AND THE AWARD FOR BEST U-TURN GOES TO...

Kentish Gazette Canterbury & District - What's On - - CINEMA -

Do you know what hap­pens when the gov­ern­ing body of a huge movie awards or­gan­i­sa­tion an­nounces a brand new cat­e­gory, and the pub­lic re­ac­tion is con­fu­sion, mixed with ir­ri­ta­tion?

In the case of the Academy of Mo­tion Pic­ture Arts and Sci­ences, the an­swer is to pull a U-turn as quickly as pos­si­ble. Last month the Academy (which oversees the Os­cars) an­nounced a new cat­e­gory called Out­stand­ing Achieve­ment in Pop­u­lar Film.

It’s a re­sponse to the charges that the Os­cars are too elit­ist, and not rep­re­sen­ta­tive of what the gen­eral pub­lic en­joys.

Or put an­other way, it’s an award cre­ated es­pe­cially for the films that make loads of money but get panned by crit­ics.

The gen­eral pub­lic didn’t care though, while the more high­brow types in the in­dus­try de­rided the Academy for its trans­par­ent pan­der­ing.

Since the an­nounce­ment’s back­lash, the Academy has said the new cat­e­gory won’t be in­cluded in the 2019 cer­e­mony and that it re­quires “fur­ther study”. Academy CEO Dawn Hud­son said: “There has been a wide range of re­ac­tions to the in­tro­duc­tion of a new award, and we recog­nise the need for fur­ther dis­cus­sion with our mem­bers. We have made changes to the Os­cars over the years — in­clud­ing this year — and we will con­tinue to evolve while also re­spect­ing the in­cred­i­ble legacy of the last 90 years.”

I can un­der­stand why the Academy did it. It thought the new cat­e­gory would make the Os­cars more rel­e­vant to a mass au­di­ence, but it hasn’t been broad enough in its think­ing.

Con­sider in­stead...

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Best Adam San­dler Out­stand­ing con­tri­bu­tion to ex­plo­sions Cat­e­gories like that will not only speak di­rectly to the kind of au­di­ences needed to bump up ad­ver­tis­ing charges, they’re un­so­phis­ti­cated enough to let the glit­terati re­ally flex their sneer­ing mus­cles.

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