You will be redirected back to your article in seconds

Oscars hitched to trailer

Acad teaser courts youth

HOLLYWOOD — Coming soon: the Oscars. But the annual Academy Awards trailer has a new twist this year.

The Academy of Motion Picture Arts & Sciences annually produces a trailer for the kudocast, to air in theaters and video stores.

In past years, the trailer was put together after the noms were announced, touting nominees for picture, actor and actress. Last year’s accelerated awards, in late February, made the trailer impossible to produce in the one month between the nomination announcements and the ceremony.

“We had to basically reinvent it into much more of a promotional-type trailer,” said Academy special-projects director Randy Haberkamp. “The good news is that it allows us to begin promoting the awards much earlier.”

This year’s trailer follows that format, but it’s shorter. Recognizing that theatrical advertising space is becoming increasingly pricey, the new trailer was halved to 30 seconds.

It splices together ceremony and red-carpet footage from past Oscarcasts and includes clips of Julia Roberts, Sean Penn, Charlize Theron, Catherine Zeta-Jones and this year’s first-time host, Chris Rock.

Over the next six weeks, the promo will play on 20,000 movie screens in the U.S., including AMC Theaters, Loews Cineplex Entertainment, Regal Cinemas, Carmike and Cinemark, and on screens at 5,000 Blockbuster outlets.

In a gesture toward younger TV auds and moviegoers, the trailer is set to the tune of Black Eyed Peas’ Grammy-nominated “Hey Mama.”

“Basically, we are trying to not offend our base of people who are regular Oscar watchers, and yet at the same time we realize that (some of) the people that go to movies are not necessarily that same base,” Haberkamp said.

Trailer was produced by freelance producer Cochise in association with Dig and Media Island. Film stock and processing services were donated by Eastman Kodak and Deluxe Laboratories, respectively.

ABC’s telecast of “The 77th Annual Academy Awards” will air live at 5 p.m. PST Sunday, Feb. 27, from the Kodak Theater in Hollywood.

More Film

  • HKIFFS and Heaven Pictures

    Hong Kong Festival, China's Heaven Pictures Launch 'Back to Basics' Film Project Support

    The Hong Kong International Film Festival Society (HKIFFS) and China’s Heaven Pictures announced that they will award six Asian filmmakers RMB1 million ($145,000) in a joint project to demonstrate how high-quality films can still be made inexpensively. The six films that emerge from the new initiative, titled “Back to Basics (B2B): A Love Supreme,” will [...]

  • Nuri Bilge Ceylan in conversation at

    Shanghai: How Nuri Bilge Ceylan Sees the World so Differently

    At a masterclass on Thursday, Turkish film director Nuri Bilge Ceylan gave the initial impression of being an austere and unwilling participant. Wearing heavy glasses, keeping his coat on, and responding to questions rather than offering a class, his manner suggested that he was difficult. In China as the head of the Shanghai International Film [...]

  • SpiderMan Far From Home

    Hollywood Takes on Italy's Vacation-Heavy Summer Season With Blockbusters

    With upcoming movies such as “Toy Story 4,” “Men in Black: International” and “Fast & Furious Presents: Hobbs & Shaw,” Hollywood studios are finally taking the plunge this year and slotting their blockbusters in Italian cinemas during the summer, a time when residents traditionally hit the beach en masse. For decades, the studios withheld their [...]

  • Easy Money

    Netflix Orders 'Snabba Cash' Series Based on Hit Movie Franchise from SF Studios

    Netflix has ordered a six-part original series based on the hit Swedish crime franchise “Snabba Cash” from SF Studios. Based on Jens Lapidus’s bestselling novels, the series is set in Stockholm’s gritty criminal underground ten years after the events depicted in the “Snabba Cash” (“Easy Money,” pictured) movie trilogy. The society has become even more [...]

  • The Kings Man

    Film News Roundup: Disney Sets 'The King's Man' Spy Comedy for February

    In today’s film news roundup, “The King’s Man” and “A Kid From Coney Island” get release dates, and “Barry” star Anthony Carrigan joins “Bill & Ted Face the Music.” RELEASE DATE Disney has set its Fox spy comedy prequel “The King’s Man” for release on Feb. 14, 2020. Disney made the announcement Wednesday at its [...]

  • Shyrakshy: Guardian of the Light

    Shanghai Film Review: 'Shyrakshy: Guardian of the Light'

    The bombastic English title might sound like it describes some comic book sci-fi epic, but in “Shyrakshy: Guardian of the Light” our hero does not wear a cape but a weathered cap, and the light he guards is not an interstellar death ray but the flickering beam of a battered old movie projector. Prominent Kazakh [...]

More From Our Brands

Access exclusive content