The H.F.P.A. took benefit of its new prominence, too, sharpening its fame by hiring the savvy public relations agency Sunshine Sachs a decade in the past. It has additionally elevated its philanthropic contributions considerably. On its web site it says it has given away $45 million over the previous 28 years, with the cash going to entertainment-related nonprofit organizations, school scholarships and the restoration of basic movies.
The oddball accolades like Ms. Zadora’s in 1982 that was once commonplace have been stored to a minimal. The final actually weird second got here in 2010, when voters nominated “The Tourist” for finest comedy or musical. (It was neither. But it introduced the film’s stars, Angelina Jolie and Johnny Depp, to the present.) And the members additionally began poking enjoyable at themselves. Ricky Gervais, a frequent host of the Globes, stated throughout the 2016 present that the awards have been “a bit of metal that some nice old, confused journalists wanted to give you in person so they could meet you and have a selfie with you.”
Yet everybody obtained a reduce. Publicists obtained paid to steer shoppers down the preshow pink carpet. Award strategists started charging studios for recommendation about the right way to manipulate the Globes voters. The Los Angeles Times reported in February that an H.F.P.A. guide can obtain a $45,000 charge for his or her work, a $20,000 bonus if the movie earns a finest image nomination and $30,000 if the movie wins. Fees flowed to a military of stylists, limo drivers, spray tanners, banquet servers and pink carpet-layers, in addition to the commerce magazines and newspapers that benefited from the extra promoting income.
Mainstream information shops, together with The New York Times, started to cowl the Globes ceremony with larger depth, producing monumental on-line curiosity and lending an aura of legitimacy to the proceedings, even when the awards nonetheless didn’t rival the Oscars as markers of creative achievement.
“Fundamentally, all the people who were in a position to be critical enough that it would have an effect were part of the system: the trade press, the major newspapers, the actors and directors,” Mr. Galloway stated. “Anybody who could stand up with legitimacy and say, ‘I don’t believe in this, I’m not doing it,’ had an incentive to keep going until finally, the potential damage to their own image made them turn the other way.”