Academy CEO optimistic about future ahead of Oscars’ 95th year
Bill Kramer has been thinking about the future of the Oscars since he was named CEO of the Academy of Motion Picture Arts and Sciences this summer.
The former head of the Academy Museum of Motion Pictures knows some things must change, that they have to evolve and grow their fan base. But he’s optimistic: He’s already deep in talks with Oscars broadcaster ABC and potential producing partners and is committed to having a host again in 2023.
And he’s especially ready to “move forward” from the slap and to have a show that celebrates cinema, he recently told a small group of reporters. At the Oscars this year, nominee and eventual winner Will Smith came on stage and slapped presenter Chris Rock.
The show is immensely important not just for Hollywood but also for the academy itself. The revenue from the Oscars accounts for well over half of the organization’s annual income. And it has been under increasing scrutiny from both the public, for everything from its runtime to the kinds of films that get nominated, and its broadcasting partner, for its ratings. Even academy members themselves have drawn criticism, most recently for the decision to present some of the awards before the live broadcast in an effort to streamline the show.
At the next Oscars in March, Kramer said he wants to see “all crafts equitably acknowledged” on the show and that “there are many ways to do that.” It’s just one of many topics being discussed with broadcaster ABC.
One of the evergreen conundrums is how to
attract new viewers and appeal to the masses without alienating the ones who love the Oscars the most. Efforts to infuse the show with more mainstream movies from the “fan favorite” award earlier this year or the short-lived “popular” Oscar have been mercilessly mocked. To some, montages are a waste of time. To others, they’re the heart of the Academy Awards.
“It’s our 95th anniversary. We want to return to a show that has a reverence for film and 95 years of the Oscars,” Kramer said. “It’s a moment to really reflect on our membership, all craft areas, our changing industry, our fans. There are ways to do that that are entertaining and authentic and that are tied to our mission to honor excellence in moviemaking. I don’t think that’s mutually exclusive.”
Part of that strategy, Kramer said, is using social media and marketing to create more familiarity around first-run movies leading up to nominations and the awards. The hope is that come Oscar night, audiences and Academy members are invested whether “Top Gun: Maverick” is nominated or not.
But a focus on the Oscars show doesn’t mean he’s not working to advance the
Academy’s diversity initiatives, from its membership to its talent development programs. Starting next year, best picture hopefuls will have to meet the Academy’s new inclusion standards for the 96th Academy Awards in 2024. The organization has been working with studios and filmmakers for two years to ensure that everyone understands the standards. He said all the best picture nominees from earlier this year would have qualified.
One of Kramer’s primary concerns is continuing to diversify the Academy’s revenue base.
At one time, the Academy Awards and all the contracts that surround the Oscars show made up 95% of the organization’s annual income. Now, with the Academy Museum of Motion Pictures and its ticket sales, retail store and restaurant combined with corporate sponsorships, foundation support and individual giving, the Oscars now make up around 70% of that income. They’ve forged successful partnerships with the likes of Rolex and Bloomberg Philanthropies, who “believe in the future of the arts and culture and cinema,” Kramer said.
The 95th Academy Awards will broadcast live March 12.