News
Movies Light Advertisers In Oscars
By Robert Marich
March 1, 2010 – Last year, the Academy of Motion Pictures Arts & Sciences allowed movie ads within the Oscars telecast, after years of being banned, but this year’s there’s no groundswell of film buys.
Media Post counts just three definite commercials for movies – CBS Films’ The Back-up Plan, a yet to be designated Disney movie and a yet to be named Summit Entertainment title. The Media Post article by Wayne Friedman notes the Oscars TV audience tilts heavily toward adult women, which is not a keen film demographic target. Women are drawn by the glamor and fashions.
Warner Bros. Pictures has a second Sex in the City movie slated for release May 28, which seems a natural for an Oscar ad, but the Media Post article says that Warner hasn’t made a decision.
An interesting kerfuffle erupted when Hyundia Motor America was told a flight of several Oscar car ads it wants to run can’t use its long-time celebrity voicecover Jeff Bridges (a nominee this year). According to Advertising Age, Hyundia lined up other celebrities for voiceovers just for those Oscar ads including Kim Basinger, Richard Dreyfuss, David Duchovny, Catherine Keener, Michael Madsen, Mandy Patinkin and Martin Sheen.
ABC Television is believed to be getting around $1.3 million per 30-second ad. “With ratings increases notched by recent airings of the Super Bowl, Grammys and other big-ticket programming, advertisers are hoping the Oscars takes part in the trend,” says the Ad Age article by Brian Steinberg.
AMPAS is heavily dependent on its fee for licensing Oscar TV rights, so to stoke interest it increased the pool of Best Picture nominees to 10, from 5.
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