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Edition: U.S. Article Save Email Print Reprints Most Popular Most Shared "Clueless" star Brittany Murphy dead at 32 12:39am EST Actress Brittany Murphy dies aged 32 20 Dec 2009 UPDATE 2-U.S. Northeast digs out of monster snowstorm 20 Dec 2009 UPDATE 1-'Avatar' leads box office, despite blizzard 20 Dec 2009 U.S. health bill passes crucial Senate test | Video 1:53am EST Shell plans $5 billion sale of assets in Nigeria: report 20 Dec 2009 Indonesia's next big quake due under Mentawais 20 Dec 2009 "Clueless" star Brittany Murphy dead at 32 12:39am EST Tepper's Appaloosa hedge fund made $7 bln this year - WSJ 20 Dec 2009 Sands could finish Cotai casinos in 5 yrs: CEO 20 Dec 2009 Pictures Pictures of the year: Entertainment A look at the year's best entertainment photos. Slideshow New movie trailers could boost Oscar ratings Matthew Belloni Mon Dec 21, 2009 1:40am EST LOS ANGELES (Hollywood Reporter) - If there's one thing the producers of the Academy Awards should have learned from the 2009 telecast, it's that Hollywood loves a hit. Entertainment | Film Initial reviews of the Hugh Jackman-hosted extravaganza were mixed. And the feeling inside the Governors Ball that night was that the show's new pieces of flair -- "innovations" such as carting out former acting winners to hand out awkward praise to nominees they likely didn't care much about -- merely added a lighter shade of rouge to the aging starlet. But ratings went up. About 10 percent more people watched, reversing the downward spiral of the past few years. And voila! -- the show has been deemed a success almost universally ever since. As Bill Mechanic and Adam Shankman put together their plan for the 82nd annual ceremony March 7, they should be mindful that their efforts will be criticized unless they lure more eyeballs while still maintaining the aura of the Oscars as Hollywood's most esteemed evening of pomp and self-celebration. Here's how: Introduce movie trailers to the show. Think about it. At five strategically timed slow points in the ceremony, a major star could appear to introduce a two-minute clip of never-before-seen footage from an upcoming film. Every major studio, mini-major and specialty division would be invited to enter a lottery for the five slots, the only rule being that the winning studios' clips -- any clip; it can be something from a prestige project or from "Iron Man 2" -- has never been seen before. Can you imagine what kind of interest there would be if Summit revealed the first glimpse of June's "The Twilight Saga: Eclipse" during the telecast? Actually, we don't have to speculate. Exclusive footage of "New Moon" -- including the first shots of the film's shirtless werewolves -- aired during the MTV Movie Awards in June, and the show's ratings shot up 92 percent in the target demo, its best performance in five years. Studios probably would jump at the chance to showcase their shiniest wares in front of the billion-or-so moviegoers who tune in around the world. If Warner Bros. were given the opportunity to debut three minutes of Christopher Nolan's "Inception," millions likely would tune in just to check out what the "Dark Knight" director has up his sleeve. When these lookie-loos also are exposed to the smaller films being honored, such as likely multiple-nominees "The Hurt Locker" or "Precious," all the better for the film industry. Mechanic and Shankman could all but guarantee an uptick in Oscar ratings without agonizing over whether such populist pictures as "Avatar" or "The Hangover" make the cut with voters. Additionally, if the strategy works, the Academy can return to five best picture nominees next year rather than continue to chase more viewers by altering the Oscar rules that people actually care about. Including trailers probably would force producers to cut musical numbers or shorten presentations of some awards. There also might be some drawbacks. Studios that don't win the lottery might grumble, and an ardent faction of traditionalists believes the Oscars are the one night Hollywood should care about art, not commerce (as if that ship hadn't sailed long before "Titanic" won best picture in 1998). Introducing a little popcorn to the festivities does nothing to diminish the Oscars themselves. Anyway, the Academy already has shifted in that direction, last year dropping the 50-year ban on film advertising during the show. Now studios that don't win the lottery would be free to buy their way in via an ad (subject to the Academy's same restrictions on spots touting movies up for awards or in current release). Why should the Super Bowl be the premiere outlet for early trailers of potential summer blockbusters when the Oscars delivers a massive audience that, you know, actually cares about movies? The Academy Awards should be a celebration of film, the one night of the year when movie fans around the world gather to watch the best the industry has to offer. The awards honor the achievements of the past year, and adding A-list trailers to the telecast would give that moviegoing audience a taste of the great stuff to come. And more people would watch. In a business that depends on putting butts in the seats, who could argue with that? Entertainment Film More from Reuters U.S. health bill passes crucial Senate test WASHINGTON (Reuters) - A broad healthcare overhaul passed its first crucial test in the U.S. Senate on Monday, with 60 Democrats voting to put President Barack Obama's top legislative priority on a path to passage by Christmas. | Video Oil steady above $73 a barrel as Iran-Iraq tension eases For stocks Santa's bag may be light Banks weigh on Asian shares, dollar steady | Video Northeast digs out of monster snowstorm | Video Citadel Broadcasting files bankruptcy protection » More Top News The food-stamp economy On the last day of every month, shoppers at Walmart load their carts with food and household items and wait for the midnight hour. Is this the new normal in America? Full Article Factbox: A look at food stamps in U.S. Focusing on food for the holidays A "lost" middle class? U.S. Let's make a deal The battered M&A sector will make a tepid recovery in the coming year and three hot sectors will lead the way, according to a Thomson Reuters analysis. Full Article JPMorgan tops ECM rankings Hungry for deals after a forced diet Fewer bankruptcies seen in 2010 Global Deals Review © Copyright 2009 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts.com Buyouts Europe: Buyouts Conferences: Venture Capital Journal ECVJ International Financing Review International Securitisation Report Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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