The Oscars Consider Product Placement As Stars Prepare to Live Tweet the Golden Globes
It’s award season in Hollywood. The People’s Choice Awards handed out their statuettes last night. The Critic’s Choice Awards air tonight, and Spielberg woke up to the news that his film Lincoln has more Oscar nominations than any other movie (12).
Now the networks have to figure out how to pay for all this glitz and glamour.
The 85th Annual Academy Awards is doing well this year. AdAge says that ABC usually gets around $1.65 million and $1.8 million for a 30-second commercial and this year they’re coming in on the high side of those numbers. Could be because of the buzz surrounding this year’s host Seth MacFalane. The Family Guy creator is known for his sharp stabs at pop culture and his inability to self-censor as Slate pointed out after this morning’s Oscar announcement ceremony.
In the less than 10 minutes it took to announce the nominees, MacFarlane managed to insult his co-presenter, belittle the achievements of several nominees, and make a Hitler joke. He introduced Emma Stone as “the star of the new film Gangster Squad,” making a show of reading off a cue card, before breaking off to question: “I’m not sure you’re the star. That seems more like an ensemble piece, right?” A moment later, he added of Stone, “some say she’s better than Meryl Streep,” before stopping to ask, “Who says that?”
It’s either going to be the best Oscar presentation ever or the most embarrassing train wreck ever produced. Either way, MacFarlane is going to draw a crowd and that makes advertisers excited enough to open their wallets a little wider.
Since the full inventory of ads is nearly sold out, Christina Kounelias, chief marketing officer for The Academy of Motion Picture Arts and Sciences says they’ll be looking for other ways to bring in more ad dollars, including “weaving sponsors into the program.”
“I’d like to think we’re more flexible,” she said regarding the prospect of ad messages integrated into the main event. While the Academy has to “be realistic about it” so as not to lengthen an already-long evening and not distract from the awards process, “we are open to working with people in a number of ways.”
I’m overcome with images of Meryl Streep presenting in a gown made from recycled KitKat wrappers. Give me a break. What happened to the old days when you could just say, this portion of the Oscars was brought to you buy INSERT BRAND HERE and be done with it. Do I really need to see Tom Cruise, cruise on to stage in a new Chevy Cruze?
The 85th Annual Academy Awards is set to air on February 24.
Tweeting with the Stars
This Sunday, the stars will have a dress rehearsal in the form of The Golden Globe awards. They’ve partnered with Twitter to present a collection of live Tweets from the event. Here are a few of the more interesting personalities.
- Julia Louis-Dreyfus @OfficialJLD – Nominee for Best Performance by an Actress in a Television Series
- Sofia Vergara – @SofiaVergara – Nominee for Modern Family
- Nina Garcia – @NinaGarcia
- Marlon Wayons – @MARLONLWAYANS
- Ra Ra Riot – @rarariot (I admit I have no idea who this is but I love the name)
And many, many more. Twitter will be aggregating all of their feeds on one page, so you won’t miss a single shot of the food at the after parties.
Ah, the good life.