There are two sides to the Oscars. One is the glitz and glamour of endless parties and expensive gowns. The other is the dirty side of the movie industry - promotion.
Whether it is Harvey Weinstein pushing the latest Miramax film to the forefront of judges' minds or a C-lister arriving early on the red carpet to get seen, the Oscars is an opportunity to make a name for yourself.
There is one promotional tradition now firmly ingrained in the Oscars build-up - the gift bag.
The bag is handed over to nominees in the acting and directing categories by LA-based Distinctive Assets, which describes itself as a "niche marketing company".
This year, it has upped the bag's value to US$160,000 (€140,594), making last year's US$85,000 (€74,690) bag look like an insult to Hollywood's A-listers.
This year Eddie Redmayne, Julianne Moore and Richard Linklater, among others, can treat themselves to everything from a "glamping" adventure, to a year of free Audi car rentals and a candy dessert buffet.
Here is what is in the bag, though a lot of it is presumably in voucher form:
Camping Trip US$12,500
A northern California camping company will take the nominee on a trip involving private chefs, wine from the Napa Valley and rides in hot air balloons.
Vaporiser US$249
A portable vaporiser which claims to allow users to vaporise "two different materials interchangeably".
Hair Follicle Stimulant US$1,200
A treatment course to help stave-off any receding hairlines.
Car Hire US$20,000
A US car company will provide the nominees with a year's worth of Audi car hire
Luxury Italian Hotel US$11,500
A hotel in Tuscany will host the stars for three nights.
Home Spa US$5,060
If you see some of the Oscar nominees looking more refreshed in the coming months, it may be because they've taken advantage of this freebie, and turned their home shower into an aromatherapy spa.
Dessert Buffet US$800
If you see some of those stars looking a little larger than they do on Oscar night, it could be something to do with the customised candy dessert buffet they've been tucking into.
Adult Toy US$250
The stars will find, probably much to their surprise, a laser therapy vibrator in their gift bags.
Horoscope US$20,000
For those nominees looking to decide what project to take on next, this gift provides for a psychic to fly to meet the actor and discuss their horoscope and analyse their dreams. They will also teach them some "mind control techniques".
Free Furniture US$28,000
Particularly useful for those nominees who have have to find a home for an Academy Award.
Lifestyle Makeover US$14,239
This makeover kit includes flowers, a booster cleanse, nutritional supplements, hair mineral analysis, kitchen detox, an organic chef and a meditation expert.
It is worth noting that Distinctive Assets highlights that the gift bags have "no affiliation with any official Oscar Bag or AMPAS".
