How Disney Synergy Will Promote This Year’s Oscars — and Also Use It to Drive Viewers to ‘The Kardashians’ (EXCLUSIVE)

variety.com:

Michael Schneider Variety Editor at LargeThe Walt Disney Co. synergy is back at work to build awareness and viewership for this year’s Oscars on ABC — and in turn, drive some of that audience back to its series and properties.During the Academy Awards — hosted on Sunday by Wanda Sykes, Amy Schumer and Regina Hall — viewers will notice spots for series, with a priority on freshman ABC comedy “Abbott Elementary” and the network’s return of reality competition series “American Idol,” celebrating its 20th anniversary.

Hulu priorities include the limited series “The Dropout,” starring Amanda Seyfried, and the new unscripted series “The Kardashians,” which premieres April 14.But meanwhile, in the days leading up to this year’s Oscars ceremony, various arms of the Disney behemoth will promote the kudocast in ways such as a fantasy Oscar Pick ‘Em game on ESPN.com; marathons of Oscar-nominated and -winning films through the years on Freeform, FX and FXM; a “Simpsons”-themed Academy Awards marathon on FXX; and various Oscar-themed pop ups at the Disney Parks and on the Disney Cruise Line. “The Oscars is one of our favorite events of the year across the Walt Disney Company – it’s the Super Bowl of storytelling and we love that we are able to activate across the entire company to help celebrate the best films of the year and the brilliant talent who make them happen,” said Debra OConnell, president, networks, Disney Media and Entertainment Distribution.