10 things the Oscars won’t say

Our backstage pass to Hollywood’s biggest night of the year

1. “Studios are desperate to boost February ticket sales…”

The 85th Academy Awards ceremony will bring downtown Los Angeles to a standstill on Feb. 24, as hundreds of limousines carry some of the most famous — and valuable — faces on the planet to the Dolby Theatre in Hollywood. But the event serves a purpose beyond the usual back-slapping: It helps drive film buffs into cinemas during a traditionally slow time of year, says Phil Contrino, editor at Boxoffice.com, a wesite that tracks movie-ticket sales. According to industry data, the summer months typically account for around 40% of annual ticket sales, and the holiday season makes up a sizable chunk of the remainder. “January and February are typically quiet times,” Contrino says.

That’s partly because big-budget blockbusters hit during the summer when kids are off school, he says. Plus, consumers tend to be short on cash in the New Year, and with an adult movie ticket running $8 to $12, depending on the theater, Contrino says, even the most ardent movie fans can be reluctant to shell out.

What’s more, movie audiences year-round may be shrinking: Admissions last year of 1.27 billion — the lowest level since the mid-1990s — were broadly in line with 2011, but came after a 6% decline in 2010, according to Hollywood.com, which compiles box office data. In other words, all those “For Your Consideration” advertisements splashed throughout the industry papers — directed at the voting members of the Academy of Motion Picture Arts and Sciences — are ultimately aimed at driving more consumers into theaters, says Contrino.