The 21st edition of Vanity Fair’s Oscar Party is waving goodbye to West Hollywood, and air-kissing hello to a “custom-designed space between the Annenberg Center and City Hall” in Beverly Hills.
After revealing in the fall that the party would be one-and-done on the space behind Sunset Plaza after the 2014 Oscar night, speculation had centered on Beverly Hills, with the Annenberg Center being mentioned as a possible new home a year ago.
Despite intentionally perpetuating a “mystique” around the well-attended A list event, as a spokesperson for the party told TheWrap last year, among of the few details released on Wednesday included the exact street address where celebrity cars will arrive, plus a virtual casting call asking lookie-loos and fans to come stand outside.
This follows on Vanity Fair magazine’s issuance of confidentiality agreements to those working on the event.
For a brand that prides itself on its discrete, clubhouse-like atmosphere for the captains of industry up front, it has become an increasingly duplicitous endeavor as they simultaneously pump out a steady stream of real-time videos, real-time tweets and photos from their instagram booth to a mass consumer audience on Oscar night.
Gossipy day-after blogs also follow on their website.
By contrast, the only type of photos, details, or any coverage that has ever gone wide from Guy Oseary and Madonna’s late night party that nobody gets in to came from Jennifer Lawrence’s friend’s unauthorized post on MySpace last year.
There, Laura Simpson described it as “Guy OSeary’s party where there is no press and people can actually have a good time. We dance and drink, finally able to relax and enjoy ourselves.”
This was also the same post where she admitted to sniffing Brad Pitt backstage at the Oscars and following Bill Murray around at Vanity Fair after realizing the cruel hierarchy of Oscar night: “No one gives a shit that you are a human being unless you’re famous.”
VF’s move is a win for the 90210, the under-used Annenberg Center, and any guests who live in the flats, hills or Brentwood. Although the Elton John Party remains in West Hollywood, this gives the two big events beyond the Oscar ceremony some breathing space from each other.
“We obviously hope to keep (Vanity Fair) in West Hollywood,” West Hollywood mayor pro tempore John Heilman told TheWrap when he first heard of their plans to relocate last summer.
Now, six days after the Oscar nominations were announced and with under five weeks until the car services line up, Vanity Fair made the announcement in a post by Hollywood correspondent Julie Miller on their own website Wednesday afternoon.
More to come…