After theaters worldwide were closed due to the global pandemic, the Oscars sought to create an interactive experience where guests of the 93rd Oscars (2021) could remind viewers of the emotions, memories and etiquette of going to the movies.
The Oscars created a Movie Palace video activation for the 93rd Oscars at the iconic Union Station in Los Angeles. To capture the feeling of returning to theaters, attendees were prompted to show us what they love, what they miss, or any pet peeves they have about going to the movies. A movie theater “usher” was also on hand to enhance the experience. The activation was available for the duration of the red carpet, main show and post-show. Some guests participated before their Oscar win, some after, and one group took part before and after. Individual videos were released the same night, while a compilation of all participants premiered later that week.
Many Oscar nominees and winners particpated and their videos were released on the Academy Instagram and TikTok channels receiving multimillion organic impressions and engagements throughout the 93rd Oscars (2021).