In light of the record low viewership from the preceding year's ceremony, the Academy sought to make several changes and hire a new producer for the upcoming show. AMPAS announced that unlike previous years where the ceremony typically was held in either late March or early April, the festivities would be held in late February. AMPAS director of communications John Pavlik explained that the purpose of moving the telecast a month earlier was "to bolster the ceremony's sagging television ratings and protect the Oscar's status as the nation's pre-eminent awards event." Despite several Academy officials denying such reasons, some industry insiders speculated that the earlier Oscar date was also implemented to mitigate the intense campaigning and lobbying during Oscar season put forth by film studios. This marked the first time since the 14th ceremony that the awards were held outside the aforementioned time frame.