Grunenthal had by the start of the new century provided nearly 4m tablets - for free - around the world for ENL, although the World Health Organisation has subsequently advised against its use for this because of the risks.
Charles Koones, who publishes Variety for Reed Elsevier (nyse: ENL - news - people ), attributes increases this year to the lack of a clear front-runner for most awards, which gives studios more incentive to buy.