In a shift from its usual hyper-exclusivity, this year’s Oscars are focusing on accessibility. For the 83rd Academy Awards on February 27, the Academy of Motion Picture Arts and Sciences has unveiled its latest marketing campaign, You’re Invited, which for the first time welcomes the public to get behind the scenes with an all-access coverage live streaming event.
Anne Hathaway and James Franco, the hosts for this year’s show, have put together some catchy promos for the You’re Invited campaign, including a Rocky-esque training montage that features Franco saving Hathaway from a wardrobe malfunction—an apt reference considering the ABC broadcast is the second most-watched TV event after the Super Bowl.
The goal is to make the Academy Awards more inviting for younger audiences. For the first time, Oscar.com will offer a peek behind the scenes with an ambitious live streaming show spanning the red carpet to the control room to the press room where Oscar winners get 45 seconds for additional thank-yous, Mediaworks reports.
Pixar’s Chief Creative Officer John Lasseter, who is also on the Academy’s board, met with Albert Cheng, ABC’s Chief of Digital, and Disney-ABC Television President Anne Sweeney to put together what Cheng describes as “the biggest live-streaming event ever.” The live stream will feature 20 to 30 cameras—red-carpet footage will be available for free ad-supported streaming, while the other more behind-the-scenes cameras will be protected by a $4.99 pay-wall.