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自拍照和“吐槽微博”:社交媒體時(shí)代的奧斯卡吸金新道

自拍照和“吐槽微博”:社交媒體時(shí)代的奧斯卡吸金新道

Erin Carlson 2015年02月13日
如今,社交媒體成了“奧斯卡經(jīng)濟(jì)”中不可或缺的一環(huán),既是吸引眼球的途徑,更是頒獎(jiǎng)禮上各利益相關(guān)方,從拿到了轉(zhuǎn)播權(quán)的美國(guó)廣播公司,到各大廣告商,再到當(dāng)紅明星們——吸金的新渠道。

????如果問(wèn)起哪部電影獲得了去年的奧斯卡最佳影片獎(jiǎng)?不見(jiàn)得每個(gè)人都能脫口而出。(正確答案是:《為奴十二年》)但即便是最嚴(yán)重的“奧斯卡失憶癥”患者,也能回想起頒獎(jiǎng)典禮主持人艾倫抓拍下的那張?jiān)赥witter上大火的自拍照,那是一個(gè)歷史性的時(shí)刻。

????艾倫拉上安吉麗娜?朱莉、布拉德?皮特、朱莉婭?羅伯茨、梅麗爾?斯特里普以及詹妮弗?勞倫斯等大牌明星,拍了一張超級(jí)搶眼的合照,這一無(wú)心之舉把老派的奧斯卡頒獎(jiǎng)典禮一把推進(jìn)了數(shù)字時(shí)代的深水區(qū),它在Twitter上獲得了340萬(wàn)次轉(zhuǎn)發(fā),并給上屆奧斯卡頒獎(jiǎng)禮帶來(lái)了近14年以來(lái)的最佳收視業(yè)績(jī),觀眾總數(shù)達(dá)到了4500萬(wàn)。

????與克雷格?扎丹同為奧斯卡頒獎(jiǎng)典禮制片人的尼爾?梅龍表示:“我們打破了[收視]紀(jì)錄,我們也玩壞了Twitter。那一晚,我們沐浴在奧斯卡眾神的光芒中?!?/p>

????突然間,社交媒體成了“奧斯卡經(jīng)濟(jì)”中的重磅環(huán)節(jié),既是頒獎(jiǎng)禮吸引眼球的途徑,又是相關(guān)利益方——從播放該典禮的美國(guó)廣播公司(ABC),到各家廣告商,再到希望通過(guò)增加曝光度獲得更大、更好的演出機(jī)會(huì)(以及更高薪水)的當(dāng)紅新星——?jiǎng)?chuàng)收的一種方式。

????艾倫那張自拍照是用三星智能手機(jī)拍攝的。據(jù)陽(yáng)獅廣告公司事后估算,這張照片為三星公司帶來(lái)了8-10億美元收入,這證明,假如你有產(chǎn)品需要兜售,社交網(wǎng)站分享+名人+電視直播是產(chǎn)品大賣(mài)的不二法門(mén)。

????以上三個(gè)要素,也是獲得超高收視率的法寶。

????談到今年2月22日的奧斯卡頒獎(jiǎng)禮直播,梅龍表示:“我們正主動(dòng)與所有社交媒體平臺(tái)接觸,因?yàn)槿ツ暝诖朔矫娅@得了巨大成功,我們希望利用今年能更上一層樓。”梅龍戲稱(chēng),正在與Twitter、Facebook、Instagram等社交媒體巨頭進(jìn)行“集體約會(huì)”。

????梅龍與扎丹這對(duì)黃金搭檔,也是最近NBC翻拍《音樂(lè)之聲》和《小飛俠》等音樂(lè)劇以及一系列電影和百老匯熱門(mén)劇的操盤(pán)手。今年是他們第三年操刀奧斯卡頒獎(jiǎng)典禮,他們將再次為觀眾獻(xiàn)上一場(chǎng)有大牌歌手助興的活力盛宴(2013年,他們邀請(qǐng)到了芭芭拉?史翠珊,2012年,請(qǐng)到的是U2樂(lè)隊(duì)),還會(huì)有不少觀眾尚未看過(guò)(或者看不到)的小影片入圍。

????扎丹稱(chēng):“很多人知道自己一分錢(qián)也拿不到,還是會(huì)來(lái)參加奧斯卡頒獎(jiǎng)禮。主持人的報(bào)酬十分微薄,表演者也拿不到幾毛錢(qián),頒獎(jiǎng)嘉賓更是分文不取。沒(méi)人能拿到多少錢(qián),但大家還是會(huì)來(lái)參加,因?yàn)槲覀兿胍蔀閵W斯卡頒獎(jiǎng)典禮的一部分?!?/p>

????按照演員工會(huì)的薪酬守則,2015年奧斯卡頒獎(jiǎng)禮主持人尼爾?帕特里克?哈里斯應(yīng)獲得超過(guò)1.5萬(wàn)美元的報(bào)酬,而史翠珊這樣的頂級(jí)歌手每演唱一首非提名歌曲,至少要收取2400美元的報(bào)酬。(至于說(shuō)深情演唱一首提名歌曲?起步價(jià)3,500美元。)

????財(cái)務(wù)記錄顯示,2013年,非營(yíng)利機(jī)構(gòu)美國(guó)電影藝術(shù)與科學(xué)學(xué)院通過(guò)舉辦奧斯卡頒獎(jiǎng)典禮,獲得了9380萬(wàn)美元的收入,同比增長(zhǎng)400萬(wàn)美元。其中大部分收入來(lái)自ABC的母公司迪士尼,根據(jù)雙方簽訂的合同,迪士尼每年向美國(guó)電影藝術(shù)與科學(xué)學(xué)院支付7500萬(wàn)美元,以獲得奧斯卡頒獎(jiǎng)典禮的轉(zhuǎn)播權(quán),該合同將于2020年到期。

????2013年,奧斯卡頒獎(jiǎng)禮的相關(guān)花費(fèi)將近4000萬(wàn)美元,包括雇用數(shù)千名員工、建造舞臺(tái)布景、籌劃萬(wàn)眾矚目的演出、鋪設(shè)長(zhǎng)長(zhǎng)的紅地毯。入圍者身穿昂貴定制禮服、戴著借來(lái)的價(jià)值百萬(wàn)珠寶走過(guò)紅毯。美國(guó)電影藝術(shù)與科學(xué)學(xué)院還為耗資180萬(wàn)美元的年度奧斯卡頒獎(jiǎng)禮晚宴買(mǎi)單。這場(chǎng)星光熠熠的會(huì)后晚宴,由名廚沃爾夫?qū)?帕克操刀,嘉賓們可以暢飲香檳,盡享魚(yú)子醬比薩和松露等美食。

????(截至本文發(fā)稿時(shí),美國(guó)電影藝術(shù)與科學(xué)學(xué)院2014年的財(cái)務(wù)數(shù)據(jù)尚未出爐。)

????Not everyone remembers which film won Best Picture at last year’s Academy Awards (Answer: 12 Years a Slave). But even the most acute Oscar amnesiac will recall the defining moment when host Ellen DeGeneres snapped the Twitter selfie seen ’round the world.

????In a fresh burst of spontaneity, DeGeneres pushed the old-school ceremony into the digital-era deep end, wrangling the likes of Angelina Jolie, Brad Pitt, Julia Roberts, Meryl Streep and Jennifer Lawrence to participate in a splashy group photo that gained 3.4 million retweets and helped bring the show its best numbers in 14 years with 45 million viewers.

????“We broke records and we broke Twitter,” said Neil Meron, who produces the big event alongside Craig Zadan. “The Oscar gods shone very bright on us that night.”

????Suddenly, social media became a No. 1 heavy hitter in the Oscars Economy — a way to drive eyeballs to the broadcast and create revenue for all the players involved, from host network ABC to the advertisers to the rising stars hoping the increased exposure will lead to bigger and better acting opportunities (plus a salary bump).

????The DeGeneres selfie stunt — captured on a Samsung smartphone — fetched an estimated $800 million to $1 billion for the tech company, ad agency Publicis boasted afterward, making the case that social shares plus celebrities plus live television equals big bucks if you’ve got a product to hawk.

????Or ratings pressure to live up to.

????“What we’re doing is specifically reaching out to all the platforms on social media — and because we had such tremendous success last year with it — we want to capitalize on that success and grow it,” said Meron of this year’s Feb. 22 telecast, teasing “massing engagement” with social powerhouses like Twitter TWTR 2.34% , Facebook FB 0.31% and Instagram.

????Their third year at the helm, Meron and Zadan — the savvy team behind recent NBC musical revivals of Sound of Music and Peter Pan as well as a string of movie and Broadway hits — will again add pizzazz with boldfaced singers, on the level of Barbra Streisand (in 2013) and U2 (2014), to dangle before viewers who have yet to see (or may not have access to) many of the smaller films honored.

????“We get a lot of people who come to it knowing that they’re not going to make any money,” said Zadan. “The host doesn’t make more than two cents, and performers make two cents, and presenters don’t make any money. Nobody makes any money, but you’re doing it because you want to be part of the Oscars.”

????The 2015 emcee, Neil Patrick Harris, will earn upward of $15,000 per union guidelines, while a top-tier singer such as Streisand collects at least $2,400 to perform a non-nominated song. (Crooning a tune that’s up for an award? That’s a starting fee of $3,500.)

????The Academy of Motion Picture Arts and Sciences, a nonprofit, made $93.8 million off the Oscars in 2013, a $4 million boost from the year before, according to financial records. A significant chunk of that pile came courtesy of ABC parent company Disney DIS 7.63% via a $75 million-a-year contract to air the show that expires in 2020.

????Meanwhile, the organization that year racked up almost $40 million in awards-associated expenses including the costs of hiring thousands of staff, building the set, staging the crowd-pleasing performances and rolling out a seemingly endless red carpet on which nominees parade in expensive custom gowns and tuxes and million-dollar borrowed jewels. The organization also footed the $1.8 million bill for the annual Governors Ball, the glitzy after-party catered by Wolfgang Puck and his flowing champagne, caviar-encrusted pizzas and many, many truffles.

????(The Academy did not have 2014’s financial data available at publication time.)

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