CinemaTech pointed this out last year, and again today — the Academy’s attitude towards YouTube is pretty messed up. And I think they’re blowing a terrific opportunity here. Like the Royal Family, the Academy of Motion Picture Arts and Sciences has exactly the kind of content that works on YouTube. They should have the key clips up immediately, just like SuperBowl commercials. But they don’t have any clips from last night up and there’s way less stuff from other people than you’d think — suggesting that they are being pulled soon after they go up.
And why is it that people who want to hang on so tightly to this content are usually so bad at doing anything interesting with it themselves? What I was going to write was that Oscar should have his own YouTube channel – but as it turns out, he does. So now what I’m going to write is that Oscar should have a good YouTube channel.
This is just a weird hodgepodge of clips — some are cool moments someone might actually want to revisit, but most are … not. Like – why do they have Sidney Poitier accepting his honorary Oscar, but not his real one? Seriously, which award is more meaningful? Why do they have nothing about the glitz and glamour – nothing even suggesting that there is a red carpet?
With the video resources AMPAS has – resources no one else has – they could really build a fascinating channel connecting the show and the history of movies and Hollywood and celebrity, but instead it really looks like they just grabbed a handful of stuff that was readily available. Maybe it’s just me just me but it looks like the Academy has something to learn about “show don’t tell” — almost half of these videos are talking heads telling us why the Oscars are important. I honestly think watching the great big movie stars and all those other creative people at the Oscars over the years would tell that story better for me.
It’s insane — if AMPAS understood what YouTube can do in terms of raising interest and awareness and buzz they could be using their archives to build a lot of interest, but with this they’re just reinforcing the idea that they’re (the awards and the organization) increasingly out of touch.
ETA — I’m thinking about what Caleb was talking about last week – when people get information they don’t stop asking questions – instead they get new questions. A kick-ass Oscar channel on YouTube doesn’t mean people will stop being interested in the Oscars – it’ll generate new reasons why they’re interested.
But – to be fair, my favorite moment of last night is up there and has stayed up long enough to get 142,222 views.
ETA — It’s gone now. I don’t know when it went away, but the IP police have had their say.