And the envelope goes to Anne Hathaway and James Franco.Hollywood�s younger set will grace the Oscar stage this February as co-hosts of the 83rd annual Academy Awards.
While no doubt an unconventional choice �the duo�s combined age is less than that of last year�s host, Steve Martin� it isn�t altogether surprising as Academy president Tom Sherak looks to improve both the telecast�s ratings and relevance. In order to continue commanding the kind of fees the show has historically charged (Madison Avenue was willing to shell out $1.4 million, on average, for a 30-second spot during the awards show last year, reports Kantar Media), the award show will need to deliver both.
Hiring Franco and Hathaway to emcee the event marks an even bolder strategic shift by the Academy, which has been accused of being out-of-touch with mainstream tastes for years. Last year�s attempts to attract younger, advertiser-friendly viewers included an expansion of the best picture category from 5 to 10 films and presenting duties for Disney stars Miley Cyrus and Zac Efron as well as Twilight�s Kristen Stewart and Taylor Lautner (Alec Baldwin, 52, and Martin, 65, played host).
more: forbes
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