The Academy Awards, also known as Oscars, is slowly becoming a catastrophic storm devastating millions of household views in three hours and a little more. It has losing its spotlight over the years and got even worse for having only 9.85 million views in this year’s supposed-to-be biggest event of Tinseltown. Gone are the days where people are excited to know who will receive the Best Picture Award. Was it really by nature? Or is it more of the consequences of their ignorance to the audience’s plea? Their title of being the most-watched entertainment program has now expired, but no one was surprised—like Oscars was destined to lose its crown one day.
In an awards show, especially for Oscars, viewership is the measure of its success. People are the central point. And so, marketing plays a crucial role in making it happen. The best way to attract people is to tell them a story. By narrative marketing, the ultimate goal is to discover what appeals to the audience and, from there, catch their interest and create a deeper connection. Unfortunately, this is what the Oscars has been ignoring.
People appealed to bring back the sense of connection. But in dismay, they got more preaching about politics, and the likes, repeating like a broken record rather than having something that could grow their anticipation when cheering for people who like them started with a glimmer of hope to stardom. People wished for that magic to be back. They want something worth aspiring for—not the mundane issues they see in the news on a daily basis. They want something that would awaken their sense of ambition, that they, too, are allowed to dream because dreams do come true.
Six years ago, the Oscars was slammed by people for entrenched disparities. #OscarsSoWhite was trending worldwide after discovering that the Academy was composed of 92% white and 75% male. The statistics led people to believe that the reason why numerous outstanding production staff and films who were more deserving of nominations and awards were not included was because of their skin color, gender, and nationality. And, people found that repulsive. They want Oscars to promote and stand for diversity in the film industry.
Sure, Oscars retained how it was known—a dazzling and glamorous event. But, it’s not only about the glitz and glam. It’s about celebrating outstanding films, the film industry itself, and the people whose talents keep it alive. After all, wasn’t Oscars supposed to uphold the excellence of the film industry and connect the world through it?
As people witnessed how Oscars lost their values and stand, they grew tired of being unheard all this time. And, truth is, they no longer want to sit for another three hours and a little more to watch an award show that is not for the people.