Paramount brought its U.K. sales pitch to the Royal Academy of Arts in London on Thursday evening, using an upfront presentation to show off programming and reinforce a change in how it will sell advertising.
The star roster was designed to signal scale: Kelly Reilly of Dutton Ranch, Kenneth Branagh and Peter Sarsgaard of Laird, and MobLand executive producer David Glasser appeared on stage, while Samuel L. Jackson and David Beckham joined by video. Jackson used his message to promote Frisco King, calling it “the most gangster ass show this year.”
Lee Sears, president of international ad sales and Paramount Media Labs, led the content overview and told buyers that, from 2027, Paramount will handle U.K. ad sales in-house. The shift had been previously disclosed, but the upfront gave it a public platform. Sears said it would help the company serve marketers more effectively.
An upfront is, at its core, a pitch for advertising commitments. Paramount used the event to show buyers that it has both premium scripted fare and live sports to sell.
Reilly said Dutton Ranch will begin shooting its second season at the start of next year in South Texas. She summed up the location as “lots of snakes” and praised co-stars Annette Bening and Ed Harris. Responding to a sizzle reel, she added: “Can’t wait for Clueless,” referencing the Alicia Silverstone event series.
Other programming highlights from the event:
- Laird: Branagh and Sarsgaard appeared for the upcoming Scottish Highlands drama.
- Frisco King: Jackson’s video message framed the series as a standout for the year.
- Sports: Beckham discussed Paramount+’s UEFA Champions League coverage and said Beckham & Friends Live will expand beyond the U.S. next year.
- The Day: Paramount+ released first-look images for the eight-part bank heist thriller starring Minnie Driver, Luca Pasqualino and Louisa Harland. Based on the 2018 Belgian series De Dag, it unfolds over a single day and shifts perspective between police and the robbers and hostages.
The formal part of the event closed with a video celebrating the combined Skydance company, featuring Paramount and Warner Bros. brands and ending with Tom Cruise atop the company’s water tower.
For media planners, the takeaway is structural. Rather than buying through an outside sales arrangement, U.K. advertisers will eventually negotiate directly with Paramount. That pulls pricing, packaging, sponsorship and data discussions under one roof, alongside the company’s originals and Champions League coverage. The challenge is execution: an in-house team has to build buyer relationships and trading mechanics without disrupting current campaigns as the 2027 change approaches.
Buyers should use the coming year to map how Paramount’s direct sales operation will package streaming and sports inventory, and to ask for clarity on data, sponsorship and measurement before the 2027 switch.
Source: The Hollywood Reporter
