Spectators will be able to vote for their favorite film on Twitter. The American Cinema Awards ceremony is to be held on March 27 in Los Angeles.
The Oscar, supreme award of American cinema, announced on Monday, February 14, the establishment of an audience award which will honor next month the most popular film of the season. It will be appointed via a vote organized on Twitter.
The move is presumably intended to attract a new wave of devotees while the TV ceremony ratings have fallen dramatically in recent years. It was also done after the nominations unveiled last week missed such big Hollywood productions as Spider-Man or the latest James Bond, Dying Can Wait, films that almost alone saved the cash collection within the year of health restrictions.
The experts are scared that this absence will further distance the general public from the Oscar ceremony, the 94th edition of which is being held on March 27 in Los Angeles.
Audience drops sharply
Hence this idea of promoting this new Oscar category by calling on fans to vote on Twitter for their favorite film of 2021 using the hashtag #OscarsFanFavorite, or directly on the Academy of Oscars website.
The ceremony audience has collapsed in recent years with only ten million viewers last year for the edition that due to the pandemic mainly awarded independent films like Nomadland by Chloé Zhao. This indicator has decreased by 56% compared to the previous edition that was record low.
According to Meryl Johnson, vice president of the Oscar Academy in charge of digital marketing, the creation of an audience award will allow moviegoers to “participate in the spectacle in real time, to create a community and to be part of the experience like never before”.
Fans are allowed to vote up to twenty times a day and voting will be closed on March 3. Three lucky winners will be invited to hand over the Oscar awards during the 2023 edition.
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