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  Anthony Bromberg Anthony hasn't really ever met anyone named Buzz; however, he did like "Waterworld. " You make fun of him about it at abromberg@media.ucla.edu.

Put the windows down, keep the monkeys in the cage, and stop the presses. The Oscars are coming. Again.

And with the Oscars, racing out to the forefront of things, comes everyone’s ugliest, noisiest stepsister, the “movie buzz.”

Buzz can most easily be defined as the indescribable aura surrounding a movie prior to or during its release period, which affects who will see and like the movie, and who will not.

But, some of you may ask, doesn’t the success of a movie depend on its quality? Ah, you happy, idealistic souls, who still think Buzz is the second man to walk on the moon.

First rule: every movie has a buzz of some sort surrounding it.

Often Buzz can help a film find an audience. An example from last year’s market would be a film like “Memento,” a relatively low budget neo-noir film. No big stars or flashy commercials, but somehow “Memento” became the “it” movie to see for the hip crowd early last year. Bzzzzzz.

Another example of a movie that benefited from positive buzz would be “The Lord of the Rings: The Fellowship of the Ring.”

It was in the dangerous realm of cult books turned into movies, but for the few months before “LOTR” came out, a good word could be heard from every corner of the room. So many good words, so much good press, and potential audience approval, yet no one had seen it? The movie is now looking at an Oscar nomination and potentially becoming part of the biggest trilogy since “Star Wars.” Fantastic bzzz.

This proves Buzz works on all sizes of movies.

The second rule is that, unlike the old saying that any press is good press, there is a thing called bad buzz.

Ask Kevin Costner if he can salvage the scraps of “Waterworld” from the bottom of the ocean, or if he’s going to be asked by the U.S. Postal Service to be their new poster boy after the success of “The Postman.”

Ask John Travolta, a recipient of very good buzz in the early ’90s, if he’s still friends with our insect noise buddy after his L. Ron Hubbard “Battlefield Earth” epic won more razzies then it sold tickets. Bzzzz.

There is also such a thing as backlash Buzz. He rears his head when he has pretended to be so positive about a movie that the only place for you to go is down on his list, and he’s sure to see to it. Think “Star Wars: Episode I” or “Harry Potter,” so big that buzz can’t possibly let it be flawless. Who could possibly like Jar Jar Binks, and didn’t you think it stuck too close to the book? It’s a lose buzz situation.

Some of you, however, I am willing to bet, still don’t think Buzz is a true, existing entity unto itself. Your arguments run along the lines of the idea that all of these things can be explained by the actual quality of the movie. Granted, you’ll say, though critics’ opinions might account for some of this supposed phenomenon, “‘Memento’ really kicked ass, and I saw ‘Battlefield Earth’ – it wasn’t any good.” To which I reply, “You saw ‘Battlefield Earth.’ Sucker.”

Here is where Buzz’s repertoire truly gets interesting, where no one can deny that he has a life of his own.

Case A, the biggest movie of all time, “Titanic.” It was supposed to be a summer movie. Buzz was originally being very kind to it – everybody knew “Titanic” would be good. It was expensive, but not “Waterworld”-style. But then it ran over schedule, and the release date had to be pushed back. All of a sudden it was going to be a terrible movie, all the critics knew it; it had become an overpriced joke. No one had yet seen a frame of the footage. Then nearing its release date, “Titanic” was worth seeing again. In fact the second buzz reversal was so strong the big ship swept the Academy Awards, even though “L.A. Confidential” won every other critic’s and guild award known to mankind.

Case B. Before it came out, “Moulin Rouge” was poised to be the savior of the movie musical, Baz Luhrman a genius. When it did come out, it was to less than a dull roar.

Some people liked it, others were let down, others just thought it was silly, and it wasn’t in the position to save anything. Then awards time came around, and all of a sudden, buzzzzzzzzz, people started whispering in each other’s ears. “Moulin Rouge”? “Did you see it?” “Moulin Rouge”? “Why, that movie saved the musical.” And hell, if it isn’t now a favorite for a best picture nod. Buzz, I salute you. That was some tricky mojo you worked.

Thus, the movie Buzz is a very real and very devious man. I’ve met him. He likes popcorn and over-the-hill action stars. He lives inside and outside a movie theater near you.