????如果問起哪部電影獲得了去年的奧斯卡最佳影片獎？不見得每個人都能脫口而出。（正確答案是：《為奴十二年》）但即便是最嚴重的“奧斯卡失憶癥”患者，也能回想起頒獎典禮主持人艾倫抓拍下的那張在Twitter上大火的自拍照，那是一個歷史性的時刻。

????艾倫拉上安吉麗娜?朱莉、布拉德?皮特、朱莉婭?羅伯茨、梅麗爾?斯特里普以及詹妮弗?勞倫斯等大牌明星，拍了一張超級搶眼的合照，這一無心之舉把老派的奧斯卡頒獎典禮一把推進了數字時代的深水區，它在Twitter上獲得了340萬次轉發，并給上屆奧斯卡頒獎禮帶來了近14年以來的最佳收視業績，觀眾總數達到了4500萬。

????與克雷格?扎丹同為奧斯卡頒獎典禮制片人的尼爾?梅龍表示：“我們打破了[收視]紀錄，我們也玩壞了Twitter。那一晚，我們沐浴在奧斯卡眾神的光芒中。”

????突然間，社交媒體成了“奧斯卡經濟”中的重磅環節，既是頒獎禮吸引眼球的途徑，又是相關利益方——從播放該典禮的美國廣播公司（ABC），到各家廣告商，再到希望通過增加曝光度獲得更大、更好的演出機會（以及更高薪水）的當紅新星——創收的一種方式。

????艾倫那張自拍照是用三星智能手機拍攝的。據陽獅廣告公司事后估算，這張照片為三星公司帶來了8-10億美元收入，這證明，假如你有產品需要兜售，社交網站分享+名人+電視直播是產品大賣的不二法門。

????以上三個要素，也是獲得超高收視率的法寶。

????談到今年2月22日的奧斯卡頒獎禮直播，梅龍表示：“我們正主動與所有社交媒體平臺接觸，因為去年在此方面獲得了巨大成功，我們希望利用今年能更上一層樓。”梅龍戲稱，正在與Twitter、Facebook、Instagram等社交媒體巨頭進行“集體約會”。

????梅龍與扎丹這對黃金搭檔，也是最近NBC翻拍《音樂之聲》和《小飛俠》等音樂劇以及一系列電影和百老匯熱門劇的操盤手。今年是他們第三年操刀奧斯卡頒獎典禮，他們將再次為觀眾獻上一場有大牌歌手助興的活力盛宴（2013年，他們邀請到了芭芭拉?史翠珊，2012年，請到的是U2樂隊），還會有不少觀眾尚未看過（或者看不到）的小影片入圍。

????扎丹稱：“很多人知道自己一分錢也拿不到，還是會來參加奧斯卡頒獎禮。主持人的報酬十分微薄，表演者也拿不到幾毛錢，頒獎嘉賓更是分文不取。沒人能拿到多少錢，但大家還是會來參加，因為我們想要成為奧斯卡頒獎典禮的一部分。”

????按照演員工會的薪酬守則，2015年奧斯卡頒獎禮主持人尼爾?帕特里克?哈里斯應獲得超過1.5萬美元的報酬，而史翠珊這樣的頂級歌手每演唱一首非提名歌曲，至少要收取2400美元的報酬。（至于說深情演唱一首提名歌曲？起步價3,500美元。）

????財務記錄顯示，2013年，非營利機構美國電影藝術與科學學院通過舉辦奧斯卡頒獎典禮，獲得了9380萬美元的收入，同比增長400萬美元。其中大部分收入來自ABC的母公司迪士尼，根據雙方簽訂的合同，迪士尼每年向美國電影藝術與科學學院支付7500萬美元，以獲得奧斯卡頒獎典禮的轉播權，該合同將于2020年到期。

????2013年，奧斯卡頒獎禮的相關花費將近4000萬美元，包括雇用數千名員工、建造舞臺布景、籌劃萬眾矚目的演出、鋪設長長的紅地毯。入圍者身穿昂貴定制禮服、戴著借來的價值百萬珠寶走過紅毯。美國電影藝術與科學學院還為耗資180萬美元的年度奧斯卡頒獎禮晚宴買單。這場星光熠熠的會后晚宴，由名廚沃爾夫岡?帕克操刀，嘉賓們可以暢飲香檳，盡享魚子醬比薩和松露等美食。

????（截至本文發稿時，美國電影藝術與科學學院2014年的財務數據尚未出爐。）

????Not everyone remembers which film won Best Picture at last year’s Academy Awards (Answer: 12 Years a Slave). But even the most acute Oscar amnesiac will recall the defining moment when host Ellen DeGeneres snapped the Twitter selfie seen ’round the world.

????In a fresh burst of spontaneity, DeGeneres pushed the old-school ceremony into the digital-era deep end, wrangling the likes of Angelina Jolie, Brad Pitt, Julia Roberts, Meryl Streep and Jennifer Lawrence to participate in a splashy group photo that gained 3.4 million retweets and helped bring the show its best numbers in 14 years with 45 million viewers.

????“We broke records and we broke Twitter,” said Neil Meron, who produces the big event alongside Craig Zadan. “The Oscar gods shone very bright on us that night.”

????Suddenly, social media became a No. 1 heavy hitter in the Oscars Economy — a way to drive eyeballs to the broadcast and create revenue for all the players involved, from host network ABC to the advertisers to the rising stars hoping the increased exposure will lead to bigger and better acting opportunities (plus a salary bump).

????The DeGeneres selfie stunt — captured on a Samsung smartphone — fetched an estimated $800 million to $1 billion for the tech company, ad agency Publicis boasted afterward, making the case that social shares plus celebrities plus live television equals big bucks if you’ve got a product to hawk.

????Or ratings pressure to live up to.

????“What we’re doing is specifically reaching out to all the platforms on social media — and because we had such tremendous success last year with it — we want to capitalize on that success and grow it,” said Meron of this year’s Feb. 22 telecast, teasing “massing engagement” with social powerhouses like Twitter TWTR 2.34% , Facebook FB 0.31% and Instagram.

????Their third year at the helm, Meron and Zadan — the savvy team behind recent NBC musical revivals of Sound of Music and Peter Pan as well as a string of movie and Broadway hits — will again add pizzazz with boldfaced singers, on the level of Barbra Streisand (in 2013) and U2 (2014), to dangle before viewers who have yet to see (or may not have access to) many of the smaller films honored.

????“We get a lot of people who come to it knowing that they’re not going to make any money,” said Zadan. “The host doesn’t make more than two cents, and performers make two cents, and presenters don’t make any money. Nobody makes any money, but you’re doing it because you want to be part of the Oscars.”

????The 2015 emcee, Neil Patrick Harris, will earn upward of $15,000 per union guidelines, while a top-tier singer such as Streisand collects at least $2,400 to perform a non-nominated song. (Crooning a tune that’s up for an award? That’s a starting fee of $3,500.)

????The Academy of Motion Picture Arts and Sciences, a nonprofit, made $93.8 million off the Oscars in 2013, a $4 million boost from the year before, according to financial records. A significant chunk of that pile came courtesy of ABC parent company Disney DIS 7.63% via a $75 million-a-year contract to air the show that expires in 2020.

????Meanwhile, the organization that year racked up almost $40 million in awards-associated expenses including the costs of hiring thousands of staff, building the set, staging the crowd-pleasing performances and rolling out a seemingly endless red carpet on which nominees parade in expensive custom gowns and tuxes and million-dollar borrowed jewels. The organization also footed the $1.8 million bill for the annual Governors Ball, the glitzy after-party catered by Wolfgang Puck and his flowing champagne, caviar-encrusted pizzas and many, many truffles.

????(The Academy did not have 2014’s financial data available at publication time.)