Oscars 2025: PR experts anticipate ratings and backlash amid “most toxic season in a decade"

PR experts question whether the Oscars 2025 ratings will collapse or attract unexpected attention amid controversies.

The 2025 Oscars has become one of the most controversial in history, with public frustration at celebrities, social media scandals, and AI concerns dominating the conversation. Speaking to The U.S. Sun, Eric Schiffer, chair of Reputation Management Consultants, described the level of negativity as “nuclear.”

This awards season has been marked by multiple controversies, including resurfaced blackface scandals, racial commentary, and questions over diversity and inclusion. Best Actress nominee Karla Sofía Gascón faced backlash over past social media posts about Islam, George Floyd, and diversity, while Fernanda Torres and Zoe Saldana were criticised for blackface controversies. Torres has since issued an apology. 

AI in filmmaking has also fueled debate. Critics have called for Best Picture nominee The Brutalist to be disqualified over AI use, which director Brady Corbet clarified.

Photo: Venice Film Festival

Schiffer warned that the increasing negativity could impact the future of the Academy Awards, stating, “Will the Oscars ratings get destroyed, or will it attract in ways that people had never imagined?”

Further uncertainty surrounds the Best Actress race, where Demi Moore remains the frontrunner, but Gascón’s chances appear to have collapsed following the controversy. She skipped the Oscar nominees’ dinner but is expected to attend the ceremony.

Speaking to The Hollywood Reporter, Academy CEO Bill Kramer stated, "Karla’s nomination is historic. That’s really important. She’s still a nominee. We honor that, but we do not condone hate speech.” adding that, "If Karla joins us for the night, I hope there is an air of respect."

Photo: AFP

The Oscars 2025, which will mark the 97th edition of the Academy Awards, is under scrutiny as public perception of Hollywood shifts. Journalist Raymond Arroyo told Fox News, “They feel this is the end of the Oscars in some ways.” With political and industry tensions rising, this year’s ceremony could define the future of Hollywood’s biggest night.