2.5 Billion: The New Target for the Oscars' Global Reach

The Academy is targeting a global audience of 2.5 billion people for its upcoming 2029 ceremony, a figure CEO Bill Kramer cited while addressing members and filmmakers in Japan. This projection accompanies the shift of the broadcast to YouTube, a platform Kramer noted allows viewers to watch the event in over 30 languages simultaneously. The move aims to balance the show’s existing non-U.S. viewership, which is already roughly equal to its American audience, with new international engagement.

Academy President Lynette Howell Taylor addressed the growing influence of artificial intelligence in filmmaking during the visit. She stated that while AI has been integrated into post-production workflows for a decade, the institution will continue to award human-driven excellence. Taylor highlighted concerns regarding copyright and transparency, emphasizing that humans must remain at the center of the creative process. The leadership team, which also included Meredith Shea and Amy Homma, used the trip to the Tokyo International Film Festival to meet with local stakeholders.

The Academy is actively refining eligibility rules for the International Feature category. Under new regulations introduced for the 99th Oscars, a film can qualify by winning the top prize at one of six major festivals, including Berlin, Busan, Cannes, Sundance, Toronto, and Venice. Shea explained that the International Feature Executive Committee will review these rules annually to ensure they align with industry standards. This process follows a close call involving Andrey Zvyagintsev’s film 'Minotaur,' which won the Grand Prix at Cannes but not the Palme d'Or, before France submitted it officially.

Kramer noted that these changes, along with a rule allowing refugee filmmakers to represent their asylum-seeking country, are designed to broaden the scope of eligible films. He described the initiative as part of a wider globalization effort, citing that 25% of the Academy's membership is now non-U.S. based. The organization has previously traveled to Rio, Marrakesh, and Morelia, with team members also attending the Busan festival. These visits serve to connect with emerging filmmakers and expand the Academy's talent development programs.

Smaller film industries in South and Southeast Asia face financial hurdles in conducting awards campaigns. Howell Taylor acknowledged that while talent is universal, accessibility varies. The Academy aims to level the playing field through its streaming service for members and by encouraging voters to watch all submitted films. Kramer added that the London office coordinates many of these non-U.S. initiatives, and the Academy maintains over 200 partnerships with writing labs and film schools worldwide.

Planning for the 2029 ceremony has already begun, with leaders considering potential shifts in start times to suit global viewers. Kramer indicated that the Academy will continue traveling to meet members where they live and work. The centennial of the Academy is approaching, prompting a period of reflection on the industry's evolution over the past century. Howell Taylor stated that the organization will create content over the next 18 months to mark this milestone.

At the Academy Museum, Homma emphasized the importance of film preservation, particularly in Asia. The museum, which opened in 2021, screens approximately 600 repertory films annually. She noted that the institution is expanding its focus to include more Asian and Asian American film histories. Homma urged the archival community to collaborate on preservation efforts to prevent films from being lost or left unrestored, aiming to build a larger audience for restored works.