Just before this year's Oscars, at the publicist awards, campaigns for films like Get Out, Wonder Woman and Black Panther were celebrated for highlighting the feature's cultural relevance, leading to commercial success.
At the Friday afternoon ceremony at the Beverly Hills Hilton, Universal's publicity team took home the top feature's prize for their work on Get Out, which will vie for best picture on Sunday, while Netflix's second season of Stranger Things won for the best publicity campaign in television.
Cloris Leachman presented Betty White with the afternoon's Lifetime Achievement Award, remembering the first time she met White was on the Mary Tyler Moore Show. Leachman listed off White's long list of career highlights, concluding: "To celebrate her 90th birthday, NBC threw her a televised party… they didn't give me one."
While White wasn't there to accept the award in person, over a pre-recorded video she said: "I have been in this business for more than 70 years, I know how important it is to have a good team."
"I am fairly confidant he has never farted," said Television Showman of the Year Award winner Dan Fogelman of his presenter and This Is Us star Milo Ventimiglia. "I am viciously camera shy and perpetually 11 pounds overweight and somehow the people who do what you all do in this room make me look good."
Andy Serkis, joked about his was given the Motion Picture Showman of the Year award by her Planet of the Apes director Matt Reeves.
Scott Garfield and Jennifer Rose Clasen received awards for Excellence in Still Photography, presented by Academy president John Bailey, who made a joke about being nervous he got the "wrong" envelope.
The Les Mason Award was given to Warner Bros.' Jan Craft. The International Media Award was presented to Alex Zane, while the Carri McClure received the Bob Yeager Award for Community Service.