Dentsu Has Invested in New Angry Birds Film Production
The agency is expanding its role into film production to capture more entertainment marketing and consulting work.
Updated on Oct. 6, 2026 in Advertising
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Dentsu has moved beyond traditional agency services to become a producer for The Angry Birds Movie 3. The firm is contributing to a US$66 million marketing and distribution budget while managing the global media strategy for the film's December 2026 release.
Why it matters
By taking an equity stake in film projects, Dentsu aims to capture more consulting and advertising spend from entertainment studios. The shift allows the agency to offer clients earlier access to film IP for cross-promotions and activations.
Dentsu is contributing to a US$66 million marketing and distribution budget, building on a franchise that grossed over US$500 million globally in its first two iterations. The firm is now coordinating activations across more than 50 markets for the upcoming project.
The players
Dentsu
A Japanese multinational advertising and public relations firm that is increasingly integrating film production into its core service offerings.
Paramount Pictures
A major American film studio and distributor responsible for bringing the third Angry Birds installment to global markets.
The details
Dentsu manages media strategy and activation through its hubs in London, New York, and Los Angeles. By serving as both a producer and the global agency of record, Dentsu integrates client promotions directly into the film's IP, effectively shortening the time between production and commercial application. The agency is leveraging this model to scale its entertainment business across multiple genres.
Timeline
June 2024: Dentsu was officially named as a producer for the film.
April 2025: Paramount Pictures announced its role as the film's distributor.
2025: Dentsu partnered with the PGA of America on an animated sports project.
February 2026: Dentsu made an investment in the film Good Luck, Have Fun, Don't Die.
December 2026: The Angry Birds Movie 3 is scheduled for global release.
Market Landscape
This move marks a shift toward deeper vertical integration, following a documented industry trend of advertising holding companies moving into content financing and co-production. Dentsu's direct involvement in film production represents an intensification of the trend toward equity-based entertainment partnerships.
Operators in the entertainment and advertising space should monitor whether Dentsu's integrated production-and-agency model yields better reach than traditional agency-only engagements. Agencies should evaluate if their client contracts permit similar co-investment opportunities to secure deeper IP access.
The takeaway
Dentsu's move signals a broader transition where advertising agencies are leveraging capital to secure influence over the creative process itself. Owners should track how these agency-producers prioritize their own produced IP in media planning versus third-party client campaigns.
Further reading
For more on how agencies are evolving their service models, visit the Advertising section.
Source note: This article includes information reported by Campaign Middle East.
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