Commentary

A Racy And Frank Golden Globes: Reality Show, Friar's Roast, And A Big Marketing Vehicle

by Wayne Friedman , Staff Writer, January 18, 2011

Wait a second! Was that Golden Globes Awards Show on Sunday night a rerun?

Yes, if you are going to get Ricky Gervais as host of that particular award show, you know what you are getting -- a Friar's Roast, celebrity-skewing show for the masses.

You once had a drug problem? You have a current drug problem? You allegedly took a bride and became a Scientologist? Were once married to Demi Moore? All material for Gervais. This was his second time as a host -- and the second time some TV executives groaned.

Since this is what Gervais has done in the past, it should not come as any surprise -- especially to big time TV advertisers paying some $600,000 for a 30-second commercial on NBC.

Sometimes the Globes -- with Gervais -- seemed like a reality show for "B" rated stars where frank content may hit too close to home. Does it hurt a star's marketing power? Maybe. But it's all fleeting, at most. But like those reality shows, it's that content that sells. In some ways all this truly separates the Globes from other award shows. Perhaps NBC can make bigger marketing hay out of the event next year.

Years ago, critics and big movie stars had a hard time with David Letterman hosting the Oscars. Remember? ("Uma. Oprah. Oprah. Uma."). Letterman essentially did what Gervais did here. Interestingly, some entertainment executives/talent hate Gervais, but also love late-night TV hosts like Letterman who do the same skewing in the wee hours. Is the problem that the Globes are in prime time? It shouldn't be.

The Globes appear to viewers as an insider's look at what a closed party at a club in Hollywood might be like.

Gervais forewarned the comedy would go right at its obvious targets. Charlie Sheen, of course, was a natural; so too was "The Tourist," the almost universally banned movie that received Globe nominations (including one for comedy?).

Ah. There's an inside joke. NBC's ratings for the show posted 17 million, about the same as a year ago -- though the 18-49er crowd went down a bit, year to year. Gervais doesn't think he'll be asked next year to do the honors. But I'm betting TV advertisers wouldn't want it that way.

television, tv

4 comments about "A Racy And Frank Golden Globes: Reality Show, Friar's Roast, And A Big Marketing Vehicle ".

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Bob Ehler from Bernstein-Rein Advertising, January 18, 2011 at 5:37 p.m.
Banned, or panned?
Reply

Michael Kaplan from Blue Sky Creative, January 18, 2011 at 5:53 p.m.

Amazing that an organization made up primarily of a few dozen part-time movie journalists can command this sort of attention -- and those sorts of ad dollars. The Oscars? I get it. The HFPA? I just don't believe anyone cares.

Chuck Lantz from 2007ac.com, 2017ac.com network, January 19, 2011 at 3:15 a.m.

Gervais was a perfect fit for the Golden Globes. The show has the same look and feel of the early Academy Awards shows, before they were televised. (I'm not nearly old enough to have seen them, but I've seen old film clips). Way back then, it was just a big dinner party, with lots of drinking, and no one appeared to be taking the whole thing too seriously.

Mike Bloxham from Magid, January 19, 2011 at 10:27 a.m.

As you suggest Wayne, staged as they are, the only possible point of difference for the Globes (or any other award show like this) is the presentation - which basically means Gervais this year.

They've done well to stick with someone so edgy and irreverent as it totally sets the event apart from the Oscars as a piece of entertainment. The Oscars has basically become informational (who's nominated / wins, which movies seem worth seeing), whereas the Globes does the same while - currently at least - providing for some belly laughs into the bargain.