Movies
Amay Mehrishi’s short film Abracadabra premieres at Berlinale 2026
London Film School project screens in Generations Kplus at Berlin festival.
MUMBAI: Sometimes the biggest stories unfold in the smallest spaces. In this case, on a school bus. Emerging filmmaker Amay Mehrishi made his international debut with the short film Abracadabra, which premiered at the 76th edition of the Berlin International Film Festival in the Generations Kplus section. The film was developed as Mehrishi’s Master’s graduation project at the London Film School.
Set entirely during a single ride home on a moving school bus, the story centres on twelve year old Agastya, whose day takes an unexpected emotional turn when his best friend Naman chooses to sit somewhere else. What begins as a seemingly small moment slowly unfolds into a delicate exploration of childhood friendship, identity and guilt.
A simple magic trick threads through the narrative, giving the film its title while quietly tying together the emotional shifts that unfold during the journey. The storytelling leans on observation and restraint, capturing the fragile inner world of growing up without grand gestures.
Filming the project came with its own creative constraints. The entire production took place inside a bus in motion and featured 32 young non actors aged between seven and thirteen, bringing a naturalistic feel to the film’s classroom like ensemble.
The world premiere at Berlinale received warm applause from a multi generational audience. Several viewers shared that the film evoked memories of their own childhood journeys and friendships.
Mehrishi described the festival premiere as a major milestone in his early filmmaking career.
“With its world premiere at Berlinale, our film received an immense platform and a global audience to begin its journey. It is a dream as a filmmaker to be considered for such a prestigious festival, and hopefully it will open doors for the entire team,” he said.
Following the debut, Mehrishi has begun developing a satirical drama and has also started research on his first feature film, with plans to work across both independent and commercial cinema in the coming years.
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.
