Jessica Alba with a Scream Award; the trophy is a black, seven-faced pyramid, similar to the stake used to kill vampires in fiction

The Scream Awards were an annual awards show run and broadcast by Spike TV from 2006 to 2011. The premier Awards Ceremony was known as Spike TV's Scream Awards 2006,[1] however, for subsequent years, the show was relabeled to simply "Scream", followed with the respective year, i.e. Scream 2009.

These events were billed as a commemoration of "all things sci-fi, fantasy, horror and comic book" featuring "the hottest films, TV shows, comics, actors, creators, and icons who have influenced and shaped these genres".[2] Those recognised came from across a number of entertainment platforms including movies, television and comic books.[1]

Creation

The show was created by Casey Patterson, Michael Levitt and Cindy Levitt,[3] who served as the shows executive producers for its six year run.[1][2][4][5] Casey Patterson, who was also the executive vice president of event production, talent development and studio relations for Spike TV, described these awards as "a show for the most passionate fans on earth and beyond ... This is their night to celebrate the magical, mind-bending and super heroic year in movies and the TV shows that they love."[6]

Production

The Scream 2009 nominees were chosen by the Advisory Board of Hollywood and Genre Leaders.[7][8] Over the 6 years the awards were run, this board was varyingly made up of respected and well-known members of the horror, sci-fi, fantasy and comic book worlds, including Wes Craven,[1][9][10][8][6] Tim Burton,[8][6] John Carpenter,[8][6] Roland Emmerich,[10][6] Neil Gaiman,[9][10][8] Guillermo del Toro,[9] David S. Goyer,[1] Geoff Johns,[1] R. Eric Lieb,[1] Stephen King,[9] Tim Kring,[9] Damon Lindelof,[8][6] Stephenie Meyer,[9] Frank Miller,[9][10] Brian Pulido,[1] Eli Roth,[9][10][8][6] Robert Rodriguez,[6] George A. Romero,[6] Zack Snyder,[10] Quentin Tarantino,[8] Judd Winick,[1] Joss Whedon,[1] Jonathan Woods,[1] and Rob Zombie[1][6] etc. The winners were chosen each year by a process of public online voting on the Spike TV website.[11]

The winners were announced at a live Scream Awards ceremony held in venues around Hollywood (Los Angeles, California). The inaugural 2006 ceremony was held at the Pantages Theatre.[12][1] From 2007 to 2010, it was held at the Greek Theatre.[13][14][7][8] The 2011 ceremony was held at the backlot of Universal Studios.[15] On the Tuesday directly after the Awards Ceremony, the event was aired on Spike TV, close to Halloween.[3]

# Name Date Held Date Aired
1st Spike TV's Scream Awards 2006[1] October 7, 2006[1] October 10, 2006[1]
2nd Scream 2007 October 19, 2007[13] October 23, 2007[16]
3rd Scream 2008 October 18, 2008[14] October 21, 2008[17]
4th Scream 2009 October 17, 2009[18][10][19] October 27, 2009[20][10][21][19]
5th Scream 2010 October 16, 2010[8] October 19, 2010[8]
6th 2011 Scream Awards October 15, 2011[22][5] October 18, 2011[22][23][24][5]

Performances

Different live rock acts were included in each year's ceremony, including:-

Artist Song Performance Year
Alice Cooper (in "The Monsters of Rock") Alice Cooper Medley: I Love the Dead and School's Out 2007[25]
Avenged Sevenfold Scream 2007[26]
KoЯn Coming Undone 2006[27][28]
M.I.A. Teqkilla 2010[29][30]
My Chemical Romance Welcome to the Black Parade 2006[12]
Ozzy Osbourne Not Going Away 2007[25]
Kerli Walking on Air 2008[31]
The Smashing Pumpkins G.L.O.W. 2008[31][32]
Rob Zombie (in "The Monsters of Rock") Alice Cooper Medley: I Love the Dead and School's Out 2007[25]
Slash (in "The Monsters of Rock") Alice Cooper Medley: I Love the Dead and School's Out 2007[25]

The 2009 and 2011 ceremonies were the only ones not have any musical performances.

Categories

The Advisory Board of Hollywood and Genre Leaders advised on the composition of the categories each year.[7][8] The categories featured during the 6 years of these awards included:-

Competitive Categories

Category Years Information
Ultimate Scream 2006 – 2011
Best Horror Movie 2006 – 2011
Best Fantasy Movie 2006 – 2011
Best Science Fiction Movie 2006 – 2011
Best Thriller 2011 only
Best Foreign Movie 2006, 2007 & 2009
Best Independent Movie 2010 & 2011 This category existed only in an "Online Write-in" form for Scream 2010.
Best Sequel 2006 – 2009
Best Remake 2006 & 2008
Best 3-D Movie 2010 & 2011 For Scream 2007, this category was called 3-D Top Three and there were only three nominees.
Best Independent Movie 2010 This award category was run as an "Online Write-In" award.
Best Worst Movie 2010 This award category was run as an "Online Write-In" award.
Most Anticipated Movie 2006 and 2009 – 2011 This award went to the most anticipated movie that was to be premiering in the following year.[33] This award category was run as an "Online Write-In" award. In the Scream 2009 ceremony this category in the form of two awards, i.e. "Most Anticipated Fantasy Film" and "Most Anticipated Science Fiction Film".
Breakout Movie of the Year 2006, 2007 & 2009
Best Scream-Play 2006 – 2011 Occasionally spelt without the hyphen, i.e. 2006, 2008
Best F/X 2006 – 2011
Best Director 2006 – 2011
Best Fantasy Actress / Actor 2006 – 2011 In Scream 2006, there was a single category, solely for women, called Fantasy Fox. For Scream 2007, two awards existed, when a second category was added for men called Fantasy Hero. From Scream 2008 onwards, there were two awards called Best Fantasy Actress" and "Best Fantasy Actor.
Best Science Fiction Actress / Actor 2007 – 2011 In Scream 2007, these categories were called Sci-Fi Siren and Sci-fi Star, but for Scream 2008 onwards, these categories were called Best Science Fiction Actress and Best Science Fiction Actor respectively.
Best Horror Actress / Actor 2008 – 2011
Breakout Performance - Female / Male 2006 – 2011 The original single gender-neutral category of Best Breakout Performance, was divided into two categories, i.e. Breakout Performance - Female and Breakout Performance - Male, from Scream 2009 onwards.
Best Supporting Actress / Actor 2008 – 2011 In Scream 2008, this category existed as a gender-neutral category called Best Supporting Performance. It was divided into two gendered categories from Scream 2009 onwards, i.e. Best Supporting Actress and Best Supporting Actor.
Scream Queen / King 2006 & 2007 Originally, in Scream 2006, the male category was called Most Heroic Performance, which was changed to Scream King for Scream 2007. Both the male and female versions of this category were discontinued from Scream 2008 onwards.
Best Cameo 2007, 2009 – 2011
Best Ensemble 2006, 2009 – 2011
Best Rack on the Rack 2006 only This was one of the 2006 Scream Awards categories with only female nominees.
Best Villain 2006 – 2011 This category was originally called Most Vile Villain, however, from Scream 2008 onwards, the award was renamed Best Villain
Best Superhero 2006 – 2011
Sexiest Superhero 2006 & 2007
Most Memorable Mutilation 2006 – 2011
Scene of the Year Award 2006 – 2011 The Scene of the Year Award title was prefaced with "Holy Shit", containing a '%', '!', or '*' character replacing the 'i' (2006 & 2008-2011), The exception to this was Scream 2007, when the preface of "Jump-From-Your-Seat" was used.
Scream Song of the Year 2009 only
Best Line 2008
Best Flesh Scene 2006 only
Best Chase Scene 2011 only
Fight Scene of the Year 2009 – 2011
Best TV Show 2006 – 2011
Best Television Performance 2010 only
Best Comic Book or Graphic Novel 2006 – 2011 Originally called Best Comic Book, this category was expanded from Scream 2010 onwards to include graphic novels.
Best Comic Book Movie 2006 – 2011 This category was originally called Best Comic-to-Screen Adaptation, however, from Scream 2008 onwards, it was renamed Best Comic Book Movie.
Best Comic Book Writer 2006 – 2011
Best Comic Book Artist 2006 – 2011
Best Screen-to-Comic Adaptation 2006 – 2008 This category was called Best Scream to Comic Adaptation for Scream 2008.
Most Shocking Comic Book Plot Twist 2006 – 2008 Called just Most Shocking Comic Book Twist for 2006 and 2007.
Best Internet Parody 2006

Special Awards

Category Years Information
Comic-Con Icon 2006 – 2011 This award was presented to individuals or organizations that have been instrumental in bringing comics and/or the popular arts to a wider audience.[34][33] The award was bestowed each year by Comic-Con in partnership with Scream.[35] After the discontinuance of the Scream Awards this category was presented on-site as an award at Comic-Con's annual Comic-Con event.[34]
25th Anniversary Award 2009
Scream Mastermind 2006, 2008 & 2009
Scream Legend 2008
Scream Immortal 2008
Ruthless Filmmaker 2006
Scream Rock Immortal 2006, 2007 & 2009
Heroine / Hero 2007, 2010 & 2011
Maverick 2011 This award recognized the fearless and intriguing bodies of work an actor/actress has done in the genres.[33]
Ultimate 2011
Visionary 2011

Farewell Tributes

Special tributes were given in some year for the conclusion of long-running shows, i.e. 2010 and 2011.

Reception

There was a consensus that these awards recognised works of genres that were normally unrecognised. Casey Patterson said of the Scream Awards that it "aims to do for superhero, horror and fantasy films what the MTV Movie Awards did for teen comedies by honoring genres usually overlooked by high-brow Academy Award voters ... This event has been long overdue".[36] Zack Snyder said, at the 2008 Scream Awards, “There’s a feeling that film and comic books and all these genres that didn’t used to get respect are having this truly dynamic moment right now.”[37]

Of those traditionally unrecognised genres, commentators saw the Scream Awards' recognition of the comic book genre as especially significant. In 2008, Casey Patterson said "the event began three years ago with an emphasis on horror, a genre that was surging at that time thanks to movies such as the Saw films and Hostel. But in subsequent years, the show widened to embrace comic books and fantasy."[37] Geoff Boucher (Los Angeles Times), said "The Scream Awards presented a pop-culture environment where film-makers like Dark Knight director Christopher Nolan shared the same stage as comic-book writers such as Mike Mignola, creator of Hellboy.[37] The LA times reported Mike Mignola as saying, when talking of Scream 2008, that "in the old days Hollywood would strip-mine comics and scoff at the creators. Now, they walk on the same red carpet, which on Saturday night had giant posters of the Green Lantern and Spider-Man above it.[37]

Target audience & Sponsorship

Young males

The male-centric nature of this awards ceremony's target audience was recognised. Ray Richmond, from the Hollywood Reporter, said "In hitching its wagon to Ultimate Fighting Championship, Star Wars marathons, and no fewer than three awards programs — Guys' Choice Awards (established 2007), Scream Awards (established 2006) and Video Game Awards (established 2003), the network has fulfilled its mission to provide action-themed comfort food for its male viewership.[38] Juliet Corsinita, the media editor of Taco Bell (one of the Scream Awards sponsors for its entire 6-year run[1][13][39][40][8][6]), said that with respect to the Scream Awards, Taco Bell, whose core customers were "young men who eat fast food", has "a presenting sponsorship which over-delivered on its audience by 76%".[41]

Halloween

Captain Morgan's initial Scream Awards sponsorship was part of it push for its product "to be to Halloween what Guinness is to St. Patrick's Day." Arthur Shapiro, Alcohol industry consultant, said "No one has locked up Halloween yet. The Captain has the horsepower to do it."[42]

Sponsors

With the exception of Taco Bell, the sponsors for each year's awards ceremony varied: -

Sponsor 2006[1] 2007[13] 2008[39] 2009[40] 2010[8] 2011[6]
Taco Bell X X X X X X
Captain Morgan X X X
Honda X
Truth (R) X
FreeCreditScore X X
Geico X X X
Subaru X X X X

Ratings

In 2009, the Scream Awards drew a total of 9.9 million viewers over its four telecasts.[43] In the 18-34 male demo, the awards drew a 0.7 rating for the first telecast.[43]

In 2010, the initial Tuesday broadcast of the Scream Awards drew only 800,000 viewers for the 9 p.m. premier and 471,000 for the 11 p.m. telecast.[43]

In 2011, the Scream Awards notably underpreformed drawing only 698,000 viewers over the week. This placed it 15th in a Horror Society rating ranking of horror content for that week, just below Scare Tactics on 793,000 viewers, compared to the two highest rating shows broadcast in that week of Terra Nova on 7,970,000 and The Walking Dead on 7,300,000 viewers.[44]

Discontinuance

The Scream Awards ceremonies were discontinued in 2011, a move attributed to the dwindling popularity of the event and Spike TV's re-formatting (including even a change of their name to Paramount).[3]

See also

References

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