And The Award for Best Blag Goes To...
On Sunday evening, while most of us were tucked
up in bed, the biggest awards ceremony of the year was taking place
across the pond.
The Academy Awardsattracts an
audience of millions but the real money is to be made on the global
PR opportunity that is the red carpet.
Fashion houses spend months
negotiating contracts and fees just to get the stars to wear their
latest designs, whilst thousands of pounds are spent on ensuring
each actress is groomed to camera-ready perfection.
Although costly, obscenely so when
you consider the rest of us are left rifling through sale rails for
something new to wear, the return on investment is massive. One
good photo in the multitude of celebrity-obsessed magazines (with
equally obsessed readerships) can cause a huge increase in sales.
This doesn't even take into
consideration the TV coverage of the red-carpet, which is enough to
rival the ceremony itself. In the UK we had Sky One, E!, BBC News
24, GMTV, Sky News and BBC Breakfast all asking the likes of Kate
Winslet and Eva Longoria "who are you wearing?" late
Sunday evening and with our Cornflakes on Monday morning.
Meanwhile, I am a massive fan of the
Four
Seasonsin New York.No freebie for
me? Well...it was worth a try.
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