The red carpet rolled out, the flashbulbs ignited, and amidst a constellation of Hollywood stars, Ellen DeGeneres snapped a selfie that reverberated across the social media landscape. It was March 2014 at the Oscars, where renowned figures such as Brad Pitt, Julia Roberts, Meryl Streep, Jennifer Lawrence, and Angelina Jolie huddled together for what became an iconic image. That selfie amassed a staggering 3.4 million retweets, while the ABC telecast captivated 43.7 million viewers, marking it as the second most-viewed Oscar ceremony of the 21st century, just trailing behind the turn of the millennium broadcast.
However, since that glittering night, the sheen of film awards like the Oscars has somewhat dimmed. The Academy of Motion Picture Arts and Sciences, and similar institutions, navigate a decade marked by dilemmas over diversity, equity, and the shifting sands of an audience migrating toward social media terrains. Ratings have taken a nosedive, with 2023’s Oscars attracting a mere 18.7 million viewers – a significant drop from the apex reached just nine years earlier.
In contrast to the downward trend in viewership, 2023 celebrated a resurgence of audiences flocking to theaters, driven by initiatives like the ‘Barbenheimer’ campaign, which co-promoted the year’s riveting releases, ‘Barbie’ and ‘Oppenheimer’. This recovery is as much a rebound from the pandemic effects as it is a testament to successful cinematic marketing.
The landscape of awards ceremonies has been compelled to adapt, especially in the wake of the dual Hollywood strikes the previous year. The Screen Actors Guild Awards emerged trailblazing, being the first to stream live on Netflix. Other glamorous events, including the Golden Globes and Emmys, have followed suit by trimming down their durations. The famously lengthy Oscars telecast itself has seen a reduction of almost thirty minutes from its previous near-four-hour runtime.
The Oscars now also offer an hour-long red carpet show for die-hard cinephiles and celebrity enthusiasts, while those with less time may leap straight into the main event. In a contentious move, the Oscars has sidelined several technical accolades, with recipients now honored in a separate ceremony prior to the televised gala.
This awards season has not been devoid of intrigue. Amidst the reeling impact of the Golden Globes’ faced upheaval, the BAFTAs proceeded in a relatively subdued manner, with ‘Oppenheimer’ sweeping the major awards.
Amidst these shifts, the entry of streaming services like Lionsgate Play, which holds streaming rights in India for a quartet of film award shows, has reshaped traditional ‘appointment viewing’ practices. Anushree Bhardwaj, Director of Marketing at Lionsgate Southeast Asia, elucidates that viewers now favor convenience over synchronous viewing, also highlighting the pull of Indian celebrities on the international stage. Engagement soars when iconic figures, such as Deepika Padukone, grace these events.
Adapting to modern tastes and demographics, the Oscars and its contemporaries have broadened their categories, contemplating the recognition of casting and stunt coordination, among others. These adjustments seek to connect with a generation who may resonate more closely with a Miley Cyrus than a Tom Cruise.
Performance segments remain a magnet for viewers. Memorable acts by artists such as A.R. Rahman or Hugh Jackman have been etched into the fabric of Oscars’ history. This year, Ryan Gosling is negotiated to perform ‘I’m Just Ken’ from ‘Barbie’, indicating acknowledgment of star power’s influence.
Additionally, there’s been a significant push towards diversity. The Golden Globes revealed a revamped voter base with increased representation, while the Oscars have implemented new inclusion standards. These bold measures aim to reflect societal progression and restore audiences’ confidence in these esteemed celebrations.
As the specter of the Oscars looms on the horizon, the anticipation mounts. Will ‘Oppenheimer’ dominate the awards, or might ‘The Holdovers’ or ‘The Zone of Interest’ clinch victory? Can Lily Gladstone’s portrayal in ‘Killers of the Flower Moon’ earn her a monumental Oscar win? While these speculations keep the spirit of the awards alive, the attrition of TV viewership is fundamentally attributed to a confluence of broader social shifts, fading celebrity allure, and the Academy’s hesitancy to embrace change.
As we await the pinnacle of this year’s film award season, we glimpse the industry at a crossroads, contending with the challenge of reinventing traditions without relinquishing the glamour and gravitas that have long defined the glory of the silver screen.
