The companies consider it a mark of distinction to give their products away to stars or anybody associated with the Academy Awards, said Robert Tuchman, whose company, TSE Sports and Entertainment matches corporations such as Nabisco, Kraft and Pepsi Cola with celebrity promoters.
"The value has grown tremendously in recent years in terms of viewers and people trying to get affiliated with stars and celebrities at the Academy Awards," Tuchman said, adding that a celebrity talking about a product could equal millions of dollars in promotion and advertising.
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