WEST HOLLYWOOD, Calif. — It is awfully easy to make fun of the Hollywood Foreign Press Association.
The group’s 84 voting members, givers of the Golden Globe Awards, insist, for instance, that they are impartial journalists. Yet they mostly write for obscure publications like Ogoniok, a Russian magazine, and they allow studios to court them aggressively. Tubs of Italian food, spread out at the group’s headquarters here on a recent afternoon, came with a sign: “Lunch courtesy of Harvey Weinstein.”
But Hollywood has largely stopped snickering.
The Globes, which will be handed out on Sunday (Mr. Weinstein’s movies are up for 14 trophies), are not taken seriously as artistic milestones, especially compared with the Oscars. But after a few rough years that included bizarre nominations, a strike that canceled a show, and lawsuits, the press association is on the rebound. Not only does it precede the Oscars but it has also nurtured a festive, flashy atmosphere for its show that stands in stark contrast to the more self-important Academy Awards.
Some of the credit goes to the group itself. It brought back Aida Takla-O’Reilly as president, and did what anyone does in Hollywood when under fire: hire a savvy publicity firm, in this case Sunshine Sachs.
“The bump was a bump, and it’s over,” Ms. Takla-O’Reilly said.
The association has also benefited from the weakness of the Academy Awards. About 17 million viewers have tuned into the Globes the last three years running, according to Nielsen data. But the Oscars have been well off their historical high (55 million in 1998), with about 39 million tuning in last year, compared with 38 million in 2011 and 42 million in 2010.
Ricky Gervais, the off-color British comedian who hosted the last three Globes shows, created a hip and buzz-worthy image. The Academy Awards, meanwhile, has been ridiculed for its selection of hosts. It tried to veer young in 2011, hiring the mismatched James Franco and Anne Hathaway, then overcorrected last year with Billy Crystal.
This time the Globes snared Tina Fey and Amy Poehler, drawing cheers from the industry and making the Oscars look bad: Ms. Fey has said no to hosting the Academy Awards. The Oscars, meanwhile, selected Seth MacFarlane, creator of the raunchy film comedy “Ted,” as its 2013 host — a choice that might be seen as an attempt to mimic the Globes’ success with a biting male comic.
And what was long seen as a weakness of the Globes — its inclusion of television — has become an asset. At least at the moment, television in many circles has more cultural heat than film.
“The Globes have exhibited some amount of prescience in conglomerating film and television,” said Matti Leshem, a movie producer and the chief executive of Protagonist, a Hollywood branding company. “Today, when the small screen is a viable stage for the caliber of great performances once reserved for the big screen, it seems passé to ghettoize television performances.”
The Globes have helped themselves in other ways. The oddball accolades that used to be commonplace, for instance, have been kept to a minimum. The last truly bizarre moment came in 2010, when voters named “The Tourist” as a candidate for best comedy or musical. (It was neither.) By comparison, this year’s surprise nomination of the arty romantic comedy “Salmon Fishing in the Yemen” in that category looks downright reasonable.
Members have also started poking fun at themselves, a strategy children have effectively used against playground bullies: if you laugh at yourself, it makes it less enjoyable for others to do the same. Jaws dropped when Mr. Gervais, as host of the 2011 Globes, skewered the association’s elderly members. But the Globes invited him back the next year, calling him a “naughty, naughty schoolboy.”
It was Ms. Takla-O’Reilly who actually spoke those words. A fiery octogenarian who comes across as a decade younger, she has been a member of the organization since 1956 and served as its president from 1994 to 1996. Her current term ends this year.
Staring at a jasmine-scented candle burning on her desk, Ms. Takla-O’Reilly, who was born in Egypt and writes for several Dubai publications, said that she would not run again. Even though she swims every day and uses the elliptical machine in the corner of the office, she said the job had been exhausting, but added, “We have been working hard to put ourselves on better footing, and I think we are finally getting there.”
Things started to grow troublesome for the press association in 2008, when striking screenwriters forced the cancellation of the Globes ceremony. In 2010 the “Tourist” nominations gave ammunition to the group’s detractors and provided fodder for late-night comedians.
Later that year the association filed a lawsuit against Dick Clark Productions, which produces the Globes ceremony, over television rights. Then a few months after that, a former foreign-press association publicist filed a suit accusing members of “payola schemes” in the nomination process, and the group countersued.
The Dick Clark lawsuit was resolved in April. (The association lost.) The legal battle involving the publicist continues.
Ms. Takla-O’Reilly, who has a Ph.D. in comparative literature from the Sorbonne, sounded a little testy over Dick Clark Productions. “They don’t do anything without us, but we do plenty without them,” she said.
The hardest part of her job, she said, has probably been asking Hollywood to accept the group for what it is. Sure, her members are a little colorful. Yes, her headquarters are between a gaudy gay bar and a drug rehab center. But the association is also not trying to pass the Globes off as something terribly serious, she said.
“It’s a party, and that’s it,” she said.
