GM signs deal with Academy Awards While the departure of the two sponsors is noteworthy—the official auto advertiser of the Academy Awards since 2009, top-spending Hyundai invested north of $12 million in last year’s broadcast, while eight-year backer Coca-Cola accounted for the third-largest commitment ($8.5 million)—the categories were snapped up in short order. According to several sources, General Motors has assumed the exclusive automaker position, while Pepsi reclaimed the nonalcoholic beverage sponsorship from its biggest rival. Pepsi is priming the pump for its first Oscars appearance since 2005 with a promotion for Regal Hollywood Theaters.
Samsung partners with Academy Awards The device manufacturer will run six commercials during the Academy Awards on Sunday. Each spot will be part of a running story about a video game publisher trying to develop a game called "Unicorn Apocalypse." The last of the episodic ads will feature an appearance by Tim Burton, director of "Beetlejuice" and "Edward Scissorhands," trying to turn "Unicorn Apocalypse" into a feature film.