RED-carpet treatment?
Not so much at this year’s Oscars.
The academy is trying to roll up the famous rug for Sunday night’s star-studded event in an effort to increase viewership.
Because last year’s viewing numbers dropped to an all-time low of 32 million (down 20 percent from 2007), organizers hope that by downscaling the carpet sequence and asking some celebrity presenters to skip the grand entrance, more people will watch the actual award ceremony.
“There is a hope that some of the people who present will be a surprise,” Leslie Unger, Academy of Motion Picture Arts and Sciences spokeswoman, said in a statement. While “the nominees will all walk the red carpet,” she added that “some presenters will not.”
Monday’s ratings report will tell how effective the surprise strategy is, but right now stylists and designers aren’t happy. After all, it’s on the carpet that the stars are asked the invaluable question: “Who are you wearing?”
“The red carpet is the kind of publicity for designers that’s priceless. It’s the best way for us to build our brand, and this decision is an extreme loss in terms of fashion exposure,” says designer Kevan Hall, who dressed Ruby Dee last year and will dress more attendees this year. “Arrivals are a part of the award show, and it would be a shame to lose that,” he says.
Cate Adair, “The Desperate Housewives” stylist who is also dressing Oscar attendees, feels similarly cheated. “The carpet really helps the fashion industry. Just look at how many designers and stylists went from working in the apartment to making a great living because they were worn and announced by celebrities.”
Besides, they’re not the only ones benefiting from the preshow parade. “Celebrities need the red carpet just as much as the rest of us – carpet fashion can propel an actress’ career,” says Hall.