Stanley Kubrick's "The Shining" notoriously failed to earn any Oscar nominations following its release in 1980, but almost 40 years later, the Academy of Motion Arts and Science, the organization behind the event, made it the centerpiece of a campaign it debuted on Sunday, promoting the Academy Museum of Motion Pictures.
The ad welcomed Oscars viewers to the film's "newly renovated" Overlook Hotel, using original footage provided by the Kubrick Estate as well as new scenes in which hotel staff tidy up following those gruesome events from years ago.
It then pointed viewers to its toll-free reservation line (1-833-888-0237) where they would either be put on hold for an eternity listening to the hotel's various offerings--like plenty of canned foods and dried fruit on offer for room service--or a select few would actually make real contact with an Academy staffer offering up prizes. The spot closes with the tagline "Go Inside," followed by the url AcademyMuseum.org. The museum, designed by Pritzer Prize-wining Renzo Piano, will showcase the art and science of filmmaking and is set to open next year in Los Angeles, next to the L.A. County of Museum of Art.
The spot ran globally on Sunday night. Other assets include print ads inspired by other Hollywood favorites including "Jaws" and "Coming to America." The campaign was creatd out of Wieden & Kennedy Portland.