And apparently its own planning department as well:
The Academy of Motion Picture Arts and Sciences has decided to add a new category for the 2019 awards show: Best Popular Film.
I am sure the Academy hopes that this will get more people to watch the show, since over the last 10 to 15 years they have been handing out statues to movies that not very many people watch at all, with a couple of exceptions now and then. It turns out that not many people are interested in whether or not a movie they’ve never heard of wins an award.
It sounds like something ABC, which carries the show, would dream up.
But there’s this one lingering thought:
It truly is something that in the year Black Panther, a movie made just about entirely by and with black people, grosses $700 million, the Academy's reaction is, "We need to invent something separate…but equal."
— Mark Harris (@MarkHarrisNYC) August 8, 2018
If nothing else, this modifies the common complaint that “Hollywood is out of ideas”; it’s just that Hollywood is out of good ideas.