Without audience, without press and without stars, the Golden Globes in bad shape

Deprived of the public, and televised and snubbed by the stars, the Golden Globes, whose ceremony is to take place this Sunday, have lost their influence.

No stars, no red carpets and no TV broadcasts: This year’s Golden Globe winners will be announced on Sunday in a largely scaled-down ceremony. So the question arises: do these awards still carry weight?

Hollywood studios usually use the Golden Globes and their glitter as a marketing tool to promote their films and series, but this year they are publicly boycotting them.

“Right now, Hollywood, for the most part, is not paying attention to the Golden Globes,” said Marc Malkin, culture and events editor at trade publication Variety.

And “if Hollywood snubs these awards, how important can they really be? Not huge, I think,” he told AFP.

Boycott

The boycott is the result of years of contested practices by the Hollywood Foreign Press Association, whose members vote at the Golden Globes.

The group, made up of around 100 people linked to foreign publications, has long been privately accused in Hollywood circles of a range of failings, ranging from corruption to racism.

But the power of the Golden Globes – only the Oscars are more influential – also meant that any criticism of the group remained cautious. Until the Los Angeles Times shows that the association had no black people among its members, opening the floodgates of blame last year.

No celebrity

The NBC channel, which owns the rights to the ceremony, decided this year to drop the television broadcast.

The 79th Golden Globes, which are due to start at 6:00 p.m. Sunday (02:00 GMT Monday), will therefore be held without an audience, without the press and without stars.

Officially, the organizers invoked the pandemic.

But, according to Mr Malkin, “the Hollywood Foreign Press Association has been trying to bring in celebrities to announce the winners of this year’s Golden Globes.” “And no celebrity – none – said yes.”

We are therefore far from the role of “favorite Hollywood evening” that the Globes usually play, the first major event of the cinema awards season.

“A golden statuette is a golden statuette”

Films that win Golden Globes, or garner nominations, usually see their sales increase.

This year, Belfast by Kenneth Branagh and The Power of the Dog by Jane Campion lead the nominations (seven each).

But none of the movies’ social media accounts or their trailers have mentioned it.

Of course, Hollywood loves redemption stories, and few would dare to rule out a Golden Globes comeback altogether.

“A golden statuette is a golden statuette. And for decades, it has been a barometer of success,” says Richard Licata, television communication expert and boss of Licata & Co.

“For me, the Globes have always mattered to anyone who campaigned for an Oscar or an Emmy,” the television awards, he adds.

“She will forgive”

Since last year’s scandal, the association has rushed to launch reforms, in particular to diversify its membership.

She also banned them from accepting luxury gifts or hotel stays from studios courting them for their votes.

If today the studios shun the association in public, sources told AFP that members had discreetly received links or DVDs and had been invited to screenings, sometimes at the request of leading stars.

“This is an industry that has often forgiven in the past. It will tear something down and then after a while it will forgive,” Licata said.

“So yeah, I think the Globes will be back.”

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Without audience, without press and without stars, the Golden Globes in bad shape