THIS MONTH IN PR/MARKETING HISTORY
An irreverent look at the people and events that keep us up at night
Cringe Benefits
 The Academy Awards can be memorable, especially for the public relations team
by Jeff Rodriguez

Catch the Oscars this year? In all, a pretty good show. Jennifer Lawrence tripped again and laughed it off, and host Ellen DeGeneres took the most glam-clamorous selfie in Twitter’s short history. 

Other Oscar ceremonies have been less successful; in fact, the Oscars consistently create headaches for PR pros. Herewith, then, are our nominees for the most stressful PR moments in Oscar history:

1958: With the awards concluded, host Jerry Lewis attempts to fill 20 extra NBC minutes, ad libbing something approximating comedy. The network eventually gives up and switches to a short film.
 
1999: While accepting Best Actress (“Shakespeare in Love”), Gwyneth Paltrow gives a nearly three-minute, borderline weepy speech in which she names at least 20 people, including the Academy of Motion Picture Arts and Sciences, the cast, her agent, her parents, her brother, her grandpa and a deceased cousin. 
 
2011: James Franco fronts the show with Anne Hathaway and stakes a claim for most lethargic host. “Uninspiring” and “spectacularly bad,” he is called, and the biggest question is whether he was nervous, high or just really bored. That same year, Melissa Leo comes on stage to accept Best Supporting Actress (“The Fighter”) and on live television says, “When I watched Kate Winslet two years ago, it looked so f---ing easy.” The f-bomb shocks the audience, but not James Franco.
 
1974: As he’s about to present an award, David Niven is interrupted on stage by a streaker. “Well, ladies and gentlemen, that was almost bound to happen,” the classy Brit responds.
“But isn't it fascinating to think that probably the only laugh that man will ever get in his life is by stripping off and showing his shortcomings.”
 
1934: Presenter Will Rogers announces Best Picture with, “Come on up and get it, Frank,” prompting legendary director Frank Capra to head for the stage. Oops, wrong Frank! The actual winner is Frank Lloyd, director of “Cavalcade.”
 
1939: In a most least-funny awkward Oscar moment, Hattie McDaniel, the first African-American to win an Oscar, for her supporting role in “Gone with the Wind,” takes a long time reaching the stage — because she was sitting in the back of the room, at the segregated table.

1973: Still being serious, Marlon Brando wins Best Actor (“The Godfather”) but refuses to come forward. Instead, he sends up a woman named Sacheen Littlefeather. Dressed in full Apache attire, Littlefeather reads a statement from Brando declaring that, due to "poor treatment of Native Americans in the film industry," he could not accept the award.

1978: Accepting the award for Best Supporting Actress (“Julia”), Vanessa Redgrave honors those individuals who “have refused to be intimidated by the threats of a small bunch of Zionist hoodlums, whose behavior is an insult to the stature of Jews all over the world.”

2001: Julia Roberts accepts Best Actress for her performance in “Erin Brockovich” — and forgets to thank Erin Brockovich.

2008: Adrien Brody comes on stage to accept Best Actor (“The Pianist”) and rushes forward to give Halle Berry a big, long kiss on the lips. But as we shall see, this is far from the
most awkward Oscar kiss.

1986: The show starts with a singing performance by the forgettably unlikely trio of Telly Savalas, Dom DeLuise and Pat Morita (yes, the guy from “Karate Kid”). Good luck finding a copy of that on the internet.

1989: Clearly suggesting they had not been paying attention in 1986, Rob Lowe sings a parody of “Proud Mary” with Snow White (actress Eileen Bowman). The production is widely ridiculed, and 17 celebrities, including Julie Andrews and Paul Newman, sign a letter to the Academy terming the performance an embarrassment to “the entire picture industry.” The celebrities’ letter, however, pales beside the letter Disney’s lawyers sent asserting illegal use of Snow White’s image.
 
2013: Host Seth McFarlane, creator of “Family Guy,” sprinkles the show with jokes about gays, Jews and a song about seeing women’s breasts in the movies — you know, something to make everyone uncomfortable. The highlight may have been the opening sketch, where William Shatner tells McFarlane that he’s in danger of being remembered as the worst Oscar host ever. Don’t beam it up, Seth.
 
And the statue for Most Awkward Oscar PR Moment goes to …
 
2000: During her Best Actress (“Girl, Interrupted”) acceptance speech, Angelina Jolie says she is “so in love with my brother right now.” Jolie actually secured the most awkward award earlier in the evening, when she and her brother had been walking on the red carpet and she kissed him full on the mouth. So much for sibling rivalry.
 
Well, that’s our show for this year, folks. See you at the movies!