• by Wayne Friedman , January 19, 2009

A few weeks ago, the Oscars changed its restriction on movie advertising to free up more movies--especialy women-targeted films--for the Feb. 22 broadcast.

 

But analysts say that moving the opening date of those films from the end of April to February, just after Oscar broadcast, may not be enough to draw more films into the pool of possible movie advertisers.

The main problem comes from the skew of the big-rated Oscar TV event. "They call it the Super Bowl for women for a reason," says one movie marketing executive. "The show targets women."

And therein lies the problem, say movie marketing executives.

They don't believe there are enough women-targeted movies that can advertise in the Oscar broadcast. Moreover, women-targeted movies are not usually expected to be blockbusters, which warrant big-marketing dollars--especially those films with budgets large enough to cover the $1.8 million price tag for a 30-second commercial.

Last summer's "Sex in the City" from Warner Bros. was an exception. (Reports have said the price of this year's Oscar telecast has dropped substantially because of the weakening advertising economy). An ABC spokeswoman wouldn't comment on Oscar ad activity.

Last October, the Academy of Motion Picture Arts and Sciences changed its long-time rule to allow movie studios to advertise films in the high-rated Oscar event. The Academy included a host of restrictions for movie studios--all to assure viewers that those marketers would not be affecting award results.

Possible comedies and romantic comedies, which now seem appropriate for the broadcast, include "All About Steve," a Fox comedy that debuts March 6, starring Sandra Bullock and Thomas Haden Church. It's about a CNN cameraman stalked by a brilliant but eccentric crossword-puzzler.

On March 20, there's a comedy from Paramount: "I Love You, Man," starring Paul Rudd and Jason Segel. A week later, on March 27, Yari Film Group releases "The Accidental Husband," starring Uma Thurman and Jeffrey Dean Morgan, about a New York City firefighter and a famed love expert. On April 17, "17 Again" stars Zac Efron and Matthew Perry from Warner Bros¸ about an adult man who suddenly becomes a 17-year-old high school student again.

While Oscars do score a high rating overall--second to the Super Bowl every year--the show has a strong focus on middle-aged and older women viewers. This is unlike movie marketing in the Super Bowl, where the big event draws a broad range of viewers. Studios typically run ads for big-budget summer tentpole movies that draw a high teen and young male audience.

The Academy's initial restrictions on movie studios mandated that movie advertising in the Oscars would need to be new creative--either a 30-second and 60-second commercial; the movie can't be a sequel; only one film per studio can be marketed; only one movie spot can be scheduled in a commercial break; and the movie needed to open two months after the Oscar broadcast on Feb. 22.