The Academy’s Missed Opportunity—Where Are the Superfans?
I love the Oscars. Always have.
Since I was a kid, sitting cross-legged in front of the TV, imagining myself on that red carpet. I still watch them like I'm 12 years old, eyes wide, heart thumping. Even in the bad years. I love the lore, the glitz, the glamour. I love the craft it celebrates. Becoming a member of the Academy was a true honor for me—a full-circle moment if there ever was one. I loved Conan’s monologue this year. I teared up a bit when Kieran Culkin thanked his wife. And couldn’t get enough of the swagger and charm of the 81 year old Mick Jagger.
People love to say the Oscars are irrelevant. I say they’re irrelevant to you. But there's a community out there—19.7 million viewers this year (the highest figure in five years).
But still… that’s not a small pond. That’s an ocean. A big, sloshing, star-studded ocean. And when you add the people who consumed Oscar content on social media, that ocean gets even bigger.
And yet, all I hear is what the Academy is doing wrong. We need an award for stunts! Genre films! Maybe don't show all 23 awards! No musical numbers! Shorter speeches! No speeches! More social media-friendly!
And sure, maybe I agree with some of that.
But here’s what the Academy is really missing: Serving its superfans.
The music industry has been laser-focused on this for years, and they’re only doubling down. They’ve got superfans on a drip of exclusive content, merch drops, behind-the-scenes peeks, and access. It’s all about nurturing the people who care the most—the ones who show up, year after year, who know the craft services menu on set before the actors do.
I’m always looking for those communities that spring up organically—not because a creator built them, but because the love of the content itself is the glue. Those are white spaces, wide open for anyone smart enough to build a bridge.
The Academy community is full of superfans.
What’s an Academy Superfan? It’s not just someone who knows Oscar trivia—they love the artistry, the fanfare, the magic of movies. They see films as a love letter to storytelling, celebrating the Oscars not just for the glitz but for honoring creativity and talent.
Great communities are built on shared love, deep conversations, and that electric connection over what they adore. When you tap into that, you don’t just have an audience—you have an ecosystem, a living, breathing community bound by the stories they love. That’s the real opportunity for the Academy.
The Academy could capture its superfans. And not just for the money—though there’s money to be made. It’s about being in dialogue with its biggest customers, the people who care the most, the ones who would kill for an Oscar pool win like it was a personal victory.
For Academy members, it’s already pretty great. Screenings, online content, live events, and, of course, that golden ticket: the vote. But what about an audience-facing walled garden for the superfan?
Here’s how the Academy could bring the superfan into the fold and put it all behind a paywall:
Exclusive Content: Go beyond the highlight reels with behind-the-scenes videos, in-depth interviews with past winners, and documentaries that dive into the making of nominated films.
Fan-Focused Podcasts: Create year-round audio content that unpacks everything from Oscar history to current contenders, offering fans a voice and a platform for their insights.
Live Events: Bring the Oscars to life with concerts celebrating the music of the movies, traveling installations, and pop-up experiences that meet the community where it lives.
Virtual Access: Offer live streams of non-televised events, a backstage cam during the Oscars, and an alternate broadcast tailored for the super-nerds who want every detail.
Interactive Experiences: Launch a fantasy Oscar league, prediction games, and opportunities for superfans to win experiences like set visits or screenings.
Merchandise Drops: Keep the excitement going all year with limited-edition memorabilia, from replica statues to scripts and iconic set pieces.
Community Engagement: Build a dedicated app or online community where superfans can connect, vote on honorary awards, and influence new fan-focused categories.
Educational Opportunities: Host masterclasses with winners, workshops on filmmaking, and content that breaks down the artistry of nominated films. It’s about deepening the appreciation of film as a craft.
The Ultimate Superfan Experience: Every year, select one superfan to attend the Oscars. Roll out the red carpet—literally. Hand them a mic and let them interview the stars, sharing their raw, genuine excitement with the world. This isn’t just a prize; it’s a bridge between Hollywood and the audience, a way to make the night feel personal and alive.
These are the obvious ideas. With a deeper dive, I’m sure we could uncover even more creative ways to engage this passionate community. But the point is, it’s a huge community. And a paywall could easily be wrapped around it—all without tarnishing the brand.
Are We Measuring the Wrong Thing?
Maybe we’ve been looking at the wrong metrics. Instead of obsessing over the ratings of the Oscars broadcast, maybe we should be measuring the passion of the core audience.
What if the real opportunity isn't just about a single night of high ratings but about cultivating a vibrant, engaged community all year long?
Imagine shifting the focus away from just celebrating filmmakers and instead investing in the community that keeps those filmmakers working. The movies, the awards ceremony, the red carpet—all of it could be part of a larger strategy to nurture this community through live events, podcasts, merch, and more. Instead of treating the Oscars as the culmination, we’d use it as a launchpad to deepen the connection with the fans who truly make this industry thrive.
The Oscars are a conversation, but right now, it's mostly one-way. Imagine if the superfans had a voice. Not only would the Academy create new revenue streams, but it would also cultivate a passionate and engaged community that keeps the magic of movies alive.
Empower them, celebrate them, and you’ll have the best ambassadors Hollywood could ask for—authentic, enthusiastic voices spreading the love of cinema far and wide.
I think o have also been a fan since I can remember, at the beginning the awards, the films, then my craft of making haute couture made it even more special. This event marks the films I will watch at the cinema theatre in the next month. Cinema is such a wonderful experience.