"I think that it's a different performance than he's given in quite a while, " says Ian Mohr, a film reporter for trade publication TheHollywoodReporter.
The film has caused a storm of protest in the US, with the editor of the respected trade journal, TheHollywoodReporter, calling it "morally repulsive".
No one keeps an official tally of Oscar ads, but marketers say both Segall's paper and The New York Times are seeing uptick in ads, as are trade publications Variety and TheHollywoodReporter.