(CNN) — Award shows often mean free loot for celebrities.
But with the economy tanking, this Academy Awards season could see some subtle changes in the giveaway culture, industry insiders say. Singer Fergie shows off a product she received at the BET Awards Lounge in 2008. “The country has shifted, and I think that bling is out,” said Jane Ubell-Meyer from Madison and Mulholland, which bills itself as a VIP gift bag and product placement company. “I think that people are a little more conservative and they don’t want to flaunt it in everyone’s faces.” Madison and Mulholland is focusing on “affordable luxury” this year. Ubell-Meyer said that her company paid careful attention to the vendors in her suite this year and that it was important to create what she hopes is a respectful and thoughtful image. Previous years’ offerings from Madison and Mulholland events included a $5,000 commode, a $5,000 vacation, a $3,500 diamond watch and rides on private jets. Freebies this year will be scaled back from the “old days” — before this year’s recession and last year’s writers’ strike — to include a high-end vacuum cleaner worth several hundred dollars, a handbag worth about $200, a toothbrush sanitizing gadget for around $30 and handmade jewelry. But one of the biggest suites in Hollywood is still going all out. Gavin Keilly, CEO of GBK Productions, told CNN that plenty of high-end products were scheduled for his lounge, which caters to nominees and presenters.
“It’s amazing to me that even in these times, [companies are showing off big-ticket items],” he said. “I think it is even more blingy.”