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

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...

Sneakiest product placement

Best use of computers to make animals look like they’re talking

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.