Hollywood
Abu Dhabi restructures film industry; to invest $100+ million
MUMBAI: Abu Dhabi’s Media Zone Authority is restructuring its film business and has set aside a corpus of over $100 million (AED 400 million) for the next five years for the same.
The money will be used for film and TV production in Abu Dhabi. Additionally it is also shutting down the Abu Dhabi Film Festival to make way in order to focus on for future targeted initiatives to further support local and Arab filmmakers and attract more film productions to Abu Dhabi in the region via the Sanad Fund. The move marks the next phase in the Abu Dhabi’s maturing film industry.
The Media Zone Authority will continue its efforts in supporting Emirati and Arab filmmakers through the Sanad Fund, which provides financial support for film projects during their development and post-production stages. The Fund enables filmmakers to develop and complete feature narrative or documentary films. Details of the next session of submissions for Sanad will be announced soon. Additionally, twofour54’s creative lab will continue its role in supporting local talent in the UAE.
Going forward, the Media Zone Authority will focus on promoting Abu Dhabi and the UAE as a regional hub for film and TV productions through Abu Dhabi Film Commission’s 30 per cent cash-back rebate on all qualifying spend of films and projects shot in Abu Dhabi.
Media Zone Authority CEO Noura Al Kaabi said, “Over the last few years we have built a strong foundation for a self-sustaining film and television industry. It is now the right time to deepen our commitment and further develop programmes to take the local industry to the next level. We attracted several major international and regional productions to shoot in the Emirate over the past two years alone, which brought large-scale investment, further built the film industry infrastructure in the region, and created significant opportunities for local talent. These projects include Universal Pictures’ Fast and Furious 7 and Disney’s Star Wars: Episode VII, as well as regional productions Al Ikhwa, Iftah Ya SimSim and ET Bil Arabi.”
Al Kaabi also noted that the UAE is represented at international film festivals through Dubai International Film Festival and Sharjah International Children’s Film Festival.
Image Nation Abu Dhabi chairman Mohamed Al Mubarak added, “Now that Image Nation Abu Dhabi has become part of the Media Zone Authority, our efforts towards building the media sector can be more coordinated and effective. Image Nation’s combination of Hollywood film relationships and its local talent and production knowledge is uniquely valuable to this new phase of our industry.”
Image Nation Abu Dhabi invested approximately AED 30 million ($8.2 million) towards local production last year. Over the next five years, the Media Zone Authority partner anticipates injecting over AED 400 million ($108 million) into the UAE economy through direct spending in the country on film and television production and jobs creation.
Local feature film production has hit a new stride with an impressive and aggressive slate. From A to B, directed by Ali Mostafa and co-produced by twofour54 and Image Nation, topped iTunes charts across the Middle East last week and is set to release theatrically in the UK and Italy this year. And Zinzana, helmed by Emirati first-time feature director Majid Al Ansari, is currently in post-production with a launch in the UAE planned later this year.
twofour54 upgraded its post-production centre this month – the most advanced facility in the region with the latest editing, audio and colour correction capabilities. This first one-stop-shop for post-production will further enhance the industry ecosystem in Abu Dhabi.
Training and development programs continue to expand for Emirati and regional filmmakers. In its fourth year, Arab Film Studio now includes both documentary and narrative programmes, and a new programme for Emirati high school students launches this summer at New York University’s Tisch School of the Arts.
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.
