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Golden Globes Help Increase Movie Ticket Sales and Boost TV Ratings

Aug 17, 2007
If you're anything like me, you were sitting on your couch on Monday, January 15th watching the Golden Globe Awards to see which of your favorite stars, movies and television shows would take home awards. (And, to see what everyone was wearing!) This year's show did not disappoint. Newcomer America Ferrara, from the new ABC show Ugly Betty, took home a Best Actress award. Jennifer Hudson, of American Idol fame, won her first Golden Globe for her supporting role in the film Dreamgirls. Some old timers were also honored, such as Meryl Streep for The Devil Wears Prada. For the complete list of this year's Golden Globe winners see: http://www.accessmylibrary.com/coms2/summary_0286-29249626_ITM

One of the side effects of winning a Golden Globe, or just being nominated, can be an increase in ticket sales and theatre exposure, for those respective movies. Films that most folks have not seen, or even seen previews for, end up getting the exposure they need and deserve. People are going to their theatre and watching films they wouldn't have normally seen, had these films not have gained notoriety due to their success at the Golden Globes.

According to Salon.com, The Fox Searchlight film "The Last King of Scotland" is reaping the benefits due to Forest Whitaker winning the Golden Globe for best actor in a drama, for his portrayal of Ugandan dictator Idi Amin. The film expanded its theatre exposure to 495 theatres, and took in an estimated $1.8 million the weekend following the broadcast of the Golden Globes.

"Babel", starring Brad Pitt, won for best drama, and increased its ticket sales by 500% the weekend following the awards. The drama "The Queen", which won 2 awards, also saw a large lift, jumping up to the 9th spot at the box office, an increase of 233 percent! Many of these Golden Globe winning films and actors have received Oscar nominations, and are expected to have repeat performances when the Oscars air on February 25.

Television shows are also seeing an increase in viewers due to their accolades at the Golden Globes. According to Media Week, Ugly Betty, which won the Golden Glove for Best TV comedy, drew its largest audience in over 3 months just three days after its win. Grey's Anatomy, which won for Best Drama, also won its time slot on the Thursday following their win.

That being said, it does not mean Ugly Betty, Grey's Anatomy, or any winning or nominated TV show, will perform that well for the long haul. The networks do a good job of creating buzz for their awarding winning shows, but it does not always work. According to AZNightBuzz.com, an unscientific look at the past 10 years of TV winners at the Golden Globes in the Best Drama, Best Comedy and Best Actor and Actress categories indicates the award almost never delivers a lasting ratings pop. In fact, many TV shows decline in ratings after winning. Last year's Best Drama winner, "Lost," is down 18 percent so far this season.

So, will television's winners have lasting power the remainder of the television season? Will the Golden Globe movie winners have repeat performances at the Oscars in February? We'll just have to tune in and see!

The 64th annual Golden Globe Awards were held on January 15th. The Golden Globe Awards honor the year's top films and TV shows, and are presented by the Hollywood Foreign Press Association.
About the Author
Laura Watkins is a contributing business writer for Goliath. Goliath is one of the Internet's largest collections of business research, news and information.
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