The most common and most likely answer to this crossword clue is the 12 letter word INFOMERCIALS
I've seen this crossword clue in The Times
I
N
F
O
M
E
R
C
I
A
L
S
Buddy explains!
The straight part
We know that "Are film icons pitching in these?" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case are film icons pitching in these? = infomercials.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does INFOMERCIALS mean?
INFOMERCIALS noun- A program-length television commercial, typically between thirty minutes and one hour long, that advertises a product or service by presenting supposedly impartial information about it.