The Relevancy and Perceived Quality of the Academy Awards to Millennials: An Abstract

Abstract

The Academy Awards (the Oscars) is recovering from criticisms regarding a lack of diversity among nominees, the show being overly long, incongruity between nominated movies and their popularity with the public, and poor host selections. Ratings for the broadcast have declined every year for the past five years. The Motion Picture Academy has taken steps in recent years to address previous criticisms and modernize the Academy Awards, such as reaching out to younger viewers, increasing its usage and integration of social media to promote electronic word-of-mouth, increasing the diversity of its membership, and electing the first African-American president of the Academy (Kalra 2016; Pond 2013).

Of particular interest are young adult moviegoers’ perceptions of the Academy Awards. The millennial market of adults between the ages of 18–36 represents a key audience for motion pictures, as this segment embodies 38% of frequent moviegoers and contributes 40% of box office sales (MPAA 2018). If marketers can establish genuine connections with this group, millennials have shown themselves to be staunch supporters, co-promoters, and advocates of brands (Mancini 2014). Thus, determining the relevancy of the Academy Awards to millennials will be an immense asset to movie marketers and distributors as well as to the Academy itself.

This study investigates millennials’ perceived quality of the Academy Awards and the relevancy of movie characteristics, consumer behavior, social media usage, eWOM. We will examine multiple generations in order to compare age group differences in perceived quality of the Academy Awards. The Motion Picture Academy would benefit from a study like this by gaining insights on what age groups they should be targeting and how perceptions of the awards have changed from generation to generation. Additionally, as marketers have long used Academy Award nominations and winners as differentiators between movies, it will also be interesting to examine if this makes a difference to younger generations, i.e., are millennials more likely to watch Oscar-nominated/winning films over other films that have not received such accolades?

Given the millennial generation’s proclivity for frequent movie attendance, a study such as the one proposed here should serve as a critical market analysis for the Oscars’ future. Additionally, it should be an immense asset to movie marketers and distributors, as well as to the Academy itself, as it will provide insights into young adults’ views and behaviors about the movie industry.