From Scott Feinberg via Jeff Wells, we learn the reason why there were no individual FYC ads for the supporting roles in The Fighter:
“because of a long-standing policy at Paramount, the film‚Äôs distributor (and presumably also because the studio doesn‚Äôt want to offend Adams, who is nominated in the same category as Leo) ‚Äî she has been been the subject of no solo ‚Äúfor your consideration‚Äù ads highlighting her as an individual. The same cannot be said for the two best supporting actress contenders from other studios‚Äô films, who have been heavily promoted as individuals.
As evidenced after the cut, that policy changed this week. Added value for Paramount: lots of extra publicity about the publicity.