Due to the positive exposure and prestige of the Academy Awards, many studios spend millions of dollars and hire publicists specifically to promote their films during what is typically called the "Oscar season". This has generated accusations of the Academy Awards being influenced more by marketing than by quality. William Friedkin, an Academy Award-winning film director and former producer of the ceremony, expressed this sentiment at a conference in New York in 2009, describing it as "the greatest promotion scheme that any industry ever devised for itself".