Backstage, Rolex will be exclusive sponsor of the Oscar's green room for the second year running. Last year's featured a "combination of classic style and superlative quality that are the hallmarks of both the Oscars and Rolex," according to an online statement. However the watchmaker would not comment on the cost of its sponsorship, or how it measured the return on its investment when CNBC.com contacted it via email. Rolex has also set up a mentoring program for emerging artists.
For those not lucky enough to attend the ceremony, Rolex is sponsoring a party in London, where the event will be live streamed. Guests at the city's Ham Yard hotel will be treated to a midnight feast and espresso martinis.
The TV ads
Academy Awards broadcaster ABC has sold out of advertising slots during the ceremony, it confirmed to CNBC.com via email. Ad spots are said to cost as much as $2.5 million per 30-second spot, and brands including Adidas, Stella Artois, AT&T, GM, Hyatt, McDonald's, Samsung, Verizon and Walmart are set to advertise during the ceremony.
Walmart is the only retail sponsor of the Oscars, and it has worked with Hollywood directors Antoine Fuqua ("Southpaw") and Marc Forster ("Monster's Ball") and "Superbad" creators Seth Rogen and Evan Goldberg to produce one-minute films based on six items on a Walmart receipt: bananas, batteries, paper towels, a scooter, wrapping paper and a video baby monitor. A teaser ad is currently running on its YouTube channel, with the full films to be released during the ceremony.