Movies
South Indian International Movie Awards set to enthral Dubai in August
NEW DELHI: The fourth edition of the South Indian International Movie Awards (SIIMA) is slated to be held in Dubai on 6 and 7 August.
Title sponsored by Micromax, the awards enjoy the highest popularity in South India with over 45 per cent of South Indian TV viewers watching the award ceremony every year.
The nomination process of the movie awards is executed by a panel of veteran judges from Tamil, Telugu, Kannada, and Malayalam industries, followed by online voting for the final verdict of winner selections.
The event will take place at the Dubai World Trade Centre. SIIMA chairman Brinda Prasad said, “This year, SIIMA is back in Dubai and we are looking forward to a grand night that will only get bigger and better with over 20 stars performing over two days in Dubai.”
Kick starting this year’s Micromax SIIMA Celebrations is Ivede, a Malayalam crime and drama thriller holding its premiere in Dubai with the star cast- Prithviraj Sukumaran, Nivin Pauly and Bhavana.
Sukumaran said, “I am excited about the premier of Ivede happening in Dubai. SIIMA believes in taking the South Indian film industry globally and it gives us immense pleasure to be associated with the event. Also, Dubai has always been a great market for South Indian movies and I would love to see the movie response with our Dubai audience”
Micromax Informatics CMO Shubhajit Sen added, “Micromax is proud to partner with SIIMA, which has been a part of the magical journey of South Indian cinema. Being an iconic youth brand, we have been consistently connecting Indians to their passions and nothing, not even cricket, evokes as much engagement as movies. I would like to thank all the members of the organizing committee for their effort of bringing together best talent in the industry and felicitate their notable contribution to South Indian cinema.”
Those present at a press meet in Chennai to announce the awards included Rana Daggubati, Shriya Saran, Pranitha Subhash and Yash.
Saran said, “To be representing the South film industry globally, is both a responsibility and a privilege and SIIMA is just the right platform to be a part of. I am now eagerly looking forward to the awards ceremony in Dubai.”
Hollywood
Disney sells out ad slots for 98th Oscars broadcast
Strong demand for live events turns the Academy Awards into a global, multi-platform marketing moment
NEW YORK: Hollywood’s biggest night has also become one of advertising’s hottest tickets. Disney has sold out all advertising inventory for the 98th Oscars, underscoring the growing demand from brands eager to ride the cultural wave of major live events.
The sell-out marks the sixth consecutive live tentpole success for Disney Advertising. The streak includes last year’s 97th Oscars, the 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, signalling strong appetite among marketers for moments that bring audiences together in real time.
For advertisers, the Oscars are no longer just a single night of glitz and gold statues. Disney’s “Content Everywhere” strategy has expanded the awards show into a sprawling, multi-platform brand playground spanning linear television, streaming, social media and digital content.
“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity and community,” said Disney Advertising SVP, entertainment and streaming solutions John Campbell. He added that the company has reshaped the show’s commercial potential into a connected experience that stretches well beyond the broadcast.
Brands such as Mazda, Pfizer and Volkswagen of America are tapping into Disney’s wider ecosystem, appearing across original content segments including Know Your Movies on Hulu and Critically Acclaimed on Disney+. Partnerships also extend to social media through TikTok Pulse Premiere and to custom brand storytelling created by Disney CreativeWorks.
The result is what Disney calls the “Oscars Everywhere” approach. Rather than a few high-profile ad breaks, advertisers now find themselves woven through a series of moments before, during and after the ceremony.
These include On The Red Carpet at The Oscars, a live pre-show syndicated across major local markets and streamed nationwide, and the After the Oscars Show, which keeps the conversation going once the final award has been handed out.
This year’s sponsors include Rolex, returning for its ninth year, and Burger King, which joins the Oscars advertiser roster for the first time. Other brands in the mix include Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oréal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota and Verizon.
The 98th Oscars will take place on March 15, 2026, at the Dolby Theatre at Ovation Hollywood. The ceremony will be broadcast live on ABC and streamed on Hulu, reaching audiences in more than 200 territories worldwide.
