Hollywood
Paramount’s US antitrust waiting period on WBD bid expires
DOJ review continues as rival Netflix bid clouds the deal’s future
LOS ANGELES: Paramount said on Friday that the US antitrust waiting period for its $108.4 billion all-cash bid for Warner Bros Discovery expired on 19 February, clearing an early procedural hurdle in its attempt to buy the owner of HBO Max.
The expiry of the 10-day waiting period under the Hart-Scott-Rodino Act means there is no statutory bar in the United States to closing the proposed transaction. It does not, however, bring regulatory scrutiny to an end.
The US Department of Justice can continue investigating the deal, seek additional information and still sue to block it before completion. In 2023, the department moved to stop JetBlue’s proposed acquisition of Spirit Airlines months after the waiting period had lapsed.
Complicating matters further, Paramount does not yet have a definitive agreement with Warner Bros Discovery. The studio group has separately entered into a deal with Netflix, which has offered $27.75 per share, valuing the studios and streaming assets at $82.7 billion.
“Paramount Skydance continues to mislead stockholders and distract from the facts,” said Netflix chief legal officer David Hyman. “They have not secured the approvals needed to close and they are a long way from doing so.”
Any Netflix-Warner Bros Discovery tie-up would itself face intense scrutiny from US and European competition authorities. These authorities would examine whether combining Netflix’s global streaming scale with Warner Bros Discovery’s century-old studio assets could curb competition or narrow consumer choice.
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.
