Now, in the midst of the omicron spike and NBC's decision to not broadcast the Golden Globes due to ethical concerns surrounding the organization behind the awards, Hollywood's typically busy and highly publicized first week of the year has become much quieter. The AFI Awards were delayed, the Critics' Choice Awards were rescheduled in an attempt to fill the gap left by the Globes' absence, and the Palm Springs Film Festival was canceled. Additionally, many popular award-winning films failed to perform well at the box office. The Academy Awards are still set for March 27, with nominations being announced on February 8. However, there is uncertainty about the details of the event. The annual Governors Awards, which have honored recipients with honorary Oscars for the past 11 years, have already been postponed. Questions remain about whether there will be a host, a live audience, and if the event will attract viewers. The Academy brought in a producer from the film "Girls Trip" in October to lead the show, but has not provided any further information and declined to comment. The situation in 2022 is starting to resemble that of 2021, with Hollywood once again missing out on its usual season of self-congratulation. This also means that movies are losing out on a key form of promotion just when they need it most, which could have long-lasting effects on the types of films that are produced. According to Nancy Utley, a former co-chair of Fox Searchlight, award shows were crucial for the box office and the success of films before the pandemic. The reason for watching smaller movies was the recognition they received, but it is challenging to do so in the current climate. Many prestigious films rely on earning most of their box office revenue between the Golden Globes and the Academy Awards. The decline of the Globes, due to financial impropriety, journalistic ethics concerns, and lack of diversity in the Hollywood Foreign Press Association, has already affected this pattern. If the awards season engine of the Hollywood hype machine falters, it could further harm the struggling box office. The massive audience shift towards streaming services seems to be a lasting trend, as only major blockbusters like "Spider-Man: No Way Home" are attracting significant numbers of moviegoers to theaters. Stephen Galloway, dean of Chapman University's Dodge College of Film and Media Arts and former executive editor of The Hollywood Reporter, expressed concerns about the future of the movie industry, stating that people are no longer in the habit of watching movies on the big screen. He emphasized the importance of award season in promoting films and questioned how long this trend can continue. The Academy Awards were established in 1929 to showcase Hollywood's accomplishments to the world. In its peak, the telecast attracted 55 million viewers. However, this number has been decreasing over time, reaching an all-time low last year with only 10.4 million viewers for a show that lacked a host, musical performances, and had a less popular best picture winner in "Nomadland." Hollywood had been preparing for a major push to increase viewership, using big-name stars and directors to emphasize the importance of going to the movies in a world with numerous streaming options. Unfortunately, these efforts have not been successful. The public is largely hesitant to return to movie theaters regularly, as evidenced by the underwhelming box office performances of recent films like "No Time to Die," "Last Night in Soho," "Nightmare Alley," "Belfast," and "West Side Story." Despite positive reviews, these movies have struggled to attract audiences, with "No Time to Die" making significantly less money than previous James Bond films. The original film made $44 million in 1961, which would be equivalent to $409 million today. A recent study shows that 49% of moviegoers before the pandemic are no longer buying tickets, with 8% saying they will never return. This is bad news for midbudget movies that rely on positive reviews and publicity to attract audiences. Some believe that midbudget films costing $20 million to $60 million, such as "Licorice Pizza" and "Nightmare Alley," which are not based on existing intellectual properties, may face permanent changes in the industry. If changes in viewing behavior are permanent and if award nominations and wins are no longer a big attraction, films will struggle to make a profit. If audiences only want to see popular blockbusters like "Spider-Man," it will be challenging to persuade them to watch smaller, more artistic films like "Belfast" in theaters rather than at home. This not only impacts the success of individual films and filmmakers, but also has a broader impact on the entire art form. Art is delicate. Among the other top contenders for best picture that received a significant theatrical release, only "Dune," a science fiction film based on existing material, surpassed $100 million in box office earnings. "King Richard" made $14.7 million, and "Licorice Pizza" brought in $7 million. According to film journalist and historian Mark Harris, no non-genre adult dramas have made over $50 million. The landscape of 2019, where films like "1917," "Ford v. Ferrari," and "Parasite" found success, is no longer the reality. However, studios are adapting to these changes. MGM is adjusting its theatrical release strategy for "Licorice Pizza" after seeing other prestigious films struggle when they expanded to over 1,000 theaters. The release of "Cyrano" in Britain, starring Peter Dinklage, has been postponed to February in order to coincide with the US release, in the hopes that older female moviegoers will be more likely to return to theaters at that time. Sony Pictures Classics is implementing a strategy similar to what they used in 2021, with more virtual screenings and Q&As to attract academy voters, as well as quicker distribution to home platforms. The documentary "Julia" has already been released on premium video-on-demand during the holidays. Despite many studios hosting extravagant premieres and parties in early December with strict health protocols, the usual awards campaigning events in January such as screenings and parties are being either canceled or moved to virtual platforms. Billboards with the message "For your consideration" are still seen in Los Angeles, but in-person events like meet-and-greets are currently not happening. Netflix, known for limited theatrical releases and not reporting box office results, is expected to have a strong presence in the awards season with films such as "Tick, Tick ... Boom," "The Power of the Dog," and "The Lost Daughter" competing for awards. Like other studios, Netflix has shifted all in-person events for January to virtual. Michael Barker, co-president of Sony Pictures Classics, acknowledged the challenges of adapting to the current situation, noting that this year will also require adaptation. Despite the difficulties, Barker remains optimistic about the future and the changes that may come once the current situation passes.