Monday, February 25, 2013

Academy Awards Seeks Younger Image with Rebranding

Don't call them the Academy Awards
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Link to article:
Oscar is the Word: Academy Awards Officially Rebrand Show for 2013

This year the 85th Academy Awards will be presented from Hollywood, as usual, but don't expect to hear anyone call them by that name. The old official name sounded too, well, old and official. So along with hiring Seth McFarlane to add a hip young edge to the show's usual stale banter and creaky comedy, the organizers have officially renamed the ceremony the Oscars.

Excerpt: "This year, the 85th Academy Awards takes on a new name with a younger tone, 'The Oscars.'

'We're rebranding it,' Oscars co-producer Neil Meron told The Wrap.'We're not calling it"the 85th annual Academy Awards," which keeps it mired somewhat in a musty way. It's called "The Oscars."'

Still pursuing a younger demographic despite the failure of James Franco and Anne Hathaway as co-hosts in 2011, the Academy of Motion Picture Arts and Sciences publicist Teni Melidonian said, 'It is right for this show, but we could easily go back to using "Academy Awards" next year.'

'It'll be like the Grammys,' Meron added. 'The Grammys don't get a number, and neither will the Oscars.' The awards show hit a ratings high of 55 million in 1998, the year of Titanic, but have been on a decline ever since.

'There's been criticism in the past about The Academy being very stuffy and mired in tradition, but I think what we're doing... is kind of blowing some of the cobwebs and dust away and allowing this to really be relevant,' said Meron.

The Oscars appointed Family Guy creator Seth McFarlane as host this year on the heels of the 'hipper, shaper-tongued,' Golden Globes, which spiffed up their brand image this year with Tina Fey and Amy Poehler as co-hosts."

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