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........

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