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.


Millennials need a combination of key experiential, service, and social characteristics, in the formulation of their marketing communication strategies, as well as for service innovation purposes. Moreover, the significance of variables related to social aspects—such as peer identification, social media influence, eWOM, social responsibility, credibility, and celebrity trust—demonstrates the importance of establishing a social connection and co-participation with Millennial audiences to increase their perceived quality of the Academy Awards and obtain their viewership.

Maria Petrescu
Embry-Riddle Aeronautical University

Read the Original

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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