What is it about?
For decades, these Academy Awards stood unrivalled as the premier event and acknowledgment in the art of filmmaking. However, recently they have been fraught by various challenges regarding their relevance, diversity, and performance. This study looks at the Oscars' relation with Millennials and their relevancy concerning movie characteristics and social media usage.
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Why is it important?
The Millennial market of adults between 18-36 represents a key audience for motion pictures, as this segment counts 38% of frequent moviegoers and contributes 40% of box office sales. Millennials have the potential to become staunch supporters, co-promoters, and advocates of brands and social causes.
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This page is a summary of: The Oscars: Friends and foes for millennials, Journal of Consumer Behaviour, September 2022, Wiley, DOI: 10.1002/cb.2103.
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