The Oscars are one brand that still controls its equity from the top down: Winners are chosen by the Academy. But outside of the Kodak Theatre in Hollywood, winners are decided by thousands of movie buffs posting their opinions online.

If Robert Downey, Jr. walks up to receive his Oscar on Sunday night for best supporting actor in the movie Tropic Thunder, not as many people will be as astonished as you would think. This and other surprises around who the Oscar should really go to are part of Networked Insights’ latest Measure the Social [...]