Rolex has announced it’s now the official sponsor of the 89th Academy Awards, to be broadcast live (US time) on Sunday, February 26, and around the globe.
When it comes to sponsorship deals, Rolex doesn’t tend to mess around, so it makes sense that the Big Crown – already worn by some of the silver screens most celebrated icons, and with a long history of behind-the-scenes involvement in the industry – has partnered with Hollywood’s premier event.
Given the brand is already so prominent on the red carpet (we see you Seacrest), what does Rolex’s attendance mean to those lucky enough to attend, and the rest of us watching at home? Well, here are three theories.
The speeches will no longer run over time
Forget the swelling orchestra, with Rolex running the show, those gushing acceptance speeches will be guaranteed to run within -2/+2 seconds of allotted length. Make it count people.
The Mentor & Protégé Arts Initiative just became more important
Since 2002 Rolex has actively been supporting up-and-comers in a variety of creative fields, including filmmaking. Mentors have included Martin Scorsese, Alejandro Gonzalez Iñárritu and, for 2016, Alfonso Cuarón. This latest high-profile commitment to film should indicate that the program is still a top-line priority for the brand.
The Green Room is the place to be
Last year Rolex designed the backstage chill space/bar at the Academy Awards, and this year they’ve come up with an entirely new concept. Not sure about you, but that’s where we’d like to be on Feb 26.