The 83rd Golden Globe Awards, broadcast by CBS, faced backlash for promoting online betting during its live ceremony. The event prominently featured a live ticker displaying predictions from the online “prediction market” platform, Polymarket, encouraging viewers to place bets on award outcomes. This controversial move has drawn criticism amid ongoing concerns about gambling addiction and the ethical implications of intertwining entertainment with betting.
Penske Media Corp., which owns the Golden Globes, announced its partnership with Polymarket just days before the awards show. According to Craig Perreault, president of Penske Media, the collaboration aims to “unlock a groundbreaking new frontier” in audience engagement. The sentiment appears to align with a growing trend in entertainment where betting is becoming more integrated into mainstream media.
During the broadcast, predictions varied significantly. For example, despite a strong showing on Polymarket, the series “Sinners” lost the award for Best Drama to “Hamnet.” However, many bettors correctly forecasted Paul Thomas Anderson‘s win for Best Director for “One Battle After Another.” While viewers could see the betting odds in real-time, the betting window closed at 07:00 on March 10, 2024, limiting real-time participation.
Critics have expressed concern that the integration of betting into an established awards show transforms the event into a mere vehicle for gambling promotion. Josh Billinson, a senior social media editor at Semafor, tweeted that the “Golden Globes Best Podcast odds presented by Polymarket” represented a new low for the awards. Others echoed similar sentiments, labeling the incorporation of betting odds as “disgusting” and a troubling sign of the times.
The backlash was further fueled by Polymarket’s recent involvement in an insider trading scandal. Reports revealed that a trader profited over $400,000 by making well-timed bets on U.S. military actions against Venezuela, just hours before the country was invaded. This incident raised alarms about the lack of regulatory oversight in online prediction markets, prompting worries about potential scams and financial ruin for users.
The Golden Globes has a history of controversy, facing scrutiny over issues such as corruption and a lack of diversity in its nominations. Incorporating crypto-based gambling into the awards show has added a new layer to the ongoing discourse about the future of such events. Critics argue that it further distances the awards from their original purpose of celebrating artistic achievement.
Many observers noted the irony of an awards show becoming a platform for gambling, with comments ranging from frustration to humor. “This is like watching a car crash in real time,” remarked one social media user. Mark Harris, an author, mockingly congratulated Penske Media for reaching a new low in its approach to the awards.
As gambling becomes a more prominent aspect of everyday life in the U.S., the Golden Globes’ embrace of betting raises questions about the implications for both the entertainment industry and audiences. While some may view it as an innovative way to engage viewers, others see it as a troubling trend that risks normalizing gambling within prestigious cultural events.
The Golden Globes’ partnership with Polymarket may redefine how audiences interact with awards shows, but whether this approach will benefit or harm the reputation of such events remains to be seen. As the landscape of entertainment continues to evolve, the balance between engagement and ethical responsibility will be crucial in shaping future broadcasts.
