"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".
The son of HollywoodReporter founder Billy Wilkerson has apologised for thetrade paper's role in the 1940s witch-hunts that saw many in the industry ostracised for having communist ties.
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.