During last night’s 83rd Annual Academy Awards, the Internets were leaking all over the place, as viral favorites the PS22 Chorus performed “Somewhere Over the Rainbow” live on stage.
Children from PS22 — a New York-based choir that first shot to stardom back in 2007 after covering a litany of Tori Amos songs — have been Internet darlings as of late, scoring the Webby Artist of the Year Award in 2010.
We imagine that this high-profile performance will only serve to propel the kids further toward the firmament of fame — which, we hear, is indeed located somewhere over the rainbow.
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We’ve taken two buzz readings, watched all 10 movies nominated for Best Picture, and wrung our hands over which movie will win the highest honor of the film industry.
There’s only one thing left to do, short of waiting until the winner is announced: vote on it ourselves! So, Mashable readers, let’s hear it. What’s your pick for Best Picture?
Best motion picture of the year:Market Research
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Who will take home the hardware tonight at the Oscars 2011 awards ceremony? Here’s another perspective, leveraging the power of social media to find out which actors and films were talked about most, this time in an infographic created by the Meltwater Group.
This infographic confirms most of what we saw yesterday in that Webtrends pre-Oscar buzz graphic, with a notable exception.
The methodologies for the two graphics were similar, where for this graphic, the Meltwater Group started tracking three award categories (Best Picture, Actor and Actress) back on January 25, gathering data from blogs, comments, video, Facebook, and microblogs such as Twitter to arrive at this data. Meltwater went further, cross-checking back to January 20, “to make sure the conversation was generally about the nominee in relation to the Oscars.”
Meltwater admits that “The most talked-about nominees are not necessarily going to be the ones who are named the winners by the Academy,” saying that it is presenting its data as more of a fun way to see which films and actors are being talked about the most.
Webtrends’ data collection differed from Meltwater’s, even though both admit that this more of a popularity contest than a predictor of winners. Webtrends counted both English- and Spanish-language mentions of films or actors, and didn’t count video in its data gathered. However, it had Inception taking the win for Best Picture with The King’s Speech trailing far behind in seventh place.
The other two categories were remarkably similar, where Webtrends matched the Meltwater estimate of James Franco winning the Oscar for Best Actor, as well as Natalie Portman taking on the trophy for Best Actress.
Why do you think there was such a discrepancy between the Best Picture nominees, even though the methodologies of the two studies were similar?
Graphic courtesy Meltwater Group
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If advertisers have their way, a lot of the Oscar buzz this year will have nothing to do with the best picture nominees.
As with the Super Bowl, advertisers during the second-biggest advertising night of the year (the Academy Awards are known in the industry as the “Super Bowl for Women,”) are trying to inject themselves into social media conversations happening during the event.
But while the Super Bowl was all about the ads, this time the TV spots are something of a sideshow. The ads themselves often serve as plugs for a Facebook page or other online activity, which marketers expect viewers to engage in during the event.
That’s a stark difference from the Super Bowl. There wasn’t a lot of live-event tie-in activity at this year’s big game, probably because the action of a football game moves too fast for Twitter commentary. The Oscars are a different story, though.
“You tune in 15 minutes before the game starts, you watch the preamble then everyone tunes out,” says Hayes Roth, chief marketing officer of Landor Associates, of the Super Bowl. By contrast, “this is all about the run-up,” he says. “It’s a different kind of event that’s interactive in itself. There’s anticipation about who’s going to win and there are a lot of winners. It’s a much more convivial atmosphere.”
Real-Time MarketingHence the live coverage blitz this time around. SprintNextel, for instance, is sponsoring People.com’s red carpet coverage, while Gilt Groupe has snagged Khloe and Kourtney Kardashian to tweet about the show on the luxe retailer’s behalf. Not to be outdone, Trident Vitality gum will sponsor a feature on PerezHilton.com that aggregates Twitter posts from readers and celebrities. Mercedes, meanwhile, is partnering with GetGlue to sponsor stickers given out by the TV social networking app during the show.
It’s no wonder marketers are keen to exploit the possibilities of the Oscars in real time. The reality is you just can’t get millions of people together very often at one time to focus on anything. Viewers of canned programming such as sitcoms or dramas can skip ads in a DVR, but with a live broadcast, they have no choice but to sit through the ads or at least try to amuse themselves during commercial breaks.
“This is a big event, the last of the water-cooler shows,” says Brad Adgate, senior vice president and director of research at Horizon Media, who added that social media has given awards shows such as the Oscars a huge boost. In 2008, the Oscars drew about 32 million viewers. Last year, 41.7 million people tuned in. Likewise, the Grammys had 19 million viewers in 2009 vs. 26.5 million during 2011′s telecast. “Two years ago, these awards shows had really bottomed out in terms of viewing,” he says. “But there’s a huge upswing in ratings that can only be attributed to social media.”
But social media doesn’t just amplify the ratings. It also condenses the discussion time about the event, putting Adgate’s analogy in a new light. “We’re witnessing the death of the water cooler,” says Josh Rose, EVP and digital creative director for ad agency Deutsch LA. “Now we’re simultaneously witnessing and talking about these events. If you’re not part of that discussion, you’re too late the next day.”
Nevertheless, David Rosenberg, director of emerging media for ad agency JWT in New York, says that the upside for brands in events like the Oscars is huge. “When done properly, brands get a lift by the immediate impressions that are generated on air as well as by being attached to the content and stories people share online—perhaps from two-screen viewing. The earned media potential here is great.”
“DVD Extras”But how exactly should a marketer tie-in with a live event over social media? Rose likens the current approach by many to DVD extras — interviews and behind-the-scenes events on a DVD that are related to the main feature, but not a part of it. Thus, the craze for red carpet commentary, which mimics the DVD commentaries that are standard for many movies on video these days.
An alternative approach is to use the ads themselves as a jumping-off point for discussion. This is the tack favored by J.C. Penney, which will run seven TV spots during the show and two during the pre-show. The brand is buttressing that presence with local market buys that feature “Because I’m Addicted” fashion blogger Geri Hirsch, who will display her J.C. Penney styles live on the brand’s Facebook page. That page will also offer a “Shop like a Celebrity” sweepstakes dangling a trip to Manhattan.
Best Buy, meanwhile, will center its online push around its ad. The retailer is using its Facebook page to host a charity auction for clothes worn by Ozzy Osbourne and Justin Bieber in an ad that runs during the telecast. (The ad is the same as the one that ran during the Super Bowl except for it has a different ending, which was chosen by fans on Best Buy’s website.)
Whether consumers will welcome such brands into the discussion remains to be seen. For his part, Rose thinks that, given the fragmentation of media, marketers will have no choice but to try to find ways to tie in to all kinds of events, whether they’re the Oscars, the Olympics or even — far trickier — the uprising in Egypt, just so they can stay part of the ongoing social media discussion. “People rally around a 24-hour news cycle,” he says. “There are opportunities for brands to quickly respond in any situation.”
Photo courtesy of iStock, Samlyn_Studio.
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Tonight is Oscar night and that means that Twitter and Facebook streams will soon be filled with quips about who is wearing what, the jokes that bomb or land, and of course, who is taking home the big awards.
Like the Grammy Awards and the Golden Globes, Oscar is finding his way into the 21st century. Check out these mobile and web apps that can help augment and enhance the Academy Awards experience:
Vanity Fair Hollywood: Oscars EditionThis special edition of the Vanity Fair Hollywood app is a treat for iPhone and iPad users alike. The free app lets users fill out their own Oscar ballots. Users can also compare their picks with their friends on Facebook.
Users can also follow Oscar tweets, see photos from the red carpet and get a glimpse of the famed Vanity Fair Oscar party.
Oscar Backstage PassThe $0.99 iOS app gives users a backstage look at the Oscars. As we noted in our original review, the app is designed to let users view the red carpet from several angles and get a backstage glimpse of the action taking place off-screen, all while enjoying the Oscar experience on TV.
This app, which will continue at the post-awards Governors Ball, is the biggest digital push that the Academy of Motion Picture Arts & Sciences has ever done.
E! Live From the Red CarpetE!'s Live From the Red Carpet app for iOS and Android is a great way to watch the red carpet coverage on your mobile device. See who E! is interviewing live look at pictures and photos from past award shows and connect via Twitter to share your thoughts with friends.
We love E!'s commitment to pushing its red carpet coverage across digital channels.
Check In With Get Glue
Tonight’s the big night when the Oscars 2011 awards ceremony broadcasts on ABC starting at 8 p.m. Eastern time. But that’s just the ceremony itself — there’s a lot more to see online.
If you’re looking to watch the whole broadcast online, there’s Oscar All Access from Oscar.com, a new premium experience that will cost you $4.99. Starting at 6 p.m. Eastern, it’ll offer an unprecedented amount of coverage with 24 live cameras positioned around the red carpet area, in the Kodak Theater and at the Governors Ball afterward. Some will be shooting in a 360-degree field of view, giving you the ability to pan around the festivities as you wish.
The service promises live views from within the venue during the ceremony, backstage looks, and sneak peeks at the stars during commercials. You’ll even be able to sneak into the director’s control room during the show. Beyond that, there are apps for the iPhone and iPad that give you all that coolness except for that 360 cam, for $.99.
Too rich for you? That same site, Oscar.com, will be showing a more conventional view of festivities starting at 6 p.m. Eastern. You won’t get those multi-camera views of the $4.99 premium service, but according to spokespeople from the site, “Oscar.com will be live streaming content from the awards throughout the evening — from the Red Carpet through the ceremony — which will be in addition to the content airing on television. So fans can actually log on to Oscar.com at any point during the night and see content from the awards show.”
Beyond its streaming video offerings, you can create an account at the Oscar.com site, and there’s an Oscar ballot where you can vote for your favorites and share them with others. There’s also an area showing what the stars are tweeting about during the show.
The AP and Livestream are back again this year with red carpet coverage starting at 6 p.m. Eastern, and if you “Like” AP Live on Facebook you can watch the red carpet coverage there. On the AP Live Facebook page, you can post comments and questions for AP Global Entertainment Editor Alicia Quarles, and she’ll be checking her iPad for those during the show.
Keep an eye on Twitter during the broadcast, especially the Oscars stream where there will be no shortage of comments, information, catcalls and accolades. And, here are 5 apps that can further enhance your Oscar experience.
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The 83rd Annual Academy Awards are rapidly drawing near, and the question on everyone’s (in the tech realm) mind is: Can a movie about Facebook win the Oscar?
The Social Network, the Aaron Sorkin-penned, David Fincher-directed, black horse of 2010, has trod a long road to the Oscars. While it’s now nominated for numerous awards — including Best Film — the movie was once a veritable joke.
We’ve been following the “Facebook Movie” for years now, all culminating in tonight’s festivities. Which is why we’re taking a look back now at its genesis. Check out our roundup below and let us know in the comments: Will the Academy “Like” the “Facebook Movie”?
Oh, How We LaughedWhen screenwriter Aaron Sorkin expressed his interest in making a movie about Facebook, our reaction was, shall we say, less than supportive?
Aaron Sorkin Explains HimselfAfter agreeing to write the screenplay, Sorkin said of the film, “it’s the fastest I’ve ever said yes to anything,” signing on after getting to page three of the 14-page book proposal from Ben Mezrich that producer Scott Rudin had optioned for the film even before The Accidental Billionaires was completely written.
And Then The Film Is GreenlitAaron Sorkin wrote the script, which was based on Ben Mezrich’s book, The Accidental Billionaires. David Fincher (Fight Club), came on as director.
Casting Rumors BeginMichael Cera and Shia LaBeouf? We think not.
The Film Is CastJesse Eisenberg was cast as Facebook founder Mark Zuckerberg, Justin Timberlake as Napster co-founder Sean Parker, and Andrew Garfield as Eduardo Saverin, the Facebook co-founder who had a falling out with Zuckerberg as the social site started to really take off.
A Release Date Is AnnouncedThe film was set for release on October 15, 2010. In reality, the movie came out on the third.
The First Poster Hits the Web
Columbia Pictures released the very first teaser trailer for the The Social Network. Like the poster, the teaser was sparse in its detail, but intriguing and provocative at the same time.
Trent Reznor Signs on to Score the FilmReznor was initially going to take some time off after touring, but once director David Fincher started asking him about scoring the upcoming flick — and after the rocker had read the script — he changed his tune.
Facebook’s Founders Talk About the “Facebook Movie”Facebook’s co-founders Mark Zuckerberg and Dustin Moscovitz both expressed some measure of disapproval where The Social Network was concerned.
And Then The Full Preview HitIt spawned a ton of catchphrases.
And Then There Were ParodiesMany ParodiesOne MoreThe Film Uses Twitter to AdvertiseSony Pictures became the latest big brand (as of that date) to buy a spot on Twitter’s trending topic list, using the microblogging site’s new ad platform to promote the trailer for The Social Network.
Mashable Talks With Trent ReznorWe decided to talk with Reznor about the experience of scoring a movie in its entirety, the state of the music industry, and, of course, social media on the whole.
The Mashable ReviewChristina Warren dove into the most buzzed-about film of the year in an in-depth review.
A Cadre of Entrepreneurs Dissect the FilmDavid Karp (founder of Tumblr), Soraya Darabi (co-founder of Foodspotting) and Ben Fisher (co-founder of Lean Startup Machine and Adopt a Hacker) talk with Mashable about The Social Network following a screening in New York.
Mashable Founder Thinks Zuckerberg Should Like the FilmMark Zuckerberg need not worry, according to Pete Cashmore. The Social Network ultimately paints Zuckerberg as a tireless visionary who stops at nothing to achieve his dream.
The Facebook Staff Goes to the MoviesThe Facebook staff essentially rented out the Century Cinemas 16 in Mountain View, California, where upwards of 1,200 staffers saw the film.
The Film Tops the Box OfficeThe Social Network pulled in $23 million in its opening weekend. That’s not a soaring success (analysts expected it to do $25 million), but it was enough to top the national box office.
Mark Zuckerberg’s Take on The Social NetworkMashable‘s Ben Parr chatted with the Facebook founder about the controversial film, and while Zuckerberg skirted questions about his opinion of Jesse Eisenberg’s portrayal of his early years, the 26-year-old CEO did say he’s interested to see what effect The Social Network has on entrepreneurship.
The Social Network Racks Up Awards From the National Board of ReviewBest FilmBest DirectorBest ActorBest Adapted ScreenplayAnd Then Hits The Golden GlobesHere is the rundown of nominations/wins that The Social Network received at the Golden Globes:
Best Supporting Actor: Andrew Garfield — Lost (Christian Bale won for The Fighter)Best Score: Trent Reznor — WonBest Screenplay: Aaron Sorkin — WonBest Actor, Drama: Jesse Eisenberg — Lost (Colin Firth won for The King’s Speech)Best Director: David Fincher — WonBest Picture, Drama — Won
The 83rd Annual Academy Awards will be held in just over a week and in preparation for the big night, the Academy of Motion Picture Arts and Sciences and ABC have created an Oscar companion app for the iPhone, iPod touch and iPad.
The Oscar Backstage Pass [iTunes link] app is designed to give Oscar lovers an inside look before, during and after the big show. The $0.99 app is part of the Academy’s growing investment in digital media. Like the Grammy Awards, Oscar is fighting a battle to stay relevant in an always-connected, multi-screen, live-streamed world.
In the days leading up to the show, the app offers users access to interviews, behind-the-scenes video clips and key Oscar moments from the past. The real action starts with the red carpet arrivals before the big night on February 27. The app will let users access multiple live streams of celebrity arrivals and switch cameras and camera angles.
During the ceremony, cameras will continue to offer users customizable backstage viewing from more than two dozen cameras set up throughout the Kodak Theater. Just like the Grammy Awards, viewers won’t be able to watch the Oscar telecast live within the app. Instead, the app is meant to serve as a second-screen experience. Users can still get augmented backstage camera views (and can control the cameras that they see) and see post-award interviews, the ceremony itself will not be broadcast in the app.
The app experience will continue immediately after the awards at the official post-ceremony celebration at the Governor’s Ball. Having streaming cameras at the Governor’s Ball — an event only rivaled by Vanity Fair’s Oscar party — is an interesting step for the Academy. Embracing voyeurism — and in fact capitalizing on it — is either shrewd or sad, depending on one’s perspective.
We think that charging for the app is smart — if risky. Most award shows that offer an enhanced backstage mobile or web experience do so for free. By charging, not only are the Academy and ABC better able to test the waters as to demand for this sort of content, the content itself remains exclusive. At the end of the day, that exclusivity is just one of the things that makes Oscar, well, Oscar.
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