As of Jan. 1, the Golden State's green rush is legit. Although licensing issues will tie up some retailers for several more months, there already is money to be made in Hollywood with recreational pot.
California's legalized sales revenues could reach $20 billion in 2018, according to cannabis financial site Green Market Report, opening up opportunities for celebrity branding and endorsement deals and placing weed brands in line with fashion and liquor brands for event sponsorship and product placement. Marketing firms are abuzz with talk of awards-show cannabis gifting suites and a hemp-themed lounge at the Sundance Film Festival. (Hemp itself is a federally legal plant.) "The times, they have changed," says advocacy group Spark the Conversation's Bianca Green, who has campaigned for legalization at events attended by Gigi Hadid and Kendall Jenner.