Movies
NBA releases short film ‘The Heist II’ ahead of Emirates NBA Cup
Mumbai: The National Basketball Association (NBA) has announced the global premiere of ‘The Heist II,’ now available on all NBA social and digital platforms. The film celebrates the 2024 Emirates NBA Cup, which begins group play on Tuesday, 12 Nov, featuring a doubleheader on TNT: the New York Knicks at the Philadelphia 76ers at 7:30 pm ET, followed by the Golden State Warriors hosting the Dallas Mavericks at 10 pm ET.
Set in Las Vegas, ‘The Heist II’ continues last season’s campaign. The film opens with reigning NBA Cup Champion Anthony Davis of the Los Angeles Lakers guarding the team’s prized NBA Cup trophy. Still celebrating last season’s win, Davis orders champagne to his penthouse suite, unaware that five other NBA All-Stars—Stephen Curry (Golden State Warriors), Shai Gilgeous-Alexander (Oklahoma City Thunder), Tyrese Haliburton (Indiana Pacers), Jrue Holiday (Boston Celtics), and Jamal Murray (Denver Nuggets)—are plotting to steal the trophy. Emmy-award-winning actor Michael Imperioli reprises his role as the mastermind of the operation, joined by award-winning actress Rosario Dawson.
Despite the players’ stealthy efforts, including decoys and disguises, Dawson and Imperioli stay two steps ahead, ultimately forcing the players to compete for the trophy again.
‘Building off the energy of last year’s successful campaign, THE Heist II continues the fun, exciting story about vying for a new championship for both NBA players and fans alike,’ said NBA CMO Tammy Henault. ‘We expect the familiar story arc of a theatrical heist to resonate with a broad audience and further cement that the Emirates NBA Cup brings a new level of excitement to the early part of the season.’
The full cast of The Heist II includes:
– Michael Imperioli (‘Goodfellas,’ ‘The Sopranos,’ ‘The White Lotus,’ ‘The Heist’ and more)
– Rosario Dawson (‘He Got Game,’ ‘Rent,’ ‘Ahsoka’)
– Stephen Curry (Golden State Warriors)
– Anthony Davis (Los Angeles Lakers)
– Shai Gilgeous-Alexander (Oklahoma City Thunder)
– Tyrese Haliburton (Indiana Pacers)
– Jrue Holiday (Boston Celtics)
– Jamal Murray (Denver Nuggets)
Complimentary spots will debut ahead of the Knockout Rounds and Semifinals and Championship featuring Naismith Memorial Basketball Hall of Famer Grant Hill alongside Imperioli and Dawson discussing the final race to the NBA Cup.
Created in conjunction with creative agency Translation, the spot was directed by Paul Hunter and produced by PRETTYBIRD. Additional: 30, 15 and 10-second versions will also air, supported across channels, including linear and connected TV, with complementary creative in out-of-home, digital, social, audio, and print assets.
All 30 teams have been randomly drawn into groups of five within their conference based on win-loss records from the 2023-24 regular season. Beginning Tuesday, 12 Nov, and continuing through Tuesday, 3 Dec, each team will play four designated group play games on ‘Cup Nights’ on Tuesdays and Fridays. Broadcast partners ESPN and TNT will air 14 games during group play.
Eight teams will advance to the knockout rounds, consisting of single-elimination games in the Quarterfinals, played in NBA team markets on Tuesday, 10 Dec, and Wednesday, 11 Dec. This will culminate with single-elimination Semifinals on Saturday, 14 Dec, and the Championship on Tuesday, 17 Dec, at T-Mobile Arena in Las Vegas.
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.
