John Tantillo, The Marketing Doctor Asks Why is the Academy Wasting Oscar on the Young?

Share Article

This year’s decision to run with James Franco and Anne Hathaway as hosts is awful. Nothing wrong with changing hosts, but thinking that this kind of change coupled with a few promotional ads is a good idea shows that the Academy is in real trouble.

This year’s decision to run with James Franco and Anne Hathaway as hosts is awful. Nothing wrong with changing hosts, but thinking that this kind of change coupled with a few promotional ads is a good idea shows that the Academy is in real trouble.

Dr. John Tantillo, a/k/a The Marketing Doctor, and a frequent television and radio personality, announced today that the Academy is forgetting its mission and history by trying to court a younger demographic with Franco and Hathaway.

“This year’s decision to run with James Franco and Anne Hathaway as hosts is awful. Nothing wrong with changing hosts, but thinking that this kind of change coupled with a few promotional ads is a good idea shows that the Academy is in real trouble, “ states Tantillo

The Marketing Doctor goes on by stating: “The Academy is sitting on a great marketing legacy and product in the Oscars, but they simply don’t seem to recognize this fact. Instead, they are succumbing to the promise of a marketing quick fix,” concludes Tantillo.

Dr. Tantillo believes that making a one-time grab for a younger viewing demographic might not be a brand killer, but a brand that doesn’t know itself, forgets its mission or its Target Market is vulnerable to making more bad decisions. Cumulatively these bad small decisions can add up to something terminal.

“It’s elementary. The Oscars is essentially a big corporate video intended to give major industry players a regular pat on the back, promote individual movie brands (i.e., titles), and continue to re-enforce through what I call “Authority Marketing” the importance of Hollywood for our culture – and it does all this while making money from the television advertising dollars the spectacle rakes in. Bottom line, even in the bad Oscar audience years, the show still attracts a viewership of 35 million plus. This is not something to worry about,” says Tantillo.

Tantillo also addresses the never ending issue of whether the Oscars can be improved as a show and what a change could cost the Academy? “Probably, the show could be improved. Do you really have to hear the winner for best left-handed audio dubbing in a two-and-a-half minute short? But, if they do cut an hour off the show, will it make sense in terms of lost ad revenue,” concludes the marketing doctor.

For Tantillo the central issue is why change hosts like this and target the young?

Tantillo believes that this is sad to behold, because the Academy and the industry it represents is one of the foremost marketing forces in the world.

Dr. Tantillo addresses that if the Academy is going to worry about changing for any audience, it should be for the global market, (all those viewers outside the United States) who contribute the most to the box office numbers. Today, even if a movie flops in the U.S., it can make a killing around the world. “That’s the real market for Hollywood these days, no matter what they think. Mainstream Hollywood movies are getting broader to accommodate tastes from Moscow to Seoul –so if the Academy regains its marketing mojo, expect Oscar to follow, concludes Dr. Tantillo.

John Tantillo, the Marketing Doctor is the author of the book,People Buy Brands, Not Companies.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

John Tantillo

Rolf Graeber
MDA
212 679 5700 ext. 15
Email >
Visit website