There exists a chasm between the Academy members and the moviegoing public. This divide is wider and deeper than it has ever been and is reflected in the viewership of the Oscars which has been on a downward trajectory over the last 15 years and reached an all-time low of 9.5million viewers last year.
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| OUT OF TOUCH WITH MOVIEGOERS |
The Academy needs to get relevant and lose the elevated snobbery that the brand projects, particularly when it comes to nominating movies that very few see and which generate little to no box office attendance. If nothing else it should be taken as a monetary problem, as the Oscar telecast is a major source of revenue for the nonprofit organization - and this continues to drop.
So, to alleviate the problem, this year the Academy has decided to present a 'the Twitter Award', in an attempt to reverse the course of non-interest on the part of film fans.
Twitter users will be able to tweet their submissions up to 20 times a day using the hashtag #OscarsFanFavorite. The film that receives the most fan votes by March 3rd will be recognized during the March 27th broadcast.
CMG believes that this 'scheme', to get younger moviegoers interested in watching the Oscars, will fail. It is the latest, there have been many, to hold on to the cultural importance it once had. The Oscars have become a boorish event for the Hollywood glitterati to backslap and pontificate on their wokish political views.
Only when the films that generate the bulk of the box office gate will film fans return to watching the Oscar awards --- and not before that.
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