It seems long overdue for the Academy of Motion Picture Arts and Sciences to start treating the Oscars as the Super Bowl of movies.
The Oscars are the culmination and celebration of the year in cinema, just as the Super Bowl is the pinnacle for football season. As the nation pauses for a long day of gridiron action, it seems long overdue for the Academy of Motion Picture Arts & Sciences to start treating the Oscars as the Super Bowl of movies. The Super Bowl is a good prism for thinking about how the Academy can widen the scope of activity around the Academy Awards. “Party” is synonymous with “Super Bowl,” and it should be with “Oscars” as well. The Super Bowl is much more than a football game. Even when your favorite team isn’t in the hunt, everyone watches. Why? The NFL has built a celebration that is a must-attend event for Fortune 500 companies and established brands to tease new products — including Hollywood’s upcoming releases. The 30-second spots in the big game are going for an astounding $6.5 million. That’s in part because the Super Bowl is entertaining to audiences beyond sports fans. So let’s take that concept and apply it to a lot more fun festivities around movies. Of course, the Oscars can’t seize $6 million for 30 seconds, at least not in this moment of declining ratings. Still, they can build an experience that heightens the showcase of the latest teasers and trailers from networks and studios, or announcements of new video game releases and consoles, or any other product that appeals to four quadrant demos. Who wouldn’t tune in to the March 27 telecast this year for the latest look at the next Marvel Cinematic Universe entry or a sneak peek at the long-awaited “Avatar 2” from James Cameron? Build those commercials into the show with presenters and hosts acknowledging and commenting on them.
