Apr 16, 2026 9:42pm PT

Paramount’s First Upfront Under Skydance Touts Tech, Sports and the Company’s Rebirth

No mention of pending Warner Bros. Discovery acquisition during the fast-paced presentation; CBS News and cable channels are left out of the mix

Michael Schneider

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Michael Schneider

Variety Editor at Large

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Jerod Harris/Getty Images for Paramount

Paramount Skydance held its first upfronts presentation for advertisers Thursday, gathering media buyers, talent and reporters on the Melrose Avenue lot to hear the new-ish company’s marketing pitch.

Paramount will continue the road show in the coming days, with several more meetings and events planned in markets including New York. But this week’s event — kicked off by CEO David Ellison, who had just made an appearance earlier in the day in Las Vegas for the company’s CinemaCon presentation — was perhaps the largest.

Paramount's First Upfront Under Skydance Touts Tech, Sports and the Company's Rebirth