Hollywood Putting on the Glitz

Is there a recession in America? Tell that to Hollywood award shows producers and media planners.

Last Updated: January 15, 2009 @ 2:04 PM

Is there a recession in America? Tell that to Hollywood award shows producers and media planners.   Even if stars tone down their gowns and baubles this year, the planners of the awards shows are ramping things up. Sunday’s Golden Globes will have a more intricate set, a makeover for the statuette, and a fancier dinner, stark contrast to last year’s money-losing press conference. "We’re back, we’re bigger, we’re better than ever – that’s the message," Barry Adelman, executive vice president for television for Dick Clark Productions, which is producing the Globes for NBC, told the paper.  And at the Super Bowl, Hollywood will be pushing its summer tentpoles with gusto, including "Star Trek," the "Transformers" sequel, "Monsters vs. Aliens," and "Angels and Demons." NBC’s record $3 million price for a 30-second spot may have scared off car companies and other traditional marketers, but studios have been able to negotiate lower rates, says Variety