Hollywood
Hollywood’s perception of Bollywood: Ashok Amritraj
MUMBAI: More than just a Q& A session, it turned out to be a live session of Koffee with Karan at the Ficci Frames. Except that, this time around there were no Bollywood stars on the show. Karan Johar, one of the most successful Bollywood Producers had his frothy Koffee with Ashok Amritraj, the most successful Indian producer to have made a mark in Hollywood.
To begin with Johar got Amritraj talking about his initial struggle days in Hollywood. Taking the audience through his early days, this tennis star and now a Hollywood tycoon said, “In the early 1980s, I had gone to the U.S., to play tennis but I had always wanted to make movies. I soon realized that it was a very white world out there, and it wasn’t really multicultural as it is today.”
And, with time Amritraj managed to break into the Hollywood circuit and has produced more than 80 films in the past 20 years. Currently, he is the chairman and CEO of Hyde Park entertainment and some of his best known films are Bandits, Bringing down the House and Raising Helen.
Talking of how Hollywood perceives Bollwood, the film tycoon said, “There is a lot of hype being generated in the US about India as the country is slowly being recognized as a global economy. Also, there is a lot of curiosity about our culture and tradition, but, somehow that does not mean that Indian films are getting more eyeballs in America.”
The discussion got more interesting as Johar queried Amritraj on how Indian film makers can penetrate the global markets and on the making of crossover films. “I think the European market is now more receptive to Indian movies, especially countries like Germany and France, but films like Parineeta , Kuch Kuch Hota could have been distributed better globally.” said Amritraj. “But, somehow for Hollywood, Bollywood films still don’t really exist. Americans are still not able to understand the ethos, emotions and drama which is the core of our movies.”
On whether filmmakers need to make different kind of films for the international audience, Amritraj said, “”There is always a risk of losing out on the audiences back home. So, it is a clear choice which filmmakers have to make. One of solutions was maybe Indian producers need to have co-production treaties with the international studios for better distribution of Indian films globally.”
The discussion turned to be not just informative, but, also brought home lessons for Indian filmmakers wanting to carve a niche in the international market.
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.
