The Oscars Attempt at A Rebrand Ends In Disaster on Social Media 🎬

Written by: Guenevere Chin

April 1st, 2022

Award shows have been a huge topic amongst social media users due to their lack of diversity in guest, winners, and movies. This rebrand of a major award show displays the lack of effort the Academy made to listen to its viewers and create a worse version of it. It’s important to see what not to do when it comes to rebranding.

If you haven’t watched the Oscars on March 27th, 2022, then you definitely heard about it on social media. “The Slap” Will Smith gave to Chris Rock for the offensive joke about Jada Pinkett-Smith’s alopecia was the big highlight of the night. This violent act was streamed on live television for the world to witness and see how things have certainly changed for this award show. The Oscars rebranded their entire show and it felt like a mix of the Grammys and a live streamed award show like the Streamy’s. It was awkward and made no sense at some parts especially when they had multiple anniversary videos of movies such as James Bond. While watching the graphics that showed up on the screen I felt as if I was watching a YouTube Top 10 video and it just looked too basic for the Oscars. There previous years graphics were cleaner and more elegant as the award shows once was.

"With these many changes it is clear ABC and the Academy have no idea where the future of the award show is going. It felt like they were trying to modernize it with the performances from more popular artists yet it wasn’t put together as much. "

The beginning of the show began with a performance from Beyoncé who is beloved by gen Z. So, this was probably a way for the Academy to gain more viewers and appeal to gen Z. However, after a few minutes into the performance it felt like more of a Grammys performance due to its high budget and it being filmed not on stage. Even before the live show started the Oscars decided to award 8 categories off camera and announce them solely on social media. This made social media viewers furious as those artists who worked so hard for this award were basically not given there moment on camera like the other categories would later be. The shows host were Regina Hall, Amy Schumer and Wanda Sykes which is a strange pairing however while beginning there introductions they were interrupted by DJ Khaled and it was to say the least weird. People on social media questioned why DJ Khaled was even invited at all he hadn’t put out new music or even produced music for any movie so what was the reason behind that?

After the strange interruption Amy Schumer’s jokes were praised for getting solid laughs and being amusing. However, Twitter users later uncovered that Schumer had stolen these jokes especially the one about Don’t Look Up’s, Leonardo DiCaprio’s taste in women. Wanda Sykes pre-taped big of visiting the new Academy Museum was one of my favorite parts of the night. Sykes gave great jokes and poked fun at fellow actors and the academy’s troubled legacy from the past. As Vanity Fair points out, “choppy transitions, unnecessary and badly framed wanders into the audience, and a DJ spinning easy-listening beats” were just some of the strange choices the Oscars made when editing to the next category or in-between commercial breaks. The band had played off winners mid-speech especially Drive My Car director Ryusuke Hamaguchi which was unfair to him.

The best picture nominees were not even announced but instead presented individually in a sizzle reel which felt nothing like the Oscars would normally do and more commercial like. The Oscars award show felt like it was hurrying through each category to finish the show off earlier making it as Vanity Fair described it as “a chore rather than an obligation.” With these many changes it is clear ABC and the Academy have no idea where the future of the award show is going. It felt like they were trying to modernize it with the performances from more popular artists yet it wasn’t put together as much.

"The disaster that the Oscars were due to it taking on too many changes at once and making it seem unfamiliar and strange for those who have watched for many years"

The performance of “We Don’t Talk About Bruno” from Disney’s Encanto cast was oddly quiet and not like viewers pictured it. Social media users said they expected the performance to be more upbeat with the music but it was not the same and disappointed. The viewership numbers of this award show have gradually decreased due to rumors of it being “rigged” and having lack of diversity amongst its nominees and winners. The Grammys has stayed more relevant due to it embracing more diversity, new talent, streamlined editing and graphics, and feeling more entertaining to watch for viewers to watch and guest to want to be there.

The Oscars should look to the Grammys and see how they are able to stay successful in keeping up with being modern but also sticking to its roots. As an award show that has been around for 94 years, it is time for a change but only in certain areas not of the whole show. I think the disaster that the Oscars were due to it taking on too many changes at once and making it seem unfamiliar and strange for those who have watched for many years. The Oscars is built up to be the most prestigious and anticipated entertainment award of the year and having them downgrade this much is truly a disappointment. Hopefully, next year’s Oscars will find their roots and update some aspects of the original show to keep its reputation and modernize with the times to become what it used to be.

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Read more sources here:

1. Vanity Fair: https://www.vanityfair.com/hollywood/2022/03/even-before-will-smith-it-was-a-strange-and-awkward-oscars-2022