The Oscars ceremony, celebrated this year on March 2, is not only the most important event for the film industry. Behind the awards a powerful marketing tool is hidden. It can be used by the nominated movies and by the brands that participate in the broadcasting.
When a movie is nominated to the Academy Awards, this immediately creates an important recognition opening the doors to big international distribution and guaranteeing a positive result in the worldwide box office. The victory in a category could help the growth of the box office results as the movie would stay more weeks in the theaters and would generate millions of dollars for other incomes as DVD sales or digital downloads. It is a way of free promotion for the movie. An example of this phenomenon is The King’s Speech, which won the best picture award in 2011 and collected more than $400 million in box office, when the first projected was $30 million.
On the other hand, the brands use the ceremony broadcasting to show their products and captivate millions of people around the world who follow the show. They use the image of the host and other Hollywood stars. The ceremony of this year was full of surprises that are considered marketing moments. Ellen DeGeneres, the host, used a smartphone made by Samsung, to take a self/portrait that she published in her twitter account. This is now the most retweeted post in this social network history. Then, she decided to call a pizza delivery, and two brands appeared in the stage: Big Mama’s & Papa’s Pizzeria and Coca-Cola. The NASA used the twitter account to share photos of the space related with the movie Gravity. Not only the social media was the center of the marketing campaigns in the night, also the sponsors show commercials and traditional promotion of their products during the ceremony. The movies and the brands have now an opportunity to connect in real time with the audience and promote the products around the world taking advantage of events as The Oscars.
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