Hollywood
Mel Gibson hops on as art director on World War II movie
MUMBAI: Actor and filmmaker Mel Gibson has joined the crew of 3D war movie The Bombing.Speaking at a press conference at the movie’s Xiangshan production base, Gibson announced his new role as art director of the $65 million star-studded movie, which features more than 30 renowned actors and actresses including Bruce Willis.
Known to Chinese audiences for his role in Braveheart, Oscar-winning director and actor Gibson was invited to join the production of The Bombing by Chinese producer and director Dr. Shi Jianxiang, who is also the founder and CEO of Shanghai Kuailu Investment Group.
“Mel is interested in what happened during that period of time, and provided relevant suggestions on how to make the movie. He is very insightful.” said Dr. Shi.
It has been twenty years since Gibson’s last visit to China, and he spoke highly of the project at hand. “I have seen so many changes in China. The Bombing has an excellent world-class team with outstanding producers, directors, cast and crew. Our crew is marvelous, modest but enthusiastic. It has been a very interesting experience filming this movie. We share similar objectives no matter who we are, actors or directors. So I am grateful to have such opportunities to express my thought no matter how much I have contributed to the movie.”
The Bombing is based on the bombing of Chongqing by the Japanese air force in World War, and portrays the hardship suffered by Chinese people at that time. Of all the major air raids throughout WWII, the bombing of Chongqing is the only one that has not been featured on screen.
Dr. Shi stated that his reason for making the film is to demonstrate China’s national spirit against fascism, saying, “I hope audiences around the world can appreciate the cruelty of war and our courage, determination and capability to fight against it. China needs such movies that deliver hope and spirit.”
Dr. Shi further explained that he invested the movie to mark the 70th anniversary of the Allied victory over fascism in memory of that miserable period of time in Chinese history. “We cannot forget what happened in the past. History made us what we are today,” he emphasized.
His thoughts are echoed by director Xiao Feng’s expectations. “We chose a charismatic cast and crew in order to encourage more youngsters to remember history,” he said.
Therefore despite the tremendous cast including Bruce Willis and Liu Ye, behind-the-scenes productions have been a focus as well. Oscar-winners Vilmos Zsigmond and Ronald Bass were invited to join the production as photography consultant and screenplay consultant respectively. Also, sound effects and 3D special effects will be produced by multiple top teams.
Dr. Shi was optimistic about box office ratings of The Bombing and believes the movie can attract international audiences for its good quality. He also suggested that he has had other co-production movies ongoing currently and hopes that the cooperation between Hollywood and the Chinese movie industry could bring a brighter future to the domain.
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.
