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OSCARS: The Money, The Ads & Kimmel

By | Friday February 22, 2013 @ 1:38pm PST

The Academy Awards are about movies but they are also about money, too. And this year the moolah looks good for ABC and the Academy of Motion Picture Arts and Sciences. At around $1.7 million to $1.8 million for a 30-second spot, the Walt Disney Company-owned network has sold out its ad inventory for this Sunday’s show. The price for those spots are the highest the network has charged since 2008 when the economy started to tank. Advertisers Diet Coke, Neutrogena, J.C. Penny, Hyundai, Coldwell Banker Real Estate, Chobani Yogurt, and Grey Poupon are all hoping that host Seth MacFarlane will meet or beat those numbers for the new commercial campaigns they are launching. Other advertisers include Amex, Samsung, McDonald’s, Sprint, the University of Phoenix, Royal Caribbean, Anheuser-Busch and Ameriprise. In terms of the studios, Paramount, Weinstein Company and Universal won’t have movie ads. Disney, who gets discounted rate advertising from ABC, will be showing a spot for their upcoming Oz The Great And Powerful. Fox will be advertising The Heat, their upcoming Sandra Bullock/Melissa McCarthy feature directed by Paul Feig. Last year’s show, which was up a slight 4% from 2011, was the second most watched Oscars in the past half decade with 39.3 million viewers. The other number the Academy hopes to beat is how much it makes from the Oscars. Last year the profit was $51.2 million off the ceremony - up a bit from 2011 – with $89.6 million in revenue and $38.3 million … Read More »

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OSCAR: Disney’s Rich Ross Says “We’re Going For The Best Picture Win” For ‘Toy Story 3′

Pete Hammond

EXCLUSIVE: “We’re going for the Best Picture win. We wanted to have the best movie and the reviews have clearly said that and it’s the number one box office hit of the year so I’m not sure why we would not go for it all,” the Walt Disney Studios Chairman Rich Ross told me in a phone conversation this week. He’s talking about their worldwide billion dollar grosser Toy Story 3 which also sits atop Rotten Tomatoes chart of the best reviewed films of the year, at least those in wide release. To that end Disney/Pixar will launch an ambitious advertising campaign aimed squarely at Academy members this week that will blatantly try to associate past Best Picture winners with TS3 by having Toy Story characters enact some iconic images from Oscar winning films like West Side Story, On The Waterfront, Shakespeare In Love, Silence Of The Lambs, Titanic, The Lord Of The Rings: The Return Of The King and Forrest Gump (which will feature the Woody character voiced of course by ‘Gump’ star Tom Hanks – get it?). There are potentially more than 20 different ads they will create, but some, like Lambs, which features a disembodied Mr. Potato Head, still are being cleared by various parties. The campaign which uses the phrase ‘Not Since’ will launch with The Godfather Part II in which Lotso, the mob boss-like bear emulates Al Pacino. Since that film (and Rings) were rare instances of … Read More »

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OSCAR: Custom-Made ‘Fighter’ Ad Premiere On ‘Mad Men’ Season Finale

Pete Hammond

EXCLUSIVE: (Video below) In an idea worthy of Don Draper himself, Paramount is debuting a special “trailer-style” piece for their December 10 Oscar contender, The Fighter, that has been created specifically for tonight’s season finale of  Mad Men. This promotional gambit was first tried by Paramount on last season’s Mad Men finale for their major 2009 contender, Up In The Air. That’s because Mad Men is a hot TV ticket, and usually an Emmy contender in its own right, and sure to draw a large contingent of movie awards voters. In fact, one of Mad Men’s consultants has been Frank Pierson, former President of the Academy Of Motion Pictures Arts & Sciences.

The official reason for the spot, according to a Par spokesperson, is that the audience for the show is “high end, smart, savvy – the ultimate tastemakers – and we think the show is an ideal place to showcase a special piece on the film”</em> starring Mark Wahlberg, Christian Bale, Amy Adams, and Melissa Leo and directed by David O. Russell. Deadline has the online exclusive right here:

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