MAM
Disney auditions in theme park to promote ABC shows
LOS ANGELES: This is an excellent example of a media conglomerate using its bread-and-butter property to cross-promote a struggling enterprise.
Last year, to shore up ratings for ABC’s new shows, the broadcaster’s parent Walt Disney used units such as the California Adventure theme park to generate excitement about its content. Now, Disney is looking to take things to the next level by focussing on ABCs reality-oriented content.
California Adventure, opposite Disneyland in Los Angeles-area Anaheim, California, will host the ABC promotion on 6 and 7 September. Disney will hold auditions for The Bachelor and The Bachelorette,which will have randomly selected guests acting out scenes from upcoming episodes with the actual actors.
The strategy is all about programme sampling. Disney state that this is a very targeted and proven entertainment marketing technique, to get people to see what you are talking about. This year’s cross-promotional event also involves other Disney divisions, including the cable and radio networks, online unit and publishing arm.
Separate season-launch initiatives include cross-promotions on ESPN as well as in DVD trailers.
Last year, fans saw special screenings and met some of the series’ stars like Alias’ Jennifer Garner who hung out in the company of Mickey Mouse, a report in Hollywood Reporter stated. In India, the show airs on AXN. For Disney, the payoff was an estimated $8 million in free publicity from the national and regional television, radio and print coverage of the two-day ABC Primetime Preview Weekend.
Reuters, meanwhile, states that one of Disney’s recent cross-promotional successes has been with the Johnny Depp summer film Pirates of the Caribbean. The film was based on a Disneyland theme park ride. In the past, Disney has used its parks to promote ESPN.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
