homes of the greatest filmmakers, actors and actresses since 1929. Hollywood’s annual season of selfcongratulation is crucial. Nancy Utley, a former co-chairman of Fox Searchlight, told The New York Times, “For the box office—when there was a fully functioning box office—those award shows were everything. The recognition there became the reason to go see a smaller movie.” Now with streaming services, these smaller films simply aren’t getting seen. A recent study by film research company Quorum found that about 49% of pre-pandemic moviegoers are no longer buying tickets. For 8% of consumers, they may never again. Only the blockbuster spectacles are being seen in theaters. The Batman is the highestgrossing movie of 2022 and the secondhighest grossing movie in the pandemic era behind last year’s Spider-Man: No Way Home. Less people are watching award shows, too. Without a host, musical numbers and a little-seen best picture winner in Nomadland, last year’s Oscars hit an all-time low with 10.4 million viewers. Created in 1929, The Academy Awards drew 55 million viewers at its pinnacle. This year, The Oscars flipped the script and had three hosts—a sign that Hollywood is desperately trying to rebuild its popularity and can’t do it without award shows. Products like trophies and awards are meaningful mementos for the recipient and invaluable tools for businesses and organizations. With these prestigious and classic products, promo pros can help their clients create memorable and effective recognition initiatives. Awa rds & Recogn i t i on To reward the most communicative employees, clients can gift them with the Stagecoach Award. Stagecoaches were once used to transport mail and passengers between towns. Recipients will feel appreciated with this one-of-a-kind glass structure on a black base. Crystal D / PPAI 112326, S6 / www.crystald.com Wow clients with the Celestina Gemstone Award. The stunning Celestina tapers up from its squared base in triumph to present its stunning mounted gemstone. Choose from beautiful shades of ruby, sapphire, emerald, amber and diamond. St Regis Group / PPAI 230188, S6 / www.stregiscrystal.com 44 | MAY 2022 | GROW
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