Hollywood
Iconic video game comes together as classic characters in ‘Pixels’
NEW DELHI: An extraordinary number of iconic video game companies, whose classic characters – including PAC-MAN, Donkey Kong, Centipede, Galaga, Frogger, Q*bert, and Space Invaders – will be featured in the highly-anticipated action comedy Pixels by Sony Pictures Entertainment.
Pixels stars Adam Sandler, Kevin James, Michelle Monaghan, Peter Dinklage, Josh Gad, and Brian Cox, and directed by Chris Columbus. The film will be released in the United States on 15 May next year.
In Pixels, when intergalactic aliens misinterpret video-feeds of classic arcade games as a declaration of war against them, they attack the Earth, using the games as models for their various assaults.
President Will Cooper (James) has to call on his childhood best friend, 1980s video game champion Sam Brenner (Sandler), now a home theatre installer, to lead a team of old-school arcaders (Dinklage and Gad) to defeat the aliens and save the planet. Monaghan plays the team’s unique weapons specialist.
The action-comedy is directed by Chris Columbus from a story by Tim Herlihy and a screenplay by Tim and Timothy Dowling, based on the original short film of the same name by Patrick Jean. The film is produced by Adam Sandler, Chris Columbus, Mark Radcliffe, and Allen Covert. Executive producers are Barry Bernardi, Michael Barnathan, Jack Giarraputo, Heather Parry, Tim Herlihy, Steve Koren, Patrick Jean, Benjamin Darras, Johnny Alves, Matias Boucard, Seth Gordon, and Ben Waisbren. The film, a Columbia Pictures presentation in association with LStar Capital, is a Happy Madison / 1492 Films production in association with One More Production.
Companies with classic arcade games that are teaming with Sony Pictures on the film include Atari Interactive: (Asteroids, Breakout, Centipede and Missile Command); Konami Digital Entertainment Co., Ltd. (Frogger); BANDAI NAMCO Games Inc. (PAC-MAN, Galaga, and Dig Dug); Nintendo (Donkey Kong)’ Columbia Pictures Industries, Inc. (Q*bert); Taito Corporation (Space Invaders); and Warner Bros. Interactive Entertainment (Joust, Defender, Robotron and Wizard of Wor).
Commenting on the announcement, the film’s director Chris Columbus said, “There would be no way to make the movie without these legendary characters – they are as important to the film as the roles that Adam, Kevin, Michelle, Peter, Josh, and Brian are playing. It was a real thrill to see everything come together exactly as we envisioned it, and we’re grateful to have all of these fantastic companies on board.”
Producer Allen Covert added, “These classic characters are part of the DNA of the project, so it was critical that we work together to bring them on board. Fortunately, they were all extremely receptive. We approached them with a deep love for their characters and a respect for the elements that make them unique and iconic, and we’ve worked with the companies to incorporate those elements into the film.”
“There’s no better way for the core Comic-Con audience to interact with the movie than to get a hands-on refresher on the games that will be a part of it,” concluded Sony Pictures president, theatrical marketing Dwight Caines.
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.
