For the people whose logo becomes attached to a celebrity and the biggest film event on the planet, the rewards can be rich - which is why the gift basket bulges.
In 1969, a new visitor made an appearance: First Lady Pat Nixon introduced the White House Easter Bunny as an annual attraction (who, by strict rules, is never allowed to be viewed at the event in costume without the headpiece attached).
Critics have attacked the policy as having no figures attached to it, and as a pledge that in the event of recession would require deep cuts in spending to be achieved.