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Brought to You by Rolex: A Most Memorable (and Mixed Up) Oscars 2017

-Keith Lehman (PA) 2/27/17

Shakespeare wrote in As You Like It, “All the world’s a stage, And all the men and women merely players; They have their exits and their entrances, And one man in his time plays many parts.” He should have also included a line or two about this stage is brought to you by our obligatory corporate sponsors.


As the official sponsor Rolex enjoyed several privileges for the Oscars, including backstage set design, a Rolex clock on the Oscars website, and access to the Academy’s archives, which Rolex used to create a minute-long montage of movies in which actors are wearing a Rolex. James Cameron also had a spotlight with Rolex in the two-minute video titled Every Rolex Tells A Story.

Last night’s awards ceremony was one for the history books due to a mix-up for best picture. At $2 million for a 30-second ad the Academy Awards is big business; although the flub was embarrassing, Rolex or other advertisers will leap to sponsor next year’s Oscars.


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