The Surprising Strategy Behind the Oscars’ Big Comeback

With changing demographics and shifting culture, the Academy faced an identity crisis. CEO Bill Kramer’s plan is quickly turning that around.

BY MARK MILLER, CHIEF STRATEGY OFFICER, TEAM ONE/FOUNDER, THE LEGACY LAB @MARKMILLERLA

Conan O’Brien and Bill Kramer. Photos: Courtesy the Academy of Motion Picture Arts and Sciences

Roll out the red carpet. Strike up the orchestra. Bring on the host, Conan O’Brien. After 12 months of planning, this weekend, the Academy of Motion Picture Arts and Sciences brings us the 98th edition of Hollywood’s biggest night: The Academy Awards. 

In the past, anyone who grew up a fan of the movies revered watching the telecast. But about a decade ago, things started to change. Interest in watching the Oscars, as the awards have been nicknamed, had started to wane for the next generation. Why? For reasons such as a change in viewing habits away from linear TV to streaming services, an observable lack of representation across the nominees, and questions about whether popular films enjoyed by viewers were getting fairly recognized by Academy members. To some, it seemed like the awards brand was becoming so traditional as to be less relevant for the times.

Enter Academy CEO Bill Kramer. Kramer was one of those fans who grew up loving the movies. He turned his passion into his profession. He began working for the Academy in 2011 as the fundraiser for the Academy Museum. Next, he was promoted to oversee the design and construction of the Museum. In 2019 he was promoted to Director and President of the museum and in 2022, he was given the top job as CEO of the entire Academy. Kramer and his team were tasked with blowing the dust off the awards without blowing it up. Four years into his new role, he is already succeeding.

Recently, I had the chance to interview Kramer about his team’s approach to making history a constant pursuit by staying focused on “the legacy the Academy creates each day.” We discussed the Academy’s upcoming move from traditional TV to YouTube, expanding global membership and voter composition, and embracing contemporary change without losing its long-term mission.

How Canva Became the Power Player in the AI Design Wars

What are the origins of the Academy Awards, and how has it evolved over nearly a century?

Prior to being CEO, I was the Director and President of the Academy Museum, so I like a good historical story. With that said, to fully appreciate the history of the awards, you should know that the Academy of Motion Picture Arts and Sciences was founded in 1927 by industry luminaries—Louis B. Mayer, Mary Pickford, Douglas Fairbanks, Cecil B. DeMille and others—to elevate and celebrate the work of filmmakers. In turn, the first Academy Awards were held in 1929 to support that goal: as the ultimate way to celebrate the work of film artists.

Over time, some things changed. The inaugural ceremony took place at the iconic Hollywood Roosevelt Hotel. Today, the awards take place at the famous Dolby Theatre, formerly known as the Kodak Theatre, almost exclusively since 2002. Initially, there were 12 categories of films that were honored, which is half the number of categories that will be recognized in this year’s awards program. Instead of celebrating by having an intimate dinner that only people in Hollywood are privy to, as was done in the beginning, now the awards show reaches a global audience—now it is broadcast to and shared with the entire world. While some things changed, the desire to celebrate excellence in filmmaking has remained.

In 2028, the Academy Awards will achieve a major milestone. It will reach the 100-year mark. Just like I have a regard for the history that was, I’m also excited by the story that is ahead of us: for the legacy the Academy creates each day. 

© Inc.com