And the winner is...

And the winner is...

23 February 2015 | Liz Bowen

Ah, the Oscars. A chance for the rich and famous to dress up for the evening and wait patiently to hear whether they have been recognised as a shining light in their industry.

The Oscars generate mixed emotions … for example, I, like so many others, eagerly await the event purely to see what everyone chose to wear for their big red carpet moment (often far more interesting and occasionally ever-so-slightly more controversial than the results themselves.)

For others, the Academy Awards are simply a well publicised ego-trip for already wealthy actors, actresses, directors et al, to sit around and pat each other on the back.

Either way, there is no denying that you just cannot escape the Oscars buzz. They are, after all, the ultimate PR game.

Actors and actresses from all the nominated films are sent to blaze the campaign trail for weeks, nay, months in advance, all the while pushing punters into those cinema seats.

Then of course there is the subject of the oh so fascinating red carpet – what designer wouldn’t want to dress the award favourites: their picture will be everywhere and everyone across the world will see your design as huge photos of so-and-so, wearing John Smith, takes to the stage.

And that’s not all, in terms of advertising, the Oscars comes second only to the Super Bowl in terms of cost and reach.

Last year, 43 million people watched televised coverage of the ceremony, with a similar number expected to have watched this year too. As an advertiser, you’d feel pretty daft then if you’d decided it just wasn’t worth the effort to screen your ad during the show …

Never underestimate either the power of social media. Remember that selfie? Samsung sure does!

The point is, no matter what you think of the Oscars and what they stand for, they’re never going to go away because they’re just too damn profitable – not just for the film industry, but for every other industry that jumps on the bandwagon too.