MTV Movie Awards a big studio plug-fest
April 15, 2014, 12:01 am TWN
LOS ANGELES -- Last year, the MTV Movie Awards moved up its broadcast date from June to April to incorporate a summer movie plug-fest. Sunday night's show cemented that change, as clips from anticipated blockbusters debuted at the madcap ceremony.
In its 22nd year, the MTV Movie Awards show has become an important event for Hollywood studios. And oh yes, there were some awards, too.
At last year's show, which saw an average of 3.8 million viewers, up from 3.2 million for the previous year's telecast, included new footage from “Iron Man 3” and the world premiere of “The Hunger Games: Catching Fire” trailer, which was introduced by one of the films' stars, Liam Hemsworth.
Sure, an abundance of golden popcorn-shaped prizes were again presented for fun fair, like the award for best shirtless performance, which Zac Efron accepted, well, shirtless. But it's the summer movie teasers — and the stars attached to them — that really make the show.
Andrew Garfield, Emma Stone (who will also appear in Woody Allen's “Magic in the Moonlight,” July 25) and Jamie Foxx, star in the seventh installment of Sony's “Spider-Man” franchise, which kicks off the summer movie season on May 2. The trio introduced a clip of the film showing Spider-Man (Garfield) and the sparkling blue villain Electro (Foxx) battling in New York's Times Square.
Also expected to dominate at the box office, Fox's “X-Men: Days of Future Past” was touted with an intro by one of its new stars, Ellen Page, who will take on the role of Shadowcat. The upcoming film, out May 23, sees the X-Men joining forces with their younger selves and introduces a number of new mutants — Blink, Sunspot, Warpath and Bishop.
There to present the award for best fight was Aaron Taylor-Johnson, the star of Warner Bros.' “Godzilla,” which opens May 16. A short clip of the film, showing the monster preparing to wreak havoc, aired before Taylor-Johnson appeared on stage.
Seth Rogen, Dave Franco and Efron, who lead Universal Pictures' comedy “Neighbors,” out May 9, also presented the award for best kiss together.