When you have everything at your disposal, it's sometimes the little things that mean more.

Since the Oscars are indisputably the biggest award show and involves the most marketable movie stars, it's the one most companies want to be involved with.

The perceived value of your product or service increases by associating it with top celebrities and a glitzy Hollywood event.

You never get too rich or too famous to enjoy receiving a present. It's like Christmas all year long for some of these celebrities.

Seven years ago it was a much harder pitch ... (but) our industry has been fueled by pop culture magazines. They need celebrity content.

Part of what a union provides is what I would call checks and balances.