自拍照和“吐槽微博”：社交媒体时代的奥斯卡吸金新道

    谈到如何做到不超出预算，梅龙表示：“你必须认真的区分主次，想清楚应该在哪些方面花钱，以及钱花在哪些方面最有效果。因此，我们确保舞台布景是为颁奖礼量身定制，而且能够再度利用，以确保做到物尽其用。”

    在举办奥斯卡颁奖典礼的杜比剧院外，许多当地企业也受益于收入的涟漪效应，包括热门酒店、餐馆和豪华轿车服务，以及随叫随到的发型师、化妆师和美甲师。他们会帮助客户在离开颁奖礼晚宴前往《名利场》杂志举办的派对途中补妆。

    驻洛杉矶经济学家罗伊•温斯坦研究了2013年奥斯卡颁奖礼对该市的影响，称该庆典给当地经济注入了约2.16亿美元，而且随着该市市中心以及靠近颁奖礼现场的其他潮流地区掀起开发热潮，未来还将带来更多收入。

    温斯坦说：“美轮美奂的新酒店正拔地而起，各种极具现代感的摩天大楼……这些新建的五星级酒店，将刺激奥斯卡、艾美奖、格莱美、金球奖以及人民选择奖等设法扩大自身活动的规模。你懂的，‘你建好酒店，自然就有人来住’。”

    随后，温斯坦也谈到了最重要的一点：社交媒体。

    他说：“社交媒体似乎有助于炒热上述活动，而且在活动举办前后以及举办之时都能发挥作用，这绝对有利于提升上述活动对经济产生的有利影响。”

    而随着“吐槽微博”（hate-tweeting，即一群人聚在一起集体吐槽某人或某事，美国影星安妮•海瑟薇等就深受其害）的兴起，梅龙和扎丹正学着坦然接受社交媒体的有利有弊。毕竟，人们可以实时吐槽嘉宾的各种口误，这也让Twitter上有了更多的段子素材。

    扎丹称奥斯卡为“血腥的运动”，他说道：“而且，你必须明白，如果有人盛赞某节目，其他人可能会说‘我必须得看看这个节目’。如果有人说‘天哪，这简直糟糕透顶，我就没看过这么差劲的节目’，他们也会去看这个节目。”

    扎丹表示：“所以，无论他们是叫好还是吐槽，都会给你带来更多的观众。既然你没法控制他们说什么，那就感谢社交媒体上有如此多的人关注你的节目吧。”（财富中文网）

    译者：Hunter

    审稿：李翔

    “You have to really, really prioritize as to what you want to spend your money on and what you’re going to get the biggest bang for,” said Meron, discussing the tricky dance of staying in-budget. “So we make sure that the sets are designed for the show, we get to repurpose them and make sure that we get maximum usage out of them.”

    Outside the Dolby Theatre, a ripple effect of revenue flows into local businesses, from hot-ticket hotels, restaurants and limo services to hairstylists, make-up artists and manicurists on call for midnight touch-ups as clients depart the Governors Ball en route to the extra-VIP Vanity Fair bash.

    According to LA-based economist Roy Weinstein, whostudied the impact of 2013’s awards on the city, the frenzy infused some $216 million into the economy and stands to drop even more dollars in the future amid a development boom downtown and in other trendy areas close to the action.

    “There are new hotels going up that are going to be beautiful, modern skyscraper hotels … and that additional five-star hotel capacity is going to stimulate events like the Oscars and the Emmys, the Grammys, the Golden Globes, People’s Choice, all of them, to find ways to expand their events,” said Weinstein. “You know, it’s, ‘If you build it, they will come.'”

    Then Weinstein, too, dropped the all-important S-word: Social Media.

    “That seems to be something that can enhance the buzz — both before, during and after these events, which can only be good for the economic impact of these events,” he said.

    And with the rise of hate-tweeting (the phenomenon wherein a hive mind congregates to collectively snark, eviscerating Anne Hathaway and anyone in her path), Meron and Zadan are learning to take the good with the bad. After all, unscripted flubs can unravel in real-time, fueling the Twitter-verse with extra ammo for jokes. (Two words: Adele Dazeem.)

    “You also have to understand that if somebody says something really positive, somebody else might say, ‘Oh I gotta see this and turn on the show.’ If somebody says, ‘Oh my god the most outrageous thing I’ve ever seen, this is really bad,’ they’ll turn on the show,” said Zadan, calling the Oscars a “blood sport.”

    “So no matter what extreme they go to, they’ll bring you a bigger audience,” he said. “And since you have no control over what they say, you just are grateful for the enormity of the Twitter following.”