Hollywood
Tallinn and Tokyo markets launch joint award to encourage co-productions
NEW DELHI: A new Tallinn Black Nights Japan-Estonia Partnership Award has been created jointly by Industry@Talinn, part of Estonia’s Tallinn Black Nights Film Festival, and TIFFCOM Co-Pro Connection, the project market that runs alongside Tokyo’s TIFFCOM market.
Industry@Talinn takes place from 25 to 29 November while TIFFCOM Co-Pro Connection was held from 22 to 24 October.
The award is intended to encourage greater cooperation between the film industries of Japan, Estonia and Northern Europe. The winning project at this week’s Tokyo event, deemed to have the most European co-production potential, will have the opportunity to find investors in Estonia next month.
“The previous year has marked a rapid increase in the two way interest in collaboration between Estonian and Japanese film-making communities with several production and post-production initiatives in discussion,” said Tallin Black Nights industry director Sten Saluveer.
The 17th Tallinn Black Night Film Festival (15 November to 1 December) includes a retrospective of director Wakamatsu Koji who died last year, alongside its regular programme of contemporary Asian films. The event has previous given awards to Tsukamoto Shinya and Ogigami Naoko.
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.
