Hollywood
Lionsgate inks 30+ licensee partners for ‘The Hunger Games’ franchise
MUMBAI: Lionsgate is celebrating the final chapter of its blockbuster The Hunger Games film franchise with the introduction of a new collection of themed products inspired by the franchise, including offerings specific to the upcoming final installment, The Hunger Games: Mockingjay – Part 2, which premieres in theaters on 20 November, 2015.
The merchandising program, the largest of its kind handled by Lionsgate’s internal consumer products team, includes a comprehensive, cross-category product lineup that ranges from apparel, accessories and jewelry, to the iconic Mockingjay pins from each of the films, to trend and collectible products.
The themed products are being licensed in partnership with numerous partners, including global toymaker Mattel; design and merchandising company of apparel and accessories, Bioworld Merchandising; pop-culture collectible maker Funko; monthly geek and gaming gear subscription service Loot Crate; worldwide costume and costume accessories licensee Rubie’s Costume Company; and wall art, stationary and accessories manufacturer Pyramid International.
The World of The Hunger Games collection delivers the most iconic moments from the past three films, including The Hunger Games, The Hunger Games: Catching Fire and The Hunger Games: Mockingjay – Part 1. With the release of The Hunger Games: Mockingjay – Part 2, an entirely new collection of products were developed using creative elements that focus on the climatic events from the final film.
“The release of The Hunger Games: Mockingjay – Part 2 allows us to celebrate the entire film franchise with Hunger Games fans worldwide. Our partners from around the world have created an amazing assortment of products that deliver the heart and emotion of The Hunger Games franchise,” said Lionsgate SVP franchise management, domestic consumer products Randy Shoemaker and Lionsgate SVP franchise management, international consumer products Sheila Clarke.
The World of The Hunger Games products will be available at retailers and specialty stores worldwide.
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.
