The viewing figures of major televised awards events like the Oscars are steadily declining. Audiences are fragmented and turned off by the diminishing cultural relevance of the ceremonies. So how do brands best seize on the opportunity that these events create to get back consumers’ attention?
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Gabriel Rossman is an associate professor of sociology at UCLA. He is an expert on culture, mass media, pop-music radio and the Academy Awards. Rossman developed an algorithm to calculate a film’s ‘Oscar appeal’ and determined the amount of box-office boost movies get when they are nominated for an Academy Award.
Stevie MacKenzie-Smith is a writer covering culture, trends, and fashion, and co-hosts Layers, a podcast about how we dress. She has written for Kinfolk, Dazed, AnOther, Vice, and Port Magazine, as well as writing branded copy for Givenchy, Unilever, and Net-A-Porter. Prior to going freelance, she was a copywriter at R/GA London.
