Here’s How the Oscars Will Acknowledge the Los Angeles Wildfires

Every year, the Academy Awards offer a golden opportunity for the film industry to bellow a full-throated hooray for Hollywood. But in 2025, that enthusiasm is tempered by the somber reality of a Los Angeles area still reeling from January’s devastating wildfires, which continue to impact artisans and executives at every level of the business.

In the immediate aftermath of the fires, some industry voices called for the Oscars and other awards ceremonies to eschew handing out statues in favor of devoting that airtime to relief efforts. Ultimately, the Academy of Motion Picture Arts and Sciences determined that the show must go on, with the red carpet rolling out for the 97th Oscars at the Dolby Theater on March 2. But AMPAS CEO Bill Kramer promises that the show—which will air on ABC and stream live on Hulu for the first time—will rise to meet the moment.

“The Oscars are a unifier—we bring the community together and share it with the world,” Kramer tells ADWEEK in an exclusive interview. “There’s a real need for that right now, and there are going to be some really beautiful and powerful moments on the show this year.”

Last month, the Grammy Awards also put the wildfires front and center, finding fundraising success even as it ticked downward in the ratings. Kramer praises that show’s producers for doing a “beautiful job” that helped provide the Oscars with a road map for their own tribute to a wounded city.

“We need to make sure that we’re tying it back into the work of the Academy,” he notes. “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. You’re going to see a lot of that messaging throughout the night.”

During a press conference, executive producer Raj Kapoor said that—like the Grammys—the Oscars would aid in local fundraising efforts. “There will be a charitable component that people will be able to interact with and are free to donate if they would like to,” he noted.

Here are some of the other moments of Oscar gold you should be looking out for on Sunday night.

Duo lingo

From the royale (with cheese) Pulp Fiction trio of Samuel L. Jackson, Uma Thurman, and John Travolta to those delightful Twins Danny DeVito and Arnold Schwarzenegger, the Oscars have hosted some major reunions over the years. And Kramer teases that this year’s ceremony will bring a number of memorable duos back together again.

“You’ll see some great pairings of artists who have worked together before,” he promises, adding that those pairings will “weave together” and set the stage for a climactic moment that celebrates “community collaboration.”

“That’s very much part of our mission,” Kramer adds. “You’ll see a lot of moments celebrating the collaborative nature of moviemaking.”

One of those dynamic duos has already been announced. Wicked nominees Cynthia Erivo and Ariana Grande are expected to perform songs from the Universal blockbuster during the show. And Kapoor revealed at the press conference that Queen Latifah will headline a tribute to the late Quincy Jones.

“We’ve planned and curated this beautiful moment that we hope will uplift the room, that will celebrate the spirit of Quincy and all of his greatness,” Kapoor said.

Value adds

When Jimmy Kimmel chugged a Don Julio tequila shot during his hosting gig last year, it wasn’t only a much-needed refresher. That one small sip for a man also represented a giant leap for the Oscars as the ceremony’s first-ever in-show brand integration. Kramer credits the ad sales team at Disney—the parent company of ABC and Hulu—with breaking that particular barrier.

And it wasn’t a one-off collab. ADWEEK has learned that Disney is seeing a big uptick in custom sponsorships, which are up 50% year over year.

Kramer says that this year’s show will also be filled with integrated marketing moments, including tailored ads from Rolex, a longtime Oscars partner. One of those ads will feature the watch company’s newest brand ambassador—and a member of the Best Actor-winning class—Leonardo DiCaprio.

“You will see their ads about the magic of cinema on the Oscars,” Kramer notes. “We have a beautiful partnership with them that transcends the show.”

That’s the kind of partnership that Kramer hopes to continue building with other brands to help further the Academy’s non-profit mission. “We’re always working with brands to figure out how we can add value,” he says. “It’s about creating diversified revenue for a sustainable future for the Academy.”

Vox tux

For the record, host Conan O’Brien is doing his part to give back to Los Angeles. When the time came for him to suit up for his inaugural Oscars emcee gig, the late night icon made a point of shopping locally, enlisting the bespoke L.A. clothing company High Society to craft his custom tuxedo.

“I didn’t just want to go with whatever designer,” O’Brien said at the press conference. “We wanted to do something for the community.”

Unfortunately, the High Society tux—which O’Brien calls the “nicest thing I’ve ever put on in my life”—isn’t his to keep. After the Oscars, its next destination is most likely going to be the Academy museum. “I’m 6’4″—who else is going to get it?” the lightly miffed host joked. “Is John Tesh going to get it? I want that tuxedo!”

Kramer probably has the power to make that happen—and he’s definitely among O’Brien’s biggest fans. “He’s been so great to work with, and is bringing so many fresh ideas to the table,” the CEO raves. Those ideas include incorporating social media platforms like TikTok, something that O’Brien is well-versed in having built his own digital media company in the years since leaving linear television.

“Conan understands that world better than anyone,” Kramer notes. “I’m thrilled about his success in that space, and it’s helping us think about the show in new ways.”

Sounds like that expertise is definitely worth the price of a new tux.