Jennifer Aniston and Brad Pitt had quite the reunion at Sunday night’s Screen Actors Guild Awards — documented in a now-viral photo of the pair locking eyes backstage after both winning their respective categories.
Aniston won for best female actor in a drama series (Apple TV-Plus’ “The Morning Show”), while Pitt got male actor in a supporting role (“Once Upon A Time Hollywood”).
It was the first time in over a decade that the former couple has been publicly photographed together — and the fans went wild.
Thanks to the unexpectedly viral nature of the photo via TV, digital and print news platforms — as well as social media — the reunion pic scored an impressive $19.5 million in equivalent brand value, according to Apex Marketing Group, a marketing analytics firm.
“This was earned media that neither paid for,” Apex Marketing Group President Eric Smallwood told Yahoo Finance.
Celebrities and fans alike commented and shared the picture across a variety of channels — and the mayhem was real as Pitt, Aniston loyalists reminisced on the photo’s nostalgia.
"For the short amount of time span and the the lack of buzz and coverage around the [SAG Awards] broadcast itself, this really catapulted very nicely in terms of a viral exposures,” Smallwood added.
The SAG Awards, which honor both film and television, is voted on by members of the main acting union and is typically the more muted award show — especially compared to both the Golden Globes and the Academy Awards.
‘Parasite’ eyes historic repeat at Oscars
The South Korean comedy-thriller “Parasite” made history as the first foreign-language film to win best performance by a cast in a motion picture at the SAG awards — setting the stage for the 2020 Oscars.
The film has brought in an estimated $28.5 million domestically and $143.3 million worldwide, according to Box Office Mojo. Those numbers are only expected to grow as interest surrounding the film continues to gain momentum.
If “Parasite” were to win best picture at this year’s Oscars, it’d be the first non-English-language film to ever win the title. Currently, it’s the Academy's first-ever Korean best picture nominee.
It will face some fierce competition with buzzy films like Netflix’s “The Irishman” (NFLX), Warner Bros.’ “Joker” (T), Universal Pictures’ “1917” (CMCSA) and Columbia Picture’s “One Upon A Time in Hollywood” (SNE) all receiving the most nominations.
The 92nd Academy Awards will air live February 9th on ABC.
Alexandra Canal is a Producer at Yahoo Finance. Follow her on Twitter @alliecanal8193