The Academy’s Road to Recovery – Sky Bulletin
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The prestige of the Oscars was on a decline for a period, with significant drops in viewership, the impact of the pandemic, and a series of controversies hitting the Academy of Motion Picture Arts and Sciences. These included #OscarsSoWhite, envelope-gate, the short-lived popular Oscar category, untelevised awards, and the slap incident.
However, a turnaround appears to be taking shape, with rising interest in the film industry and anticipation for the Oscars ceremony once again gaining momentum.
“This year’s films and the forthcoming Oscars are being met with great enthusiasm,” said CEO Bill Kramer of the film academy. According to him, the movies have solidified their cultural significance and relevance.
A diverse array of movies, including major blockbusters, indie projects, international films, and bilingual productions have been nominated, stimulating conversations among audiences. Despite disagreements over certain omissions, the 96th Oscars on March 10 are highly anticipated, with insiders from the academy expressing optimism and excitement for an exceptional show.
Furthermore, the academy’s President, Janet Yang, has noted the viral success of the “Barbie”-themed Jimmy Kimmel promo spot, signifying a positive trend in ratings.
A Period of Unity and Healing
While past years have been challenging, the current leadership at the academy, with CEO Kramer and President Yang at the helm since 2022, has been driving a global focus and no longer operates defensively but rather with a forward-looking approach.
The intention to unite the various branches of the film industry under one banner has been echoed by Yang. The academy has evolved from its controversial beginnings under Louis B. Mayer to an organization that engages constructively with members on significant issues, including artificial intelligence and the impacts of strikes.
The Academy’s Evolving Diversity
Prior to Yang and Kramer’s leadership, the academy had embarked on a mission to diversify its membership in response to criticism of its demographics. The current state of the academy reflects a broader, more inclusive membership from all over the globe, with strides being made towards achieving parity in gender and ethnic representation.
Greater Public Engagement
An increased emphasis on public engagement through social media and the academy’s archives has captured the audience’s fascination with cinema’s history. This outreach is complemented by the interest generated by the Academy Museum of Motion Pictures in Los Angeles, which has become a cultural attraction, especially for younger audiences.
Envisioning the Academy’s Future
There is a concerted effort to redefine success metrics for the Oscars and to ensure the academy’s influential role in the evolving landscape of the film industry. The welcoming reaction to the introduction of a casting directors’ award indicates a new openness to change within the academy.
As the academy looks ahead to its centennial, leaders are contemplating the institution’s future and relevance against the backdrop of changing business models and consumption habits in film and art.
Despite a rough patch marked by declining interest and a series of controversies, the Academy of Motion Picture Arts and Sciences has made considerable strides in regaining traction in the industry and with the public. With its 100th anniversary on the horizon, the Academy is positioning itself as a pivotal entity prepared for an evolving cinematic world, drawing from its historical influence as it embraces more inclusive, connected, and innovative practices. The Oscars, as a celebration of cinematic excellence, thus seems to be on a course towards an exciting and revitalized future.
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