NEW YORK (AdAge.com) -- The Hollywood mystique has been built on glamor and exclusivity. But this year's Oscars -- with an assist from Pixar chief John Lasseter -- will be all about accessibility.
The goal is to make the Academy Awards more inviting for younger audiences. The ABC broadcast is the second most-watched TV event after the Super Bowl and drew an impressive 41.2 million viewers last year -- a five-year high. But although the event remains pricey, at $1.7 million a spot, the broadcast's median age in 2009 was 49.5. Last year's ratings among 18- to 34-year-olds actually decreased 3% despite the increase in total viewers.
The plan is to make the Feb. 27 broadcast more inclusive with a "You're Invited" strategy that involves a new print, digital and outdoor marketing campaign allowing the average Joe to experience the red carpet virtually. The show itself will have new co-hosts. And, in a first, Oscar.com will offer a peek behind the scenes with an ambitious live streaming of all-access coverage from the red carpet to the control room to the press room where Oscar winners get 45 seconds for additional thank-yous.
Read the full post by Andrew Hampp on AdAge