Not the moviegoers...consumers pay. Companies literally battle to get their products into these gift bags. They believe that if celebrities use their stuff, idiots like you and I will buy their products because they use it. The sad part is that for the most part, they're correct.
I'd love to see them get an empty bag except for a card in there that says, "A donation in your name has been made to the Human Fund."
(As George did on Seinfeld.)