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Oscars 2012: the cash, the contenders and the winners

Oscars 2012: the cash, the contenders and the winners

Eva Fernandes takes a closer look at the money matters of The Oscars and the winners who stand to benefit from it all.

February 26, 2012 3:52 by

This year, ABC sold all its advertising time slots for the live broadcast of the Oscars weeks ahead of the event. And with ABC raking in an average of $1.7 million per 30 second slot, one can perhaps understand why the Oscars, to those in the advertising realm, is fondly referred to as the ‘Super Bowl for Women.’

And yet, the 84th installment of the annual Academy Awards, will be a cash generator not just in terms of advertising revenue. Production houses of the winning films are likely to enjoy increased box office revenue of $50 million after the Oscars, according to Media Awareness. Of course, the film should still be playing in the cinemas for such a boost—but if not, there is still money to be made in terms of DVD box sets sales.

Another major earner during the event are the stylists, makeup artists and of course, plastic surgeons who dress up the ‘stars’ for the evening. A spokeswoman from a well-known clinic in Hollywood told the Huffington Post of the five unnamed patients who come for some last-minute touches for the Oscars: “A lot of the time we’re touching up the morning of or the day before.” According to the spokesperson, the prices range between $225 to $420 for the whole forehead and smoothing out lines around the nose go for anything around $75 to $150. ”

As far as dresses go, we are talking about a price tag of $5,000 to $15,000 easily—and jewellery costing no less than $750,000. Of course, the total price tag for a celebrity on the red carpet would be obscene if the golden boys and girls of Hollywood actually had to pay for their dress and jewellery for the night—but the night is a great source of exposure and business for fashion designers and brands so these are mostly complimentary to the wearer. This little arrangement could pay off well for the brands in the long run. For instance, Lebanese fashion designer Elie Saabbecame an overnight success when Halle Berry won an Oscar in 2002 dressed in his burgundy gown.

And while it is business as usual at The Oscars this year, the ceremony will be without a well-known fixture due to financial problems. Kodak forfeited its sponsorship of the ceremony after the company filed for bankruptcy last month announcing a $6.7 billion debt. It is a rather unfortunate separation, after all, seven of the films nominated for “Best Picture” this year, were shot on Kodak film. Kipp feels the loss keenly, after all just as ‘And the Oscar goes to…’ is a phrase often associated with the ceremony, so too is ‘And now live at The Kodak Theater.’

We shall wax romantic no longer and present to you which nominees deserve the accolate and which candidate will most likely grab that tiny bald golden man.

Best Picture

The nominees:

‘The Artist’

The Descendants

Extremely Loud and Incredibly Close

The Help


Midnight in Paris


The Tree of Life

War Horse

WINNER: The Artist

Should win—None of the films.

Kipp isn’t convinced any of the nominated films were strong enough contenders. Although, we would be very amused to see if the Academy will opt for an unconventional but rather popular box office hit like Hugo or Midnight in Paris

Will win—The Artist

The Artist has been the favourite ever since it swept a good number of Golden Globes. A good film, Kipp thinks-but not the ‘best’ film of 2011…

Best Actor in a Leading Role

DemiánBichir, ‘A Better Life’

George Clooney, ‘The Descendants’

Jean Dujardin, ‘The Artist’

Gary Oldman, ‘Tinker, Tailor, Soldier, Spy’

Brad Pitt, ‘Moneyball’

WINNER: Jean Dujardin, ‘The Artist

Should win—DemiánBichir, ‘A Better Life’—why? Because it is a damn good performance, that is why.

Will win—George Clooney, ‘The Descendants’

After watching the Academy Awards, year upon year, Kipp has noticed a tendency to reward mainstream long time patrons of Hollywood. Think Sandra Bullock or think Julia Roberts. George Clooney seems to have struck gold with this one, but Kipp wasn’t too impressed. Sure The Descendants was a decent flick, but if we are to be honest, it was classic George Clooney.

Best Actress in a Leading Role

The nominees: Glenn Close, ‘Albert Nobbs’;

Viola Davis, ‘The Help’;

Rooney Mara, ‘The Girl with the Dragon Tattoo’

Meryl Streep, ‘The Iron Lady’

Michelle Williams, ‘My Week with Marilyn’

WINNER: Meryl Streep, ‘The Iron Lady’

Should win: This is probably the toughest one to pick. While the Best Movie and Best Male Actor categories are somewhat lacking in contenders this year, the female performances are anything but. And though this is a tough one, for Kipp the best performance really should go to Glenn Close in Albert Nobbs.

Will win: Viola Davis—The Help.

After all, Davis is the girl all the pundits have penned Davis down as a favourite for the main prize. And though she isn’t our favourite, in the event that she does win, Kipp will be the first to say she deserved it.

Best Actor in a Supporting Role

Kenneth Branagh, ‘My Week with Marilyn’;

Jonah Hill, ‘Moneyball’;

Nick Nolte, ‘Warrior’;

Christopher Plummer, ‘Beginners’;

Max von Sydow, ‘Extremely Loud and Incredibly Close’

WINNER: Christopher Plummer, ‘Beginners’

Should win—Max von Sydow, ‘Extremely Loud and Incredibly Close’

For the longest time Kipp thought the name of this film was ‘Extremely Loud and Incredibly Annoying’ because that is how we walked away feeling. Sure the kid in the movie was brilliantly annoying, but we really liked the stellar performance from Sydow—and that is saying something. After all the character Sydow played had all of one or two lines of speech in the entire movie.

Will win: Christopher Plummer, ‘Beginners’- a quirky performance for a character that pushes all the boundaries. A 75 year old man coming out of the closet and has cancer-well if that doesn’t have Oscar-worthy written all over it, what in the world does?

Actress in a Supporting Role

The nominees:

BéréniceBejo, ‘The Artist’;

Jessica Chastain, ‘The Help’;

Melissa McCarthy, ‘Bridesmaids’;

Janet McTeer, ‘Albert Nobbs’;

Octavia Spencer, ‘The Help’

WINNER: Octavia Spencer, ‘The Help’

Should win—Melissa McCarthy, ‘Bridesmaids’

Again stellar performances by all in this category, but Kipp will say none other than McCarthy really took the movie to the next level from a supporting actress capacity. It is a tough job to impress us, but after remembering McCarthy’s performance the most in a film with 7 leading and fantastically funny ladies, we’d love it very much to see McCarthy walk away with an Oscar.

Will win: Octavia Spencer, ‘The Help’: Excellent performance and Kipp feels The Academy wants to reward the Help for remembering the civil rights movement, albeit a very fluffy and clean version. Kipp thinks if Viola Davis doesn’t win for Best Actress than the award will go to Octavia Spencer.

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