The Academy Announces Major Global Campaign Tied to the Oscars’ 100th Anniversary
Marcus Jones
Though the centennial Oscars is not until 2028, the Academy of Motion Picture Arts and Sciences is already planning for its next 100 years.
On Friday, May 10 during an in-person press conference hosted by Cinecittà in Rome, Italy, the organization launched Academy100, described as a $500 million global revenue diversification and outreach campaign designed to expand the Academy’s worldwide scope, ensure its success for decades to come, and connect audiences through their shared love of cinema.
Funded in part by Rolex, the Academy100 campaign plans to endow and fund programs that recognize excellence in cinematic artistry and innovation, preserve film history, enable the creation of world-class film exhibitions, screenings, and publications, train and educate the next generation of diverse global film artists, and produce powerful digital content.
“The future of the Academy is global, and Academy100 will deepen our worldwide reach and impact,” said Academy CEO Bill Kramer via statement. “The Academy will soon enter its second century, and we want to ensure that we continue to be the preeminent leader of our international film community. Like all healthy organizations, the Academy needs a sustainable and diverse base of support, and we are deeply grateful to Rolex and all of our partners for helping us launch this important and forward-looking initiative.”
More than $100 million has been committed to the campaign hoping to perpetuate cinematic excellence and link generations of filmmakers, students, and arts patrons like Rolex, which has had a long-standing relationship with the Academy.
“Rolex is a proud partner of the Academy, putting its full support behind its important endeavors including Academy100,” said Arnaud Boetsch, Director of Communication & Image at Rolex, as part of the initiative’s announcement. “As a global company with a long history, we understand the importance of communicating across countries, cultures and generations. Building networks across the world, the Academy will be able to inspire filmmakers globally to always reach further to attain excellence.”
Through the Academy100 campaign, the Academy will host convenings, community gatherings, special events, and educational programs with Academy members and the broader film and arts communities in locations around the world. As the Academy and the film industry become noticeably more global, this expanded international outreach will help develop a pool of new filmmakers and Academy members and support the worldwide filmmaking community. Locations include Buenos Aires, Cannes, Johannesburg, Kyoto, Lagos, London, Los Angeles, Marrakesh, Melbourne, Mexico City, Mumbai, New York, Rome, San Francisco, Seoul, Toronto, Toruń, Venice, and more.
Beginning in 2027, in honor of the 100th Oscars in 2028, the Academy Museum will also present a series of special exhibitions, film programs, and publications connected to the history of the Academy and the Academy Awards. For more details on the campaign, visit Academy100.org.
