Ellen DeGeneres' record-breaking Oscar selfie was also product placement for Samsung, which probably spent close to $20 million on advertising in this year's ceremony, according to the Wall Street Journal.
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Second-time Oscar host DeGeneres broke the record for Twitter retweets Sunday when she tweeted a selfie with a gaggle of fellow A-list stars at the ceremony. Meryl Streep, Jennifer Lawrence, Julia Roberts, Brad Pitt, Angelina Jolie and Kevin Spacey were in the shot. Bradley Cooper, who lost out on the Best Supporting Actor award to Jared Leto, took the photo.
DeGeneres played with a Samsung Galaxy Note 3 during the ceremony, and handed Cooper the phone to take the picture. The device was given to DeGeneres as part of Samsung's ad deal with ABC, which included the phone being integrated into the show, the Wall Street Journal said.
DeGeneres had suggested taking selfies during the ceremony, and ABC recommended using a Samsung phone because the company was a sponsor, someone familiar with the matter was cited as saying.
Samsung was one of the biggest sponsors of year's Academy Awards ceremony, the Wall Street Journal said – the company bought five minutes of ad time. Although the company has not disclosed details of the ABC deal, the Wall Street Journal estimates that Samsung spent some $18 million on advertising in this year's ceremony.
Since 2009, the company has spent a total of $24 million on Oscars advertising.