As the nominations for the 72nd Academy Awards approached , a frontrunner had not emerged . DreamWorks had launched a major campaign for American Beauty five weeks before ballots were due to be sent to the 5 @,@ 600 Academy Award voters . Its campaign combined traditional advertising and publicity with more focused strategies . Although direct mail campaigning was prohibited , DreamWorks reached voters by promoting the film in " casual , comfortable settings " in voters ' communities . The studio 's candidate for Best Picture the previous year , Saving Private Ryan , lost to Shakespeare in Love , so the studio took a new approach by hiring outsiders to provide input for the campaign . It hired three veteran consultants , who told the studio to " think small " . Nancy Willen encouraged DreamWorks to produce a special about the making of American Beauty , to set up displays of the film in the communities ' bookstores , and to arrange a question @-@ and @-@ answer session with Mendes for the British Academy of Film and Television Arts . Dale Olson advised the studio to advertise in free publications that circulated in Beverly Hills — home to many voters — in addition to major newspapers . Olson arranged to screen American Beauty to about 1 @,@ 000 members of the Actors Fund of America , as many participating actors were also voters . Bruce Feldman took Ball to the Santa Barbara International Film Festival , where Ball attended a private dinner in honor of Anthony Hopkins , meeting several voters who were in attendance .