The 2023 Oscars ceremony is just around the corner, and there are no end of predictions and predictions about which films will win the most awards. At the moment, it looks like The Fabelman and Everything Everywhere All at Once are the leading contenders, but even the underdogs will get big gifts in return.
An open secret of the ceremony is that the 26 nominees in the main categories always receive lavish gifts just for attending. Distinctive Asset, Hollywood’s pioneering marketing company, is in charge of giving out gift packages to the stars to win their favor. And this year they are valued at $126,000.
Why are these juicy gifts given?
Getting nominated for an Oscar but not winning it in the end must be a big blow to the stars. But, to wipe away their rich tears, the marketing company that is independent of the Academy takes it upon itself each year to give out lavish gifts that make the grief pass faster and sweeter.
It all began in 2002, when the founder of the company Lash Fary started this idea under the slogan “Everybody Wins”. It started by giving away luxury vacations and jewelry at the Grammy Awards in the 2000s, but soon moved on to the Oscars and has now become a tradition that he never misses a single year.
In a report by Forbes, Fary has been asked about this initiative, as well as exploring what luxurious prizes will arrive at the 2023 ceremony. On why he started to carry out this type of gifts, Fary explains the following:
“We asked ourselves, ‘How can we be a part of this without doing something directly with the Academy,’ and we came up with the idea of giving something away to the top nominees. That way, if they lost, they would still receive this awesome consolation prize. And if they won, they would get this as icing on the cake.”
Over the past few decades, the eye-catching prizes have ranged from an Antarctic cruise to a year’s Audi lease. But, of course, there’s catch. Brands shell out anywhere from $4,000 to $35,000 to be included in the exchange, and that’s because, as with the Super Bowl ads, the expectation is that by receiving something from these brands you become a “contributor” to the brand.
Other years, compensations by actors and directors have drawn attention. Amy Adams was photographed wearing a gifted “Strong Is The New Skinny” T-shirt from one of the brands, and others have shared photos of trips they’ve been gifted.
Basically, it’s nothing more than a marketing strategy for brands to approach celebrities and tell them “we’re here”. Although, of course, it doesn’t hurt for an actor or director to receive so many luxurious gifts.
What is being given away this year?
This year, 26 nominees will receive the spoils. That is, they are the five nominees in the five main categories. But, since Everything Everywhere All at Once has two directors (Daniel Kwan and Daniel Sheinert), one more is added to the final equation.
This year’s purse is somewhat poorer than in previous editions. It has an estimated value of $126,000, 10% less than last year, and almost half of the historical maximum of $225,000 reached in 2020. But even so, they are still very interesting prizes.
This time we find gifts of all kinds: a free plastic surgery, a bottle of coconut water, a plot of land to replant trees in Australia or a trip to Italy are some of the highlights. It’s a great way to rest between shoots.
Mind you, not everyone is happy to accept the bag. Denzel Washington has turned it down on more than one occasion and J.K. Simmons donated his to charity. Not all actors are so easily bought… although most are.
