The Oscars

February 7, 2020

Are Audiences bored with cookie cutter Hollywood and the picture perfect hero? 

Audiences seem to be fed up with all the politics and activism being preached at them from what can feel like an elitist bubble. There’s growing momentum for entertainers they can relate to, who are outspoken, unfiltered, even awkward—outsiders taking an unexpected approach to Hollywood. 


We looked into the momentum of two nominees: Adam Driver, who we all know is having a moment right now, and Cynthia Erivo, a high velocity star on the rise.

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Here’s why these 2 Momentum Makers have momentum going into the 2020 Oscars.

Adam Driver – Leaning into his awkward,
non-conformist persona

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  • What’s driving his momentum: His unfiltered and awkward demeanor is polarizing; by leaning into it, he’s become the unexpected Hollywood heartthrob.

  • Momentum Decode: We can feel Driver’s momentum right now, so it's no surprise our MFactor score supports our intuition. Leading roles in major films like BlacKKKlansman and Star Wars feed his mass. Leaning into the discussion and debate about his unconventional appearance and gawky manner is contributing to his velocity. “Imposing and Neanderthal”, the New Yorker describes him as having “the bearing of a self-effacing vulture and a face like an Easter Island statue.”  The net effect is that when he’s on camera, you can’t look away. 

  • Watchout: Driver reached peak momentum hosting SNL. Will his quirky persona get old?

Cynthia Erivo – The controversial boundary pusher

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  • What’s driving her growing momentum: She is outspoken and takes a stand. New on the scene and not afraid of the discussion and debate she’s sparking.

  • Momentum Decode: With low mass of her own, Erivo is benefitting from the mass of others, gaining exposure. “The incredible Cynthia Erivo… if you don’t know Cynthia, you’re going to know her soon” says friend Lea Michelle, promoting her album featuring Erivo. Yet, her velocity was sparked from the conversation and controversy around her playing the historical role of Harriet. As Vibe pointed out, the 32-year-old Tony award-winning actress is from the United Kingdom and some naysayers felt “that a black American actress should've been cast in the role.” Polarization on both sides of the issue contribute to her growing momentum; And she is leaning into it. “I hope that I do everyone, even those who are in doubt or are upset, proud. I hope to quell your fears, because I understand that is what it is. I cannot tell you how protective I am of this woman and her story” Erivo says in response.

  • Watchout: Lower mass entities tend to be more risk averse and open to leaning into polarization because they have less to lose. As her exposure increases her mass, will she continue to leverage polarization to drive her velocity?

kate strassman