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Sans Blockbusters, Oscar Scrambles to Build Buzz

Broadcast's ratings decline isn't helped by snub to Dark Knight

By Jim O'Neill,  Newser User

Posted Feb 2, 2009 9:49 AM CST
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(Newser) – Producers of the Academy Awards are scrambling to add twists to a broadcast whose ratings decline won’t be helped by the lack of a blockbuster among the best-picture nominees, the New York Times reports. With the five nominees totaling less than half the box office of snubbed Dark Knight, sources say there’ll be more features aimed directly at the viewing audience.

The US audience for the show dropped to 32 million viewers last year, an all-time low, prompting ABC to lower its 30-second commercial rate nearly 18%, to $1.4 million, for the Feb. 22 broadcast. Among possible tweaks this year: keeping some stars off the red carpet to entice viewers for the actual Oscar broadcast, and keeping the identities of award presenters a secret.

Oscar-nominated actor Mickey Rourke arrives at the Santa Barbara International Film Festival on Saturday.
Oscar-nominated actor Mickey Rourke arrives at the Santa Barbara International Film Festival on Saturday.   (AP Photo)
Kate Winslet was nominated for an Academy Award for best actress for her role in The Reader. The 81st Oscars will be presented Feb. 22.
Kate Winslet was nominated for an Academy Award for best actress for her role in "The Reader." The 81st Oscars will be presented Feb. 22.   (AP Photo)
In this 2008 file photo, a large Oscar statue and a series of billboards herald the arrival of the 80th Academy Awards outside the Kodak Theatre in Los Angeles.
In this 2008 file photo, a large Oscar statue and a series of billboards herald the arrival of the 80th Academy Awards outside the Kodak Theatre in Los Angeles.   (AP Photo)
The Oscars are set for Feb. 22 on ABC.
The Oscars are set for Feb. 22 on ABC.   (AP Photo/Sotheby's)
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They’re always obsessive about keeping things secret, but especially this year.”
- Bruce Vilanch, writer

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COMMENTS
Showing 1 of 1 comment
EddyTeach
Feb 2, 2009 12:06 AM CST
With Hugh Jackman at the helm, I imagine even the banter in between awards will be rather unexciting...

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And the nominees are ...
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View trailers for nominated films here
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Academy Awards • award show • The Dark Knight • Kodak Theatre • The Curious Case of Benjamin Button • Slumdog Millionaire • Oscars

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