Just when you thought movie awards season ended with the Oscars and kudo- attention shifted to the Emmys, along comes the MTV Movie Awards to shower last year's films with golden popcorn trophies.
That's because the awards show, which aired live from Sony Pictures Studios Sunday April 14--and will be repeated numerous times on MTV--also acts as a great promotional opportunity for upcoming blockbusters to reach their target audience.
"The Hunger Games." "Fast and Furious." "Iron Man." "Star Trek." The sequels to those tent poles all got prime play during the telecast with talent from each film introducing teaser trailers, nearly overshadowing the awards themselves.
The show was also an opportunity for host Rebel Wilson to become known to a wider audience. Wilson, who starred in last year's "Pitch Perfect," used her weight and her nationality -- some consider her the Australian Melissa McCarthy--for a brand of Down Under humor of the below-the-belt variety.
It all got off to a fun start with a wink and a nod to the pitfalls and precipices of hosting an awards show, personified by none other than Oscar host with the least James Franco.
In a raunchy taped bit, Franco, currently starring in "Oz the Great and Powerful," confronted Wilson in the real Oz, the Australian outback, with the offer to emcee MTV, and put her in an Iron Man suit to fly halfway across the world to Culver City.
And kaboom. She landed in a plume of smoke on a soundstage dressed and creatively set-designed for the occasion, as the cable network always does so well for its kudocasts.
Wilson herself walked away with several awards, including Breakthrough Performance, one of a series of unique categories like Best WTF Moment, Best Shirtless Performance, Best Fight and the always popular Best Kiss.
That went to Bradley Cooper and Katniss Everdeen—oops, wrong movie—Jennifer Lawrence in "Silver Linings Playbook." Cooper also took Best Male perf for his role and during his acceptance speech, made a plea for taking better care of war veterans returning with emotional and psychological problems.
When it comes to MTV Movie's honorary awards, things can also get pretty serious-- and even a little teary.
Emma Watson took the Trailblazer Award, reflecting on how bad her hair looked in the first "Harry Potter" movie and how she was always the girl in school to first raise her hand and was teased mercilessly. "You've allowed me to grow," she told the crowd and advised them that anything can happen if you put your heart into something.
Jamie Foxx, anointed with the Generation Award by "Django Unchained" co-star Kerry Washington wore a Justice for Treyvon Martin T-shirt that alluded to the recent firing of a Florida police training officer who put drawings of the slain black teenager on targets.
Foxx gave a special shout-out to director Oliver Stone, who was the first to hire him for a feature film ("Any Given Sunday") when the actor only had experience in television. "I feel like I'm just starting," Foxx said and mentioned that he was directing a new Syfy series to add to his acting and musical repertoire.
With Will Ferrell, presented with the Comedic Genius award by "Game of Thrones" star Peter Dinklage, there was nothing serious said, and perhaps some feathers ruffled when, clad in a suit apparently fashioned of dollar bills, he called his family up to the stage and brought out an Asian woman and multiple children he said were theirs.
Unless this relates to the new "Anchorman" movie, which it very well may, it completely bombed -- and Ferrell should've stuck to his jokes like he always wanted to wake up in the morning and dress himself like Dennis Rodman. There was also a bit he did with actress Aubrey Plaza that didn't hit its mark.
It was left to Wilson to re-inject some comedy with her portrayals of an unwanted character, Head Whore, trying to upstage Anne Hathaway in "Les Miserables" and as fierce tiger Richard Parker in "Life of Pi," battling on the boat with Pi.
The grand finale—MTV's version of best movie-- was presented by Brad Pitt, and the opportunity to promote his "World War Z." It went to another film whose sequel is also heading down the pike, "The Avengers," whose Tom Hiddleston also took the Best Villain trophy for his role as Loki.
And it was as Iron Mangina that Wilson blasted off to end the show, cementing her status as best female Australian awards show host, sometimes confused with British chanteuse Adele—or Melissa McCarthy.
Hillary Atkin is the editor and publisher of The Atkin Report, www.atkinreport.com and has written extensively on media and entertainment for USA Today, the Los Angeles Times, Daily and Weekly Variety, The Hollywood Reporter, TelevisionWeek, Entertainment Weekly, The New York Observer and LA Confidential. She is an award-winning journalist who began her career as a television news writer, reporter and producer. As a broadcast producer at KCBS in Los Angeles, she won numerous Emmy, Associated Press and Golden Mike Awards for live coverage and entertainment special events programming, and then produced and directed biographies on Robert Duvall, Elizabeth Montgomery, Linda Darnell and Nicolas Cage for A&E and E!. She can be reached at email@example.com.
Read all Hillary's MediaBizBloggers commentaries at Hillary Atkin.
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.