Each of the integrations sopped up several of those spots. Regular 30-second commercials during the 2023 Oscars sold for between $1.6 million and $2.1 million, an individual with knowledge of the sales told IndieWire. Halle Bailey as Ariel and Jonah Hauer-King as Prince Eric in Disney’s live-action “ The Little Mermaid” Courtesy of Disney That’s about right for Disney, a person with knowledge of the deal told IndieWire it’s “way off” for the briefer Warner Bros. “between $7 million and $10 million” apiece. On Tuesday, Matt Belloni of Puck reported the commercial buy and integration cost Disney and Warner Bros. Readers can watch that one toward the bottom on this story.
paid integration, a 90-second celebration of the studio’s 100th anniversary.
Later in the program, Morgan Freeman and Margot Robbie took the Dolby stage to introduce the Warner Bros. The trailer was not played in the room, which led to a moment of confusion for in-person attendees, multiple Oscar guests told IndieWire for this story. After their brief time on stage, the Oscars cut to an announced commercial break in the Dolby Theatre (all commercial breaks are announced to allow the audience to stretch their legs, use the bathroom, etc.) and rolled the two-minute, 20-second trailer for viewers at home.ĭisney+ Lost Another 4 Million Subscribers in March Quarter This was actually the third year of sponsored integrations at the Oscars, which are broadcast annually on ABC.ĭisney went the largest, bringing out stars of the upcoming, live-action “Little Mermaid,” Halle Bailey (who plays Ariel) and Melissa McCarthy (Ursula), to intro the film’s official trailer. The network pitched all of the movie studios on a sponsored-integration opportunity in which actors associated with their brands could could come out onto the Oscars stage and speak about a project before throwing it to commercial. Oscars stalwarts may not have appreciated that “Little Mermaid” trailer-reveal moment from the Academy Awards stage, but ABC’s ad-sales team sure did.
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