A Humble (and Polite) Beginning
The first Emmy Awards were held in 1949, a local affair at the Hollywood Athletic Club. In these early days of television and film awards, campaigning was a far cry from the aggressive spectacle it is now. The very phrase “For Your Consideration” is believed
to have made its debut in January 1948. RKO Pictures took out a trade ad that stated it “respectfully submits the following efforts for your consideration for Academy Award nominations.” The language was deferential, a gentle nudge rather than a hard sell. These early ads were confined to industry trade papers like Variety and The Hollywood Reporter, aimed squarely at Academy members. The first known Oscar ad was actually placed in 1935 by MGM for its film Ah, Wilderness!, though it failed to get any nominations, proving that simply asking wasn't always enough.
The Film World Writes the Playbook
While the Emmys were finding their footing, the Oscars were laying the groundwork for the modern campaign. The real turning point came decades later and was driven by the film industry, specifically by Miramax under Harvey Weinstein in the 1990s. The 1999 Oscar race is the stuff of legend, where the scrappy romantic comedy Shakespeare in Love triumphed over the wartime epic Saving Private Ryan. This wasn't an accident; it was the result of an unprecedentedly aggressive and expensive campaign. Miramax pioneered tactics like hiring in-house publicists devoted solely to awards, hosting private screenings for voters in vacation spots, and a relentless schedule of appearances for its stars. This all-out approach proved that a savvy, well-funded campaign could conquer a perceived frontrunner and fundamentally changed the economics and strategy of awards season forever.
Television Enters the Arms Race
As television entered its own “golden age” with the rise of prestige cable dramas and comedies, network and studio executives took note of what was happening in film. The Emmys, once a more subdued affair, started to look a lot more like the Oscars. The competition became fiercer, especially as new players like HBO and AMC began challenging the broadcast networks with critically acclaimed shows. Soon, the polite trade ads were no longer enough. The television industry began adopting the film world’s playbook, launching its own sophisticated FYC campaigns to capture the attention of the Television Academy's thousands of voting members. Billboards on Sunset Boulevard, once reserved for movie posters, became prime real estate for Emmy contenders.
From DVD Box Sets to Digital Onslaught
A key component of the campaign evolution was the screener. In the mid-1990s, studios began mailing physical copies of their shows—first on VHS, then on elaborately packaged DVD box sets—directly to voters. This was a game-changer, allowing academy members to watch contending shows at their leisure. The packaging itself became part of the campaign, an “arms race” to create the most memorable and eye-catching mailer. However, this practice was expensive and created enormous waste. In 2019, the Television Academy announced that it would eliminate physical DVD screeners for the 2020 Emmys, moving entirely to digital streaming platforms. This shift not only saved millions of dollars but also adapted to the way most people, including Emmy voters, now consume content.
The Modern FYC Spectacle
Today, the TV “For Your Consideration” machine is a fully integrated, 360-degree marketing blitz. It has moved far beyond simple ads and screeners. Studios now host elaborate, immersive experiences, pop-up events, and panels with cast and creators to woo voters. As the number of shows has exploded with the rise of streaming, cutting through the noise has become paramount. With more than 500 scripted shows produced a year, a nomination—let alone a win—can make or break a series, ensuring that the budgets and creativity poured into these campaigns will only continue to grow. What began as a polite request in a trade magazine has become one of Hollywood’s most visible and expensive rituals.
