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Aubrey Plaza stunt helps MTV Movie Awards to big ratings gains

April 15, 2013|By Scott Collins
  • Aubrey Plaza tries to pull a Kanye West on Will Ferrell during the MTV Movie Awards on Sunday.
Aubrey Plaza tries to pull a Kanye West on Will Ferrell during the MTV Movie… (Matt Sayles / Invision /…)

Maybe Aubrey Plaza is on to something with her crazy stunts — the MTV Movie Awards she spectacularly crashed Sunday posted big ratings gains.

The "Parks & Recreation" costar was supposedly tossed from the premises after coming onstage unannounced and trying to grab an award from actor Will Ferrell. But the audience apparently didn't mind: An average of 3.8-million total viewers tuned in, according to Nielsen.

That was up 11% compared with last year's show.

In MTV's core demographic of adults aged 18 to 34, the show did even better, zooming 45%.

Critics often focus on the ribald banter at the show, but PR stunts are maybe just as notable a feature. In 2009, Eminem made headlines by pretending to be outraged by a high-wire stunt that had Sacha Baron Cohen's "Bruno" character landing on the rapper. Confirming the suspicions of many skeptics, the incident was later revealed to be entirely staged.

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Twitter: @scottcollinsLAT

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