Hall of Shame #12: Envelope Kills Oscar Moment

Did anybody else see how much the presenters at the 83rd Annual Academy Awards were struggling to open the envelopes with the Oscar winners’ names last night?  It wasn’t nerves and shaky fingers.  It was a poor choice of envelope.  This made it tricky for presenters to extract the greatly anticipated card  (and get those cards in there to begin with).

There’s Nicole Kidman’s awkward “I can’t get it out” moment before announcing the winner of Best Original Score, while Hugh Jackman giggled alongside her.

Or Amy Adams‘s grimace and her “Oh, wow?!” to Jake Gyllenhaal as she struggled to pull the card out of the envelope and announce “Strangers No More” as an Oscar winner.

Click here to see Steven Spielberg — no stranger to the Oscar stage — struggle to get the card out of his envelope. At least he was smooth enough not to fill dead air time with a disparaging envelope remark.  Helen Mirren compensated by pinching the bottom of the envelope while pulling the card out; Reese Witherspoon held the envelope upside down and let gravity help her get the card.   (She must have practiced that in advance.)

The Great Envelope Blooper created pauses in the show’s programming far less endearing than the witty “You know…” tangents made by octogenarian Kirk Douglas as he presented the Best Supporting Actress award. (And he tossed the envelope to the ground by the way.)

The show’s producers obviously don’t know much about selecting a well-fitted envelope.  You start with the contents – the card itself – and determine its length, width, and thickness.  Thickness is always the wild card because, if you don’t choose an envelope construction that can conform to varying thicknesses, it can jam up the entire envelope as you saw last night at the Oscars.  This damages the card and the envelope.

But the dresses were nice…

Sari McConnell at smcconnell@conformer.com

About Sari McConnell

Sari oversees strategic partnership opportunities and heads up Conformer’s San Francisco office. Sari was formerly the managing director of a venture-backed music and multimedia agency in San Francisco and New York. She began her career in brand management at Hallmark Cards, Clorox, and LeapFrog. Sari is an appointed member of the Bay Area Regional Council of Northwestern University and is an active volunteer at her children’s schools. She received her MBA from the Kellogg School of Management and her B.A. from Northwestern University as well.
This entry was posted in Conformer News, Hall of Shame and tagged , , , , , , , , , . Bookmark the permalink.

One Response to Hall of Shame #12: Envelope Kills Oscar Moment

Leave a Reply

Your email address will not be published. Required fields are marked *