text: Discontinued categories Proposed categories The Board of Governors meets each year and considers new award categories.To date, the following categories have been proposed: Best Casting: rejected in 1999 Best Popular Film: proposed in 2018 for presentation at the 2019 ceremony; postponed until the 2020 ceremony at the earliest (yet to be implemented) Best Stunt Coordination: rejected every year from 1991 to 2012 Best Title Design: rejected in 1999 Special categories The Special Academy Awards are voted on by special committees, rather than by the Academy membership as a whole.They are not always presented on an annual basis.Current special categories Academy Honorary Award: since 1929 Academy Scientific and Technical Award (three different awards): since 1931 Gordon E.Sawyer Award: since 1981 Jean Hersholt Humanitarian Award: since 1957 Irving G.Thalberg Memorial Award: since 1938 Academy Special Achievement Award: from 1972 to 1995, and again for 2017 Discontinued special categories Academy Juvenile Award: 1934 to 1960 Criticism and controversies Accusations of commercialism Due to the positive exposure and prestige of the Academy Awards, many studios spend millions of dollars and hire publicists specifically to promote their films during what is typically called the "Oscar season." This has generated accusations of the Academy Awards being influenced more by marketing than by quality.William Friedkin, an Academy Award-winning film director and former producer of the ceremony, expressed this sentiment at a conference in New York in 2009, describing it as "the greatest promotion scheme that any industry ever devised for itself." Tim Dirks, editor of AMC's filmsite.org, has written of the Academy Awards: A recent technique that has been claimed to be used during the Oscar season is the whisper campaign.