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The Oscars: Are James Franco and Anne Hathaway Making Them Cool?

Having Anne Hathaway and James Franco co-host this year’s Academy Awards is paying off in buzz. Nicole LaPorte on why the stars are more important as marketers than hosts.

Nicole LaPorte
Nicole LaPorte
articles/2011/02/25/the-oscars-are-james-franco-and-anne-hathaway-making-them-cool/laporte-oscar-hosts_162522_vh2o4x
Actors James Franco, left, and Anne Hathaway will serve as co-hosts of the 83rd Academy Awards. (Photo by Bob D'Amico/ABC via Getty Images)
Nicole LaPorte

Nicole LaPorte

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