Saving Oscar

The hype machine surrounding the Academy Awards seems to gear up a little stronger with each passing year, yet the number of breathless exposes about movie-star fashions or the battle for best director is in inverse proportion to the number of people who actually care. Viewership has plunged steadily, hitting a low of 33 million in 2003 (there was a slight rise last year). In 1970, 78% of those watching TV during the telecast were watching the Oscars; in 2004 it was down to 40%.

There is more than one reason for the decline. For one thing, there are a lot more choices on TV than there used to be. Also, although the Oscars presentation was once an almost unique occasion, now we’re suffering from awards creep: Between the Golden Globes, the Screen Actors Guild, the People’s Choice and legions of more obscure awards, the red carpets and cleavage just start to get a little old. Awards show awards can’t be too far away. “And the award to best revealing-yet-classic dress worn by an actress up for an award goes to .... “

And if that’s not enough, Oscar is showing his age. The night is about Hollywood celebrating itself as an institution, a nostalgic tribute to the industry and its icons. But viewers in their 20s might not get the same thrill in seeing Jack Nicholson in the front row, which is one reason the prime moviegoing demographic -- people 25 and under -- isn’t tuning in in large numbers.

And in an increasingly fragmented marketplace, critically acclaimed movies are seldom big box-office favorites. When the 1997 blockbuster “Titanic” was a nominee, the show’s viewership spiked, but the vast majority of moviegoers have not seen such fine nominees as Clint Eastwood’s “Million Dollar Baby” or “Finding Neverland.”

Last weekend’s box-office results illustrate the trend. With a $157-million take, it was Hollywood’s second-most-profitable Presidents Day weekend ever, led by “Hitch” and “Constantine.” Neither film is likely to be a best-picture nominee at the 2006 Oscars. The 2003 Presidents Day weekend set the record for the period, led by the dreadful “Daredevil” and “How to Lose a Guy in 10 Days.” To save Oscar, by pumping up viewership among the critical 18- to 49-year-old demographic without handing out awards to bad movies, the academy is scrambling to add youth appeal to the event. Hence edgy comedian Chris Rock as emcee. If nothing else, this should ensure that plenty of morality cops will be watching at the FCC. A tape delay can catch only so much.