RPMC Cast in Academy Supporting Role

LOS ANGELES Independent entertainment marketer RPMC has been tapped as exclusive promotions partner for the 15th annual Night of 100 Stars Academy Awards celebration, the agency said.

Chaired by former agent and producer Norby Walters, the 100 Stars black-tie dinner and Oscar-viewing soiree will be held Feb. 27 (Oscar night) at the Beverly Hills Hotel.

A burgeoning new-technology showcase, the event will feature live broadcasts and streaming Webcasts sponsored by a variety of wireless- and electronics-industry developers.

As promotional partner, Los Angeles-based RPMC will create corporate-oriented incentive programs to reward clients’ sales and leadership accomplishments, as well as bring attention to the event and present multiple brands under a single umbrella.

“This is an exclusive opportunity to send your superstars down the red carpet,” said an RPMC representative. The agency has arranged event-centric trips, cocktail parties and spa splurges for clients such as Anheuser-Busch, Best Buy, JC Penney, Valeant Pharmaceuticals and Adidas, the rep said, “but any type of custom program on a small or grand scale can be crafted.”

Marketing efforts for the upcoming gala, created and distributed by RPMC, include customized digital postcards, direct mail and Web placements.

In a creative interpretation of the number “100,” approximately 200 former Oscar nominees are expected at this year’s dinner, according to Walters. A complete list of invitees was not finalized, but previous Night of 100 Stars parties have seen Richard Dreyfuss, Shirley Jones, Lynn Redgrave, James Cromwell, William H. Macy, Martin Landau, Peter Fonda, Edward James Olmos and Jamie Fox, this year’s twice-nominated Oscar candidate.

RPMC co-founder Robert Olshever called the partnership “a tremendous opportunity to be immersed in the film industry’s biggest night in a very VIP way.”

The event and marketing budget was not disclosed.