...engaging more

… Not everybody is sing- in Los Angeles, which in a lot of different ways.” ing the same notes and not houses more than 23 mil- All of these conversations everybody feels the same lion items of memorabilia, will continue about way. But we can bring everybody and has hosted exhibitions the future of the industry, together,” Kramer on everything from Hayao the academy, its membership, said. “Given the past couple Miyazaki and the history and, Yang said, even of years with the pandemic, of Black Cinema to “The “weaning” the Oscars from and the strikes, and Godfather” and the films of ABC in a few years (the current to all of the topics associated John Waters. Kramer noted contract runs through with the strikes, the that about half of the ticket 2028). For both, one of the academy needs to remain buyers are under the age of most satisfying experiences a neutral ground for these 40. was the overwhelmingly conversations.” But it's not just about positive response to the addition relics: Short videos they've of an award for casting made spotlighting belowthe-line directors — something categories in the that had been discussed for lead-up to the Oscars have decades — but was finally also taken off. One about visual voted in this year. effects from last year “I think people feel gratified has over 4 million views. knowing that we can They're rolling out similar change. The reputation of shorts for this year's nominees the past was, you know, it soon too. was a little stodgy,” Yang said. “It's been an entrepreneurial experience while maintaining the legacy of this very, very revered institution.”

And they hope the academy will stay at the center of it all.

“Business models are changing. The way people are engaging with movies and arts is changing. And the academy is really at the center of that conversation for the film community,” Kramer added. “We have a great responsibility to think this through and to ensure that the academy has a successful second 100 years.”

There has also been substantial focus on engaging the public through social media, often drawing on the academy's vast archival material — whether that be vintage acceptance speeches or just memorable moments from Oscars past.

Their Instagram account is close to 4 million followers and their YouTube channel is a treasure trove of fun clips: Leonardo DiCaprio's best actor win (54 million views), Hugh Jackman's 2009 opening number (23 million views), Chris Rock's opening monologue (16 million views), Jack Black and Will Ferrell singing “Get Off the Stage” (15 million views), and Fred Astaire dancing at the 1970 Oscars (13 million views).

The interest in movie history has also driven enthusiasm around the Academy Museum of Motion Pictures

The Academy's future

All of this plays into a different way of looking at the Oscars and the academy's place in the culture.

“It's important that we think about: How do we change our metric of success? We want millions and millions of people around the world to watch the show the night of, but we also want people watching it for many days after the initial run and on social in perpetuity,” Kramer said. “This is evergreen programming. And people overseas, outside of the U.S., engage with the show