Cut! Oscars Trim Price, Take Movie Ads

Jan 19, 2009  •  Post A Comment

ABC is slashing the price of an ad in the Academy Awards to $1.4 million—and for the first time the Oscars will accept ads for movies.
What’s that? You thought the broadcast always ran ads for films? It might seem so, but motion-picture ads were always banned in the Academy of Motion Picture Arts and Sciences broadcast. The intent was “to make sure that the viewer at home could not possibly believe—wrongly—that winners were known in advance or that studios had played any direct role in that process,” said academy spokesman Leslie Unger.
But now, in an effort to boost ads in the broadcast—which saw ratings flag to a historic low of 32 million viewers last year, down from 39.9 million in 2007, according to Nielsen Media Research—the network is said to have lowered its price for the Feb. 22 telecast from $1.7 million this year. ABC declined to comment on its pricing.
The academy had a change of heart in October when it came to movie ads, opening up the pool of potential advertisers, albeit with a hodgepodge of restrictions. Studios would not be allowed run more than one spot; advertise an entire slate of films; advertise sequels to any of the previous year’s best-picture, best-animated-feature or best-documentary Oscar nominees; include any text or spoken reference to the Academy Awards; or advertise any film opening earlier than the last Friday in April.
Now that the economic trade winds have shifted into an outright squall, however, one of those guidelines is being jettisoned. Insiders say the academy has dropped its insistence that an advertised film must open after the telecast.
That means more films can potentially advertise, and that could be good news for both ABC’s bottom line and Oscar’s self-esteem. Numerous sponsors, including FedEx and General Motors Corp., dropped out last year. The hope is that films will help fill the void, but while carmakers Hyundai and Audi have taken GM’s place, movie ads have not moved as quickly. Insiders say Paramount is mulling a buy for its drama “The Soloist,” and Warner Bros. is also looking to buy an Oscar ad for one of its films. But despite the price drop, so far only one studio film—Disney/Pixar’s “Up”—is known to be advertising during the telecast.
Some studio chiefs say the slow pace of ad sales has as much to do Hollywood’s labor unrest as it does with the economy and the academy’s ad restrictions. The Screen Actors Guild’s chief negotiator, Doug Allen, sent a letter to the national board this week asking to send the producers’ “last, best and final” offer—made last July—to the membership for a vote. Advertisers fear that a SAG labor stoppage could be lethal to the Oscars, just as last year’s Writers Guild strike was to the Golden Globes ceremony.
“That’s the only thing they have as a tool,” said one studio marketing chief, who insisted on anonymity. “They don’t have any other bargaining chips. ‘OK, fine, we can’t kill the Golden Globes, but fucking with the Oscars, that could happen.’”
Moviemakers should find a silver lining assuming the broadcast proceeds: Movie-ticket service Fandango, in a survey shared exclusively with Ad Age, found that moviegoers are roundly in favor of seeing movie ads on the broadcast. In Fandango’s study of more than 7,000 moviegoers surveyed online from Dec. 27, 2008, through Jan. 12, 2009, 41% of respondents said they were more inclined to watch this year’s show now that it can feature commercials for upcoming movies.
Some 69% of survey respondents said they watched the Oscars telecast last year, and 85% of them said they watched the broadcast live at home. By comparison, 6% DVRed the show, and 45% of those who did so said they wanted to skip to the highlights.

63 Comments

  1. If the Academy wants more viewers, maybe nominating films that have actually been seen by the public is a good place to start? Or telling the winners to cut out the political statements during the acceptance speeches would help.

  2. if every editor wrote like you believe me the world would be a better place! this was an excellent read expecting more!

  3. if every editor wrote like you believe me the world would be a better place! this was an excellent read expecting more!

  4. Such a mispunctuated cyberspace phrase declares the actual idea that the commenter would likely not be troubled to look over most of of the written text you have opted to post

  5. Wonderful to read!

  6. Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  7. The U.S. Department of State issued an alert Sunday for Yank tourists in The european union to be aware in the heightened possible for an al-Qaeda terrorist attack. The signal did not specify any specific locations still did pre warn Americans abroad of terrorists’ prospective “to attack the bus systems together with other tourist infrastructure.” But no armed forces or govt infrastructures?

  8. thanks for the article yah

  9. I have some ideas, thank you for sharing, I really like the safety valve.

  10. Thanks for sharing this, its great :)

  11. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P

  12. Thankyou for this well written and useful post

  13. You did the logo. I want to do something like that.

  14. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  15. Interesting bing brought me to the blog so I was happy to read a good post for a change.

  16. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P

  17. Just bookmarked this website with my jumptags account .. thanks

  18. Searched Google and landed up here – its good so I posted the link on my Facebook account !

  19. I come and read constantly. very nice blog

  20. Just bookmarked this post with my jumptags account .. thanks

  21. I come and read constantly. very nice blog.Thank you.

  22. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day :)

  23. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  24. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  25. En güzel erotik filmler burada.

  26. Very okay. agree with most people

  27. I planned to thank you just for this superb study!!! I certainly loved every tiny little bit of it. We’ve you bookmarked your site to examine out the most recent things you publish.

  28. You must know by now, your article goes to the nitty-gritty of the subject. Your clarity leaves me wanting to know more. Just so you know, i will immediately grab your feed to keep up to date with your online blog. Sounding Out thanks is simply my little way of saying great job for a remarkable resource. Accept my nicest wishes for your next post.

  29. do you mind if i tweet this?

  30. Kosmetika

  31. I like your blog.

  32. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  33. Thats I will email it to my friends

  34. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P

  35. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  36. cqwecqw

  37. I like your blog.

  38. I like your blog.

  39. You completed a few good points there. I did a search on the matter and found most folks will consent with your blog.

  40. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  41. Now is Freedom of speech day, help wikileaks Assange. tamra

  42. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

  43. Thanks its a nice blog you have their

  44. This is such a fantastic resource that you are providing and you give it away for free. I love seeing internet websites that understand the value of providing a quality resource for free. It’s the old what goes around comes around routine. Regards…

  45. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  46. Nice blog subject. thanks for letting me add something!

  47. Many thanks for the great posting. I am glad I have taken the time to see this.

  48. I wish I could create as nice blog as yours. You have plenty of followers I wish I could generate as great blog as yours. You’ve got lots of followers it makes sence as your content is very good.

  49. I think your blog is great.Just keep on!I think I will come back on one day.

  50. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  51. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  52. Good to be visiting your blog again, it has been weeks for me. Well this is the article that I’ve been waiting for so long. As a roofing contractor I would say this is very informative post and I like your post. Regards, excellent share.
    thanks
    Vancouver Roofing Contractor

  53. I usually don’t reply on web-sites nevertheless you contain several fine readable post.

  54. Happy New Year 2011

  55. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  56. Thanks for the amazing post. I will be taking advantage of the awesome content on the blog. I will be returning!

  57. Well, you??? ve convinced me?- that graphic layout is pseudo-science rulled by whims. The top choices are nearly ind istingu ishable fromthe Worst, as well as rationales are pathetic, and punctured just as conveniently by other snide, arbitrary criteria.

  58. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P

  59. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  60. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  61. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

Your Comment

Email (will not be published)