The Walt Disney Company has decided that Pixar's Toy Story 3 deserves to be promoted as a contender for this year's Best Picture Oscar, reports The New York Times.
Disney will push the film to Academy voters "with all its might" come awards season, which suggests a strong "For Your Consideration" campaign is being prepared to get 'TS3' nominated for the top Oscar prize.
If the successful campaign for Up is any indicator, we should begin to see the first ads in trade publications early next month. Nominations will be announced on January 25, 2011. The 83rd Annual Academy Awards presentation takes place on Sunday, February 27.