How to Give

Gift bags are a world in which few, really, can imagine the pressure. But they are already a relic, having evolved into the gift lounge. At Sundance this year, the gift lounge—and Keanu Reeves' shocking decision not to take anything from—it got more press than any of the festival's movies. Distinctive Assets makes the lounges cool places to hang out, with amenities such as a bar, video games, cigars, a pool table and a masseuse. “ We're somewhere for the talent to go while they're waiting to go onstage,� says DA's president, Lash Fary. The gift rooms get so much press that earlier this year the People's Choice Awards asked Distinctive Assets to set one up for them just to increase the show's visibility. It's certainly easier than coming up with a better idea for your awards show.

Hilary De Vries, whose last book was about publicists, has a new novel called The Gift Bag Chronicles. “It's kind of sad. It's greed on display,� says De Vries. And the virus, she says, has spread beyond celebrities. “There are tons of reporters who won't go to events if the bag isn't up to snuff. If they show up, the publicist can say this media outlet was here. And they can hand that list to the corporate client.� I have finally found a class I can teach at journalism school.