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Library/Moment/Oscars Best Picture mix-up
Grade B24 sourcesHIS-01553

Oscars Best Picture mix-up

Moment · 2017 · Notable

52Editable slideCertificate

The 2017 Oscars Best Picture correction spread as winner-card memes.

Clip · ABC News on YouTube

Noah Wilson

@NoahWilsonLive · Feb 27, 2017

"Well, I don't know what happened. I blame myself for this." - @jimmykimmel 😂 #Oscars

851
Post · @NoahWilsonLive on X
Clip · Vox on YouTube

PwC US

@PwCUS · Feb 28, 2017

643121
Post · @PwCUS on X
Clip · Oscars on YouTube
Clip · Jimmy Kimmel Live on YouTube
89th Academy Awards - Oscars Awards Show
TIME
"Moonlight" wins Best Picture | 89th Oscars (2017)
Oscars on YouTube
'Moonlight' wins best picture after 'La La Land' mistakenly announced
ABC News
Oscars Best Picture Mix-up: Shocked celebrities react to Wrong Announcement
ABC News on YouTube
Post by @PwCUS on X
@PwCUS on X
best picture flub Brian Cullinan
Variety
89th Annual Academy Awards - Show
Reuters via Fortune
Jordan Horowitz at a La La Land screening in 2016, before the Oscars mix-up.
thepaparazzigamer / CC BY 3.0
Sunday's Most-Watched Oscars Moment Wasn't the Best Picture Debacle
TheWrap

Spread Score

How it works
Reach70Contagion35Breadth60Velocity69Longevity1152

Numbers

Seed to peak proxy
same day
Feb 27 ’17 to Feb 27 ’17
Platforms
6
Started on TV
Origin
Seeded
Entertainment

Mechanics

  • Remixable templatePrimary
  • Brand pile-on
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Viewers reacted on Twitter after La La Land was wrongly announced and Moonlight was confirmed. Users edited the winner card, brands joined in and press collected the posts. PwC apologized; the Academy later changed its backstage procedures.

Proxy date; not a directly measured attention peak.

Google searchesFeb ’17MarAprJunAugOctDecMar ’18Peak proxyTVXPressOpen webYouTubeBox office
TVXPressOpen webYouTubeBox office

13 more events on this chart

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Timeline (16)

  1. February 2017

    Faye Dunaway, Warren Beatty and Jordan Horowitz seed · Feb 27 ’17

    Dunaway announced La La Land; Horowitz corrected the winner to Moonlight during the acceptance speeches.[1][2]

    'Moonlight' wins best picture after 'La La Land' mistakenly announced
    Open the first post ↗

  2. @NoahWilsonLive platform jump · Feb 27 ’17

    Noah Wilson quoted Kimmel blaming himself for the mix-up at 05:16:20 UTC.[3]

  3. TIME press · Feb 27 ’17

    TIME collected viewers' confusion and election jokes while users remixed the winner card.[4][5][6][7]

    89th Academy Awards - Oscars Awards Show

  1. peak proxy · Feb 27 ’17

  2. owner response · Feb 27 ’17

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Why it worked

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Origin
Seeded
Sector
Entertainment
Region
US
Reported figure
—
Evidence
Grade B

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