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Isn't financial success a measure of merit?
No
Why not? Bad movies don't make that much money.
That's a bold statement. The seventh Fast and Furious movie made more money than Barbie. Does that mean it's necessarily not bad? Does that mean it deserved a nomination for best direction? I sure don't think so. Do you think The Super Mario Bors. Movie also deserved the nomination? It made almost as much money as Barbie, after all.
Were those movies also critical successes that were nominated for best picture? Because Barbie is. Just not best director.
Only seven women have ever been nominated for best director in Oscar history. Only three have won. So do you think men are just naturally better movie directors or do you think sexism might possibly be at play here?
So it's not about money, it's about critical success now? I stand by what I wrote, the direction should be judged on its own merit, not by how much money the movie made, or how many memes it spawned, or any other irrelevant criteria.
And of course there has been, and still is, sexism at the Oscars. And if you want to make the argument that the direction of Barbie is good enough to merit a nomination, I'm not standing in your way, it's a fine movie. I think the others deserve it a bit more, except for Zone of Interest, which I haven't had the chance to see yet, but that is subjective.
What I am vehemently disagreeing with, is your original argument, that, while not exclusively because of it, Gerwig should've gotten the nomination based on the financial success alone.