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Oscar Organizers Ask Stars to Skip Red Carpet to Boost Ratings

by Terri Potratz | February 12, 2009 at 10:58 am

538 views | 6 Recommendations | 4 comments

In an effort to increase television audience numbers for this year's Oscars, the Academy of Motion Picture Arts and Sciences is asking presenters to avoid the red carpet altogether so that people will have to watch the actual awards to see what they're wearing.

A mere 32 million tuned in to watch the Oscars last year, down a whopping 20% from 2007.

The Academy Awards take place on February 22 in Hollywood's Kodak theatre, and is one of the most glamorous and star-studded events of the year. The Oscars red carpet is a tradition and has become a highly publicized event where stars can flaunt the couture and gowns of renowned designers for hours before the awards begin.

Several publicists said last week that presenters who their firms represent had been asked to use an off-camera entrance this year.
An academy spokesperson denied the request had gone to all presenters but confirmed, "There is a hope that some of the people who present will be a surprise."

This tactic could be highly problematic for the designers who rely on the red carpet attention to promote their work - plus, the glitz and excitement of scrutinizing the gowns of starlets as they walk down the red carpet amid a flurry of photographers and spectators isn't quite as engaging when they are simply appearing on stage for 30 seconds to introduce an award.

"If you show only half the people who are going to be at the Oscars beforehand on the red carpet, that's not a very good commercial for the show," photographer and WireImage co-founder Jeff Vespa told the newspaper. "How do you have the largest red carpet in the world and put less celebs on it?"
"From a business point of view, how likely are we to see fashion credits if these people don't walk the red carpet?" agreed publicist Marilyn Heston, whose MHA Media firm represents popular designers such as Elie Saab and Reem Acra. "And if not, what's the point of all this effort and great expense in having a girl wear a dress? There's a lot involved."

It's a safe bet that actors nominated for awards will do the red carpet route, and it is only some of the presenters who will take the back door entrance.

For more coverage of the 81st Annual Academy Awards, check out the NowPublic Oscars channel.

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Catherine Thatch (not verified)

at 13:09 on February 12th, 2009

I'd be so disappointed if attendees considered complying with this idea, which assumes that folks will tune in to watch the arrivals, then switch to other programming once the ceremony begins. I bet there's some truth to that - people do a lot of channel-surfing and Tivo-ing these days - but there are flaws in the logic behind trying to force viewership this way. One main thing is that although who's wearing what is a big deal, few are taking detailed notes on designers. They're just curious what everyone looks like, who chose well, what colors are working, etc. It's a chance at a good long look at your favorite stars all gussied up for an enormous event. It's at least as much about the people, their presence, their reactions and expressions, their anticipation, as it is about what they're wearing. It's pomp and circumstance that is part and parcel of the Academy Awards - I don't believe there's anything to be gained by disappointing hundreds of thousands of potential Ceremony watchers by excluding them from this important and exciting pre-show. In fact, there may be something to be lost if they end up feel alienated. They might just get turned off from Oscar altogether.

Ratings fluctuate. I think it's kinda the economy this way. There may be a downswing lately and I'll bet there'll be an upswing later. I'd say just let it be, don't focus on rearranging a few trees right this minute when we're talking about a big, long standing forest, here.

Amy Judd

at 13:37 on February 12th, 2009

But the red carpet is the best part!!!

harringtola

at 13:52 on February 12th, 2009

There are so many other TV shows that are built around and planned around the red carpet event itself I would think they will get a lot of flack from others in their own industry. It might also backfire. Sometimes the hype created by talking about who is nominated for what creates the catalyst for some to watch who might not have otherwise.

whataboutminnie

at 19:41 on February 13th, 2009

Getting to sit in the bleacher seats during the 2006 Oscars was one of the best experiences of my life. Being a part of such a momentous occasion and getting to take pictures was so exciting, intense, exhausting, and fun all at the same time. I'd do it every year if I could.