Among the hashtags contributing to an Oscars Twitter takeover as the ceremony got under way was a campaigning one about much more than fashion and hairstyles.
As Hollywood's biggest female stars walked the red carpet Twitter users urged interviewers to enquire about more than their dresses, make-up and jewellery.
The #AskHerMore campaign calls for questions to cover the actress' career and aspirations, rather than her partner or outfit.
Oscar nominee Reese Witherspoon posted a snap of sample questions on Instagram ahead of the ceremony to helpfully advise those quizzing the stars as they arrived for the movie calendar's biggest date.
The Wild actress said: " There are so many amazing, talented nominees this year! Let's hear their stories! Spread the word."
Questions she said she would like to hear included: "What's the biggest risk you've taken that you feel has paid off?" and "What accomplishment are you most proud of?"
E! red carpet presenter Ryan Seacrest was praised in part for questions which were not totally focused on fashion but also faced some criticism for his interviewing style.
One Twitter user commented on the apparent differences in questioning towards men and women.
He wrote: "Seacrest asked Chiwetel Ejiofor how life changed since last yr then asked Naomi Watts about her breakfast fritatta 'AskHerMore #ERedCarpet."
But it was his questioning of Fifty Shades Of Grey star Dakota Johnson that really frustrated Twitter users.
The host asked Johnson, 25, if she had taken any of the props from the raunchy film home with her.
One user reacted with "Ugh".
The #AskHerMore movement was started by The Representation Project, which campaigns to tackle gender bias in society.