If you only watched the commercials and not the awards part of the Oscars telecast, you might have thought for a moment you were watching the Super Bowl.
Several advertisers offered cinematic spots that went beyond the usual fare, while others used it for unveilings.
The Academy Museum of Motion Pictures, which is slated to open in 2019, showed its first commercial (a faux spot for the Overlook Hotel of “The Shining” fame) and ABC used the occasion to release the trailer for its “Roseanne” revival.
Walmart created a 60-second film directed by Dee Rees, the director of “Mudbound,” to promote its new box delivery service.
A minute-long spot from Twitter featured women reading a poem by Denice Frohman.
While it offered an empowering message, some Twitter users found it distasteful in the context of rampant harassment on the platform.