Orlando Bloom has hailed lucrative celebrity advertising contracts as the saviour of Hollywood, because it allows superstars to focus their talents on smaller projects without forsaking their extravagant lifestyles.

The Kingdom of Heaven actor, who once starred in a GAP advertisement alongside Kate Beckinsale, insists celebrity product endorsement is a positive contribution to the movie industry.

He says, "The world's an ever changing place. You see movie stars advertising all sorts of things today, for whatever reason, and it may be that it affords them the luxury to do smaller movies, or to go and do a play.

"Otherwise you have to keep doing movies where you get paid millions and millions of dollars to maintain a certain lifestyle."