If you recall last week, there was some speculation about the Oscars potentially not airing because of some issues with SAG (Screen Actors Guild) not being able to come to an agreement on negotiations about monetary compensation for web video, extra airing et. al. Well, low and behold the Oscars still went on unscathed last night Feb 21, 2009.

Promptly at 8:30 PM EST on ABC the Oscar’s aired with a delightful musical by Hugh Jackman (this year’s Host) introducing the audience to this year’s nominees, with some assistance   from the Craig’s List dancers. After the musical Hugh continued with his hosting responsibility, and proceeded to dish out a few one liners to the audience; predominantly celebrities. I’m not sure if he wrote them himself or they were pre-scripted however, I didn’t find them to be that funny and based upon the reaction of those being picked on, it didn’t look like they did either. Maybe Hugh just isn’t that much of a funny man? Ben Stiller on the other hand made an Oscar-worthy performance as Joaquin Phoenix. Kudos to Ben!

One thing that was noticeable this year, as compared to previous years was the lack or absence of product placement in the awards show. Usually there’s a bunch of plugs and some products here or there but, this year was a little different. It was scaled down and more subtle. With this year’s new loosened advertising rules, there were more movie trailers that ran during the broadcasts than actual advertising ads. Advertisers that did show up for the event were the likes of JC Penny, which focused on its new line of designer clothing (goes hand-in-hand with the Oscars considering all the designer names that the celebrities wear), Hyundai showing off its new models and car of the year award, Coca-Cola and even T-Mobile made an appearance with their G1 Android phone.

There were of course your usual plugs for celebrity designers, who wore what and who designed it but, that’s expected when watching an awards show of any type. There’s always someone interested on the Red Carpet of after party. Shameless mentioning’s of Versace, Dolce and Gabbana, Rodarte, Chanel and the like are all part of the fanfare. After all what’s a free donation to a celebrity, if all they have to do is mention your name, making an immeasurable amount of teeny boppers, tweens, and adults go crazy for that designer’s product line. Natalie Portman who has her own line of merchandise called Vegan, was spotted not wearing her own brand but the likes Stella McCartney shoes. Although we probably should cut her some slack, since there have been reported problems with the company that was supposed to manufacture the shoe line; supposedly they went out of business!

A name that came up several times during speeches and thank you mentions was Kathleen Kennedy a name synonymous with Steven Spielberg and that 1980’s movie, what’s it called …oh yeah E.T. Though Reese’s Pieces wasn’t mentioned the name couldn’t help ring a bell of one of the biggest product placements in history. After all the sales of Reese’s Pieces went through the roof after the placement, Kid’s went crazy for the candy, and it’s still spoken about today.

All in all, the Oscars made an attempt to remind the rest of the world that even Hollywood is cutting back in this constantly influx economy. There weren’t as many free hand outs given to celebrities, shameless or brazen plugs for companies, brands or products, and even the number of before and after parties were scaled back. Instead the Oscars attempted to provide the audience with an old world elegant feel of the 1940’s or 1950’s. Though the event carried on like an epic novel it was gracefully assembled.

By: Gary Trandiak

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