Some pictures released as part of the campaign associate the animation's scenes with those from former Oscar Best Picture winners like 'Titanic' and 'The Godfather Part II'.
The Academy has not announced the nominees for 2011 Oscars yet, but "Toy Story 3" has started campaigning to win Best Picture award. In a campaign site launched by Disney, there are fifteen posters which feature a line started with "Not since...", and highlights the animation as the best reviewed film of the year.
These posters capture scenes from the animation and associate them to those from previous winners such as "The Lord of the Rings: The Return of The King", "Titanic" and "The Godfather Part II". Some of them look funny like the one which compares a destroyed Mr. Potato Head to the crime scene in "The Silence of the Lambs".
In a message posted on the site, Walt Disney Studios Chairman Rich Ross states, "Calling out these fun-loving comparisons to Best Picture winners from Oscar's past matched with specific images from the film, we feel, reminds us of the many unforgettable moments from TOY STORY 3, and what we love about it in the first place." The complete statement and other pictures in a series of "Not since..." can be seen here.
In Oscars history, only two animated films have ever been nominated in the Best Picture category. They are 1991 "Beauty and the Beast" and 2009 "Up". However, none of them won the top prize.