By Alesandra Dubin Posted March 9, 2010, 3:43 PM EST
LOS ANGELES On Sunday, the Academy Awards garnered big ratings, becoming the most-watched telecast in five years. Jumping on the band wagon for a week's worth of events around the ceremony were brands such as Angeleno and E! Entertainment Television, which hosted events at the new W Hollywood, not far from the Kodak Theatre. M.A.C. honored nominee—and future winner—Mo'Nique at a luncheon at Philippe Chow, and the Haven360 gift and hospitality program took to the Andaz. AIDS Project Los Angeles raised funds at the Abbey, and Children Uniting Nations at the Beverly Hilton.