Hollywood Goes Social

Social media was center stage at entertainment award shows.

By on March 1, 2013

An explosion of real-time commentary on Twitter and the rise of second-screen apps mean more fans than ever can take part in the glitz and glamour of the Grammys, Golden Globes and Oscars. And Hollywood has felt their presence.

According to Mashable, 3.6 million tweets were sent during the red carpet pre-show and broadcast of this year’s Golden Globes. Twitter chatter also cleared up any debate over the night’s top three most memorable moments.

Jennifer Lawrence’s win for Best Actress topped the twitterverse generating 19,886 tweets per minute. Next up was Anne Hathaway’s win for Best Supporting Actress with 19,695 tweets per minutes. And, in third was President Clinton’s introduction of the film, “Lincoln” with 18,290 tweets per minute.

Twitter was also a big part of the Grammy’s broadcast, as host LL Cool J reminded viewers to use the show’s official hashtags — #GrammyLive and #TheWorldisListening – while reading tweets live on air. The Los Angeles Times reported there were nearly 300,000 tweets using those hashtags since Jan. 1. 

Award show mobile apps also expanded the viewing experience. This year’s official Grammy app gave viewers a live, backstage view for three days leading up to the show. Users also could stream music using the Grammy Radio feature during broadcast commercial breaks.

Fans downloading the Academy Awards app received a second-screen experience with the Backstage Pass feature offering live streams from 20 cameras placed on the red carpet and backstage during the telecast. App users also could cast virtual ballots for award categories.

This year’s award season was the most social to date and next year’s promises to bring fans even more access to Hollywood’s three biggest nights.