By late August 2018, Disney hired Academy Award campaign strategist Cynthia Swartz to create a nomination campaign on behalf of the film for the 91st Academy Awards, with Feige and Marvel Studios said to have given the film a noteworthy budget for the awards season, an obligation which Marvel didn't consider for previous films. The campaign was focused to highlight "the film's creative accomplishments and the global impact it made" in the hopes of receiving a Best Picture nomination; the campaign was not altered with the announcement of the new Best Popular Film award, which appeared to be "designed to reward blockbusters like Black Panther" in the event they did not receive a best picture nomination.[317] The Best Popular Film award was ultimately not implemented for the 91st Academy Awards, in order for the Academy of Motion Picture Arts and Sciences to "examine and seek additional input regarding" it.[318][319] Glenn Whipp of the Los Angeles Times felt the "blueprint" for the film's best picture campaign was to "communicate to Oscar voters that this is an auteur-driven superhero movie possessing a deep significance both to its director and to people historically underrepresented in Hollywood films." Another Oscar campaign consultant felt reminding the Oscar voters Black Panther "wasn't just a movie, it was a phenomenon" would help the film earn a nomination.