Oscar lifts ban on movie ads

 

The Academy Awards has often been described as one very long TV commercial for Hollywood. Now Hollywood will be able to squeeze their TV commercials within the TV commercial.

The Academy of Motion Picture Arts and Sciences has lifted its longtime ban on movie commercials during the annual Oscar telecast.  The policy was instituted years ago to make sure that TV viewers at home didn't think that "the fix was in," or that studios knew the results of the award categories in advance.

The academy board of governors Tuesday night approved a new policy that will allow each movie distributor an opportunity to buy one 30-second spot in the show, according to Leslie Unger, academy spokeswoman.  The ads must be for an upcoming release, not a movie in contention for an award, she says.

Unger says the change was not related to the sluggish economy and forecasts for a slowdown in TV advertising sales. A longtime major sponsor, General Motors, earlier this year pulled out of next year's telecast. "This had absolutely nothing to do with the loss of GM," Unger said. "The show has been selling well."

Last year, Walt Disney Co.'s ABC network, which broadcasts the award show, sold 30-second commercial spots in the telecast for $1.8 million. ABC, according to insiders, lobbied the Academy for years to make the change.  The network declines to comment.

   -- Meg James

Photo: Motion Picture Academy President Sid Ganis holds Oscar; credit Stephen Shugerman/Getty Images