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The Academy of Motion Picture Arts & Sciences are DETERMINED to shake things up this year!

 

There seems to be a stigma surrounding the annual Academy Awards ceremony every year, one that has to do with stuffy out-of-touch men and jaded old Hollywood stars who have no sense of humor. Basically it’s one big “Downton Abbey” family dinner. PISHAW, I say! Myself and a good deal of people I know adore the Oscars and tune in every year. Even the folks who pooh-pooh the event, I am sure they are tuning in as well. I’m not sure where this stigma came from, but the Academy is taking it totes seriously and has gone on a major rebranding jag for this year’s ceremony!

 

First, they got themselves a popular and edgy host, Mr. Seth MacFarlane. No one can deny his success nor his showmanship, but it’s his controversial material that has Oscar watchers playing close attention.

 

Second, the show has booked a slew of musical performers, cuz that’s what the kids are into these days, right? Jennifer Hudson and Adele will grace the stage, as will pretty much the entire cast of Les Miserables as the ceremony will feature a salute to musicals. This is an addition to a salute to James Bond, whose film franchise turns 50 this year. My goodness, will there be any time left for actually handing out awards, or will this turn into the Grammys and feature a small handful of “major” categories to break up a steady stream of live performances? Not MY Academy Awards!!!

 

Oh, and that’s another thing – no more calling it the “Academy Awards”. The show has officially been dubbed the “Oscars”. Why, you ask? Well, the official title of the ceremony is “The 85th Annual Academy Awards”, and, well, that number in there is rather daunting, no? Show co-producer Neil Meron puts is more plainly: “[It] keeps it mired somewhat in a musty way.” Gotcha. So, any and all posters, press releases, promos, etc., will feature ONLY the word “Oscars”, not the other phrase; but don’t get to comfortable, because this may or may not be the only year they do this. I guess it all depends on how successful this rebranding campaign ends up being.

 

Either way, I’m tuning in on Sunday, no matter what. Are you?

 

 

- Katie Marzullo, YH Staff Editor

katie@younghollywood.com