So much for young and hip. The 83rd Annual Academy Awards drew 37.6 million
viewers, down 10% from last year, according to the Nielsen ratings. A calculated
move by the Academy to attract a younger audience with hosts James Franco and
Anne Hathaway apparently didn't work, as viewership among 18- to 34-year-olds
dipped 5% from last year.

Apparently there is a correlation of stiff competition amongst movies that peaks
interest as was the case in 2010 between the Hurt Locker and Avatar. The following
illustrates the recent Oscar  best-picture winners and viewership:

• 2011 37.6 million viewers (The King's Speech)
• 2010 41.7 million (The Hurt Locker)
• 2009 36.3 million (Slumdog Millionaire)
• 2008 32.0 million (No Country for Old Men)
• 2007 40.2 million (The Departed)

Meanwhile with the decrease in viewership, it will be interesting to see if advertisers
return next year.  But it’s time to cut the length of the program.  The Academy should
take a page from the NFL and NASCAR and move it to a three day event, include more
events for the general public like the NFL does before the Super Bowl with the NFL
Experience or NASCAR’s Speed Week before the Daytona 500. Take the presentation
of the Oscars like the life time Achievement Award and Oscars for sound, special effects,
wardrobe and others and moved them to Saturday.   Maybe what the Academy should
have done is telegraph that Anne Hathaway was going to wear the outfit  of the character
“Cat Woman” in her upcoming performance in the next Batman movie, The Dark Knight
Rises at the Oscars.  That would have least increased the male gender viewership.

 

Tim Johnson

Also find the recent review of the economic forecasts of California's economy for 2011 by
UCLA, Chapman University and University of the Pacific at www.CalifonriaBusinessMinute.com