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July 15, 2004 Academy Issues Campaign Regulations for 77th Academy Awards®Beverly Hills, CA — Regulations for studio-based marketing campaigns for the upcoming 77th Academy Awards® season have been approved by the Board of Governors of the Academy of Motion Picture Arts and Sciences with two new rules and changes in three additional rules. The changes represent only moderate additions to the campaign regulations document, said Academy Executive Administrator Ric Robertson, who oversees the program. "The need for fewer changes this year resulted from last year's almost universal compliance with the regulations by movie marketers," Robertson said. One of the new rules will permit the distribution of passes or coupons that allow members to gain free entry to screenings in commercial theaters. Previous guidelines and regulations did not anticipate this kind of activity, Robertson said, "but last year several companies requested permission to do so." Coupon mailings have their principal application in areas away from Los Angeles and New York where the presentation of an Academy card for admission during the Oscar season may be met with a blank stare from a theater cashier. The second new rule prohibits specific and disparaging references to other pictures or individuals competing in a given category in ads, mailings, websites or other forms of campaign communication. The three changes are:
The guidelines were formulated by the Academy's Public Relations Branch Executive Committee, chaired by Past Academy President Richard Kahn. Regulations concerning the promotion of films eligible for the 77th Academy Awards are available at www.oscars.org/regulations # # # |
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