Hollywood
12 Years a Slave to be part of public high school curriculum
MUMBAI: The National School Boards Association (NSBA) is partnering with New Regency, Penguin Books, and the filmmakers to distribute copies of the film, book and study guide of the acclaimed motion picture, 12 Years a Slave to America’s public high schools.
The initiative, coordinated by Montel Williams, host of The Montel Williams Show, one of the longest tabloid talk shows in recent times, will start to distribute 12 Years a Slave nationwide in September 2014 in concert with the new school year. It is modeled against an initiative Williams launched to distribute the Civil War film Glory to public high schools that ultimately led to The Montel Williams Show.
In a press release Montel said, “12 Years a Slave is one of the most impactful films in recent memory, and I am honored to have been able to bring together Fox Searchlight and National School Boards Association to maximise its educational potential. When Hollywood is at its best, the power of the movies can be harnessed into a powerful educational tool. This film uniquely highlights a shameful period in American history, and in doing so will evoke in students a desire to not repeat the evils of the past while inspiring them to dream big of a better and brighter future, and I’m proud to be a part of that.”
“Since first reading 12 Years a Slave, it has been my dream that this book be taught in schools. I am immensely grateful to Montel Williams and the National School Boards Association for making this dream a reality and for sharing Solomon Northup’s story with today’s generation,” said Steve McQueen, director of 12 Years a Slave.
12 Years a Slave is an award-winning film that depicts the harrowing tale of a New York State-born free black man kidnapped in Washington, D.C. in 1841 and sold into slavery. This groundbreaking film won the 2014 Golden Globe Award for Best Motion Picture – Drama, the Critics’ Choice Award for Best Picture, the Producers’ Guild Association (PGA) Award for Best Picture, the British Academy of Film & Television Arts (BAFTA) Award for Best Film and is nominated for nine Academy Awards, including Best Motion Picture of the Year.
According to the press release, NSBA President David A. Pickler is quoted saying, “The National School Boards Association is honored to partner with Fox Searchlight Pictures and Penguin Books to ensure that every public high school student in America has the opportunity to stare the stark realities of slavery in the eye through books and film. We believe that providing America’s public high school students the opportunity to bear witness to such an unrelenting view of the evils of slavery is essential toward ensuring that this history is never forgotten and must never be repeated.”
Williams also has joined NSBA as a celebrity spokesperson in its Stand Up 4 Public Schools campaign that showcases the great things happening in America’s public schools.
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.
