The academy wants to make its second-screen experience just as rich as its primary one.
"Social media is now mainstream," said Christina Kounelias, chief marketing officer for the academy.
"We're not doing social media to reach out to young kids," said the academy's digital media director, Josh Spector. "We're doing it to connect with all Oscar fans."
Follow AP Entertainment Writer Sandy Cohen on Twitter: www.twitter.com/APSandy.