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that's entertainment

Oscar is the Word: Academy Awards Officially Rebrand Show for 2013

Posted by Sheila Shayon on February 20, 2013 06:01 PM

This year, the 85th Academy Awards takes on a new name with a younger tone, "The Oscars."

"We're rebranding it," Oscars co-producer Neil Meron told The Wrap. "We're not calling it 'the 85th annual Academy Awards,' which keeps it mired somewhat in a musty way. It's called 'The Oscars.'"

Still pursuing a younger demographic despite the failure of James Franco and Anne Hathaway as co-hosts in 2011, the Academy of Motion Picture Arts and Sciences publicist Teni Melidonian said, "It is right for this show, but we could easily go back to using 'Academy Awards' next year."

"It'll be like the Grammys,” Meron added. “The Grammys don't get a number, and neither will the Oscars." The awards show hit a ratings high of 55 million in 1998, the year of Titanic, but have been on a decline ever since.Continue reading...

brand news

In the News: Yahoo, Amazon, Weight Watchers, Target & more

Posted by Shirley Brady on September 8, 2011 08:45 AM

In the News

Yahoo's former CEO Carol Bartz reportedly receives $10M severance package as issues that led to her firing emerge.

Weight Watchers outperforms rivals (and medically supervised diets) in new study.

Target takes New York Fashion Week by storm with 25-foot doll to promote Missoni collaboration.

Amazon cuts deal on California taxes, plans to bring click and collect service to UK.

AOL severs ties with TechCrunch founder Michael Arrington.

Apple cries foul on Chinese logo (when it should be LG); gets nod for clean, green store design; and may need a third campus in Cupertino by 2015.Continue reading...

brand bites

Brand Bites For Your Consideration Edition

Posted by Abe Sauer on February 25, 2011 12:00 PM

• Anne may Hathaway with acting, but could the agent who told the Oscars co-host the above skit is funny please take it back before Sunday?

• Viral experiment of the week? @wkwardprice lets "advertisers catch the attention of the public by paying crazy money for common and worthless items sold on Ebay." Uh, no thanks.Continue reading...

red carpet

Brands Look to Engage Social Networkers at the Oscars

Posted by Sheila Shayon on February 23, 2011 06:00 PM

In keeping with James Franco and Anne Hathaway's winking debut on Sunday night as the younger, hipper hosts of the 83rd Annual Academy Awards, brands that will be advertising during Sunday night's Super Bowl of cinema will also reach out to younger, digitally savvy audiences.

The biggest tactic, of course: incorporating social media into their campaigns. It makes sense: in terms of ratings, reach, buzz and impact, including watercooler chatter the morning after, the Oscars is still one of the biggest TV and cultural events of the year. And many of those viewers will be plugged-in while watching — even more so than during the Super Bowl.Continue reading...

that's entertainment

The Oscars' First Tagline: You're Invited

Posted by Shirley Brady on February 3, 2011 03:00 PM

The Oscars has a new tagline: "You're invited."

According to Ad Age, the marketing slogan — now being used in all messaging, including promos featuring cohosts James Franco and Anne Hathaway — was finalized last summer by the Academy of Motion Picture Arts & Sciences, Disney's ABC network, the producers of the Feb. 27 broadcast, and agency executives.

In addition to tuning into the TV telecast, viewers can create a MyOscars page on the official AMPAS website, or find out if Colin Firth* wins Best Actor via a mobile app

*Don't miss The Atlantic's piece on whether The King's Speech tweaking of British history and The Social Network's inaccuracies may throw a spanner in their Oscar hopes. Doubtful; as Aaron Sorkin has commented, Hollywood (and moviegoers) prefer a good story over the truth.

After the jump — the cutest Oscars marketing stunt ever.Continue reading...

social media

Social Media Watch: Black Friday vs. Cyber Monday, Nokia, MySpace and more

Posted by Shirley Brady on November 29, 2010 03:00 PM

Nokia designers post YouTube videos answering users' questions (about new devices and mobile phone design in general) tweeted with a #nokiadesign hashtag.

Which brands got the most check-ins on Black Friday? Target, Wal-Mart, Best Buy, Toys R Us and Apple. Target puchased the #blackfriday hashtag on Twitter and duly became the #1 store for Foursquare check-ins, which accounted for 25% of all check-in activity on Friday. Verizon, meanwhile, is paying for the #cybermonday hashtag on Twitter today.

NASA, the White House and PETA top a new ranking of social media savvy by public brands.Continue reading...


Brandcameo: Love and Other Product-Placed Drugs

Posted by Abe Sauer on November 22, 2010 07:00 PM

This weekend will see the release of a film that looks, on the surface, like a run-of-the-mill romantic comedy. Yet, from a product placement perspective (our favorite lenses at the movies), Love and Other Drugs is easily one of the most interesting films of the year — not only because it revolves around a single brand, but because it demonstrates how so many folks completely misunderstand how products and movies interact.Continue reading...

strike up the brand

Royal Wedding Boosts Brands, British Economy

Posted by Jennifer Sokolowski on November 22, 2010 11:09 AM

It’s certainly nothing new to think of people—and even celebrity couples—as brands these days. But the engagement/wedding of Britain’s Prince William and his fiancé Kate Middleton is becoming a brand that is celebrity couple and event all rolled into one big fairy-tale package — and it’s expected to help out the lackluster British economy.

As soon as the engagement was announced last week, the race was on to produce goods like copies of the royal blue Issa wrap-dress Middleton wore when the engagement was announced and the ring given to her by Prince William (which formerly belonged to his mother, Princess Diana).

Both have already been lampooned, with Anne Hathaway wearing reproductions of the ring and dress on Saturday Night Live this past weekend.Continue reading...

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