple Q&As a week that followed each private screening. Commonly, audience members asked her if this was a pivotal point in her career. Jen went on to speak about how much extensive research she did to get into her character’s state of mind. She let the fear of leaving her comfort zone drive her. The “fear” is what inspired her honest and raw portrayal. She refused to be pigeon-holed into comedy roles.
FYI: Jen received SAG Award and Golden Globe nominations. Despite that fact that her performance had been buzz-worthy in the industry and that she worked harder than any of our other clients that year, an Oscar nomination did not come. However, her performance in CAKE was considered one of the biggest snubs of the season – which counts for something. Just to further prove how hard she works, Jen finished off her press schedule and showed up for her last audience Q&A after nominations were released. She didn’t let the voting results keep her from her commitments or her fans. I believe her perfect role is coming, and she will have a sweeping awards season all to herself.