A source indicates that this is the most diverse slate of participating brands yet, with a notable bump in those expressing interest in custom spots and sponsorship opportunities. Case in point: Christian Dior Parfum has staked its claim as the first international sponsor of the Oscars on Disney+.
In an exclusive interview with ADWEEK, Academy CEO Bill Kramer was bullish on the addition of the Hulu livestream to the show’s overall ratings performance. “I think we’re going to reach a new audience this year,” he said. “We’re very excited about that.”
Like the Grammys, the Oscars will also seek to give back to the Los Angeles community via fundraising opportunities to assist with wildfire relief. “Los Angeles is a place of resilience and creation, and we want to bring hope to our community and our audience and remind them that this is a city where we come together to make movies,” Kramer said. “You’re going to see a lot of that messaging throughout the night.”
California-based companies will similarly seek to boost the region’s economic recovery, with Hiscox Business Insurance, Charter Spectrum, and Visit California specifically spotlighting its myriad business opportunities in local spots being shown throughout the night courtesy of Disney Advertising Local.
No doubt about it—the 97th Oscars has plenty of Substance.