Oscar 2024: The Academy managed to increase the ratings of the awards, and these were the reasons

Since the Oscar nominees were announced, the Hollywood Academy has made it clear that it had only one goal for this edition: to win back the audience it had lost over the years. The last few episodes had not had a great impact and fewer and fewer viewers were fascinated by the gala.

Through a great marketing move in which the cast of Barbie AND Bad bunny and they played a central role, they achieved their goal. This year the most prestigious awards ceremony in the world of cinema was seen by 19.5 million viewers in the United States

Another change that could indicate increased spectators is that this year the ceremony started an hour earlier. Last year, 18.8 million people watched the Oscars, so the increase was 4%.

Although the increase does not seem too significant, the 2024 edition of the Oscars was the most watched since 2020. The 2021 award (in times of covid) was the least watched in history with only 10.4 million viewers. Then things got better, with 16.6 million in 2022 and 18 and 19 last year and this year, respectively.

Apparently, the box office phenomenon generated by simultaneous releases Barbie AND Oppenheimer (two of the most nominated films of the evening) once again attracted spectators’ interest in the gala. Or maybe it was just Ryan Gosling on stage with Slash.

The Academy’s strategy

The results can be seen, but nothing was a coincidence. It’s been a long time since the Oscars have been talked about massively on social media, but this year was an exception.

When the nominations came out, users realized that neither Greta Gerwig nor Margot Robbie (director and star of Barbie) fell into their main categories. And the criticism began to pour in.

Despite the controversy (and the defense that Ryan Gosling made in favor of his colleagues) the advertising launched to promote the ceremony took place in the world of cinema Barbieand they also joked about the shortlist controversy.

This continued to heighten the debate and expectations for the Oscars, but they didn’t stop there. A week before the ceremony, they announced that, as in 2009, five past winners would present awards in the acting categories, to once again generate that emotional moment.

And so it was: Jamie Lee Curtis, Jennifer Lawrence and Lupita Nyong’o were among those in charge of presenting the actresses nominated for best actress and best supporting actress. And the same thing happened in the men’s categories. Ke Huy Quan and Brendan Fraser, among others, took to the stage at the Dolby Theatre.

The musical moment of the night

Without a doubt, Ryan Gosling stole the show when he sang I’m just Ken. The song, belonging to the soundtrack of Barbieit was one of the most nominated songs for Best Original Song and was excluded Dance the night, by Dua Lipa.

At first there were doubts about whether the actor The The Earth She was supposed to perform this song, but her presence was confirmed a few days before giving birth. And she definitely did not disappoint.

Wearing a pink Gucci suit, black sunglasses and a cowboy hat, Gosling began his incredible presentation in front of the audience. But the surprises began when he went on stage with the other cast members. Barbie (they all played different Kens) and did some inspired choreography Diamonds are a girl’s best friendby Marilyn Monroe.

As a finishing touch, Slash, the guitarist of Guns’N Roses, appeared to accompany the song with his guitar (something he had already done for the film’s soundtrack).

The video and photos of this incredible moment continue to circulate on social networks today, making the ceremony even more popular. Gosling was very well advised and generated two viral moments. The first, when she came to sing with her castmates. The second, aimed at fans of The The Earthwhen he approached Emma Stone.