Comcast’s Xfinity Connects Wicked Stars Cynthia Erivo and Ariana Grande to the Magic of Oz
Comcast and Xfinity have released a new short film titled 'Stay Connected to Your Dreams' to promote Universal Pictures' upcoming release of Wicked on November 22. The film features stars Cynthia Erivo and Ariana Grande, chronicling their journeys from childhood to landing their roles as Elphaba and Glinda.
The short film, directed by Wicked's cinematographer Alice Brooks, includes easter eggs from both the film and Broadway show. Notably, it will be the world's first 4DX advertisement, showing in Regal Theatres with synchronized motion seats and environmental effects.
Comcast e Xfinity hanno rilasciato un nuovo cortometraggio intitolato 'Resta Connesso ai Tuoi Sogni' per promuovere l'imminente film di Universal Pictures, Wicked, in uscita il 22 novembre. Il cortometraggio vede le star Cynthia Erivo e Ariana Grande e racconta i loro percorsi dall'infanzia fino all'ottenimento dei ruoli di Elphaba e Glinda.
Il cortometraggio, diretto dalla direttrice della fotografia di Wicked, Alice Brooks, include easter egg sia dal film che dallo spettacolo di Broadway. In particolare, sarà il primo annuncio 4DX al mondo, proiettato nei Regal Theatres con posti a movimento sincronizzato ed effetti ambientali.
Comcast y Xfinity han lanzado un nuevo cortometraje titulado 'Conéctate con tus sueños' para promover el próximo estreno de Universal Pictures, Wicked, el 22 de noviembre. El cortometraje cuenta con las estrellas Cynthia Erivo y Ariana Grande, cronicando sus trayectorias desde la infancia hasta conseguir sus papeles como Elphaba y Glinda.
El cortometraje, dirigido por la directora de fotografía de Wicked, Alice Brooks, incluye huevos de pascua tanto de la película como del espectáculo de Broadway. Notablemente, será el primer anuncio 4DX del mundo, proyectado en los Regal Theatres con asientos en movimiento sincronizado y efectos ambientales.
컴캐스트와 엑스핀리티는 유니버설 픽처스의 다가오는 영화 위키드의 11월 22일 개봉을 홍보하기 위해 '당신의 꿈에 연결되세요'라는 제목의 새로운 단편 영화를 발표했습니다. 이 영화는 스타인 신시아 에리보와 아리아나 그란데가 어린 시절부터 엘파바와 글린다 역할을 맡기까지의 여정을 담고 있습니다.
이 단편 영화는 위키드의 촬영감독인 앨리스 브룩스가 감독했으며, 영화와 브로드웨이 쇼 모두에서 이스터 에그를 포함하고 있습니다. 특히, 세계 최초의 4DX 광고로, 리갈 극장에서 동기화된 움직임 좌석과 환경 효과로 상영될 것입니다.
Comcast et Xfinity ont lancé un nouveau court-métrage intitulé 'Restez connecté à vos rêves' pour promouvoir la sortie prochaine de Universal Pictures, Wicked, le 22 novembre. Le film met en vedette les stars Cynthia Erivo et Ariana Grande, retraçant leur parcours depuis l'enfance jusqu'à l'obtention de leurs rôles respectifs d'Elphaba et Glinda.
Le court-métrage, réalisé par la directrice de la photographie de Wicked, Alice Brooks, inclut des œufs de Pâques à la fois du film et du spectacle de Broadway. Notamment, ce sera la première publicité 4DX au monde, diffusée dans les Regal Theatres avec des sièges en mouvement synchronisé et des effets environnementaux.
Comcast und Xfinity haben einen neuen Kurzfilm mit dem Titel 'Bleibe mit deinen Träumen verbunden' veröffentlicht, um den bevorstehenden Release von Universal Pictures, Wicked, am 22. November zu bewerben. Der Film zeigt die Stars Cynthia Erivo und Ariana Grande und dokumentiert ihren Werdegang von der Kindheit bis zu ihren Rollen als Elphaba und Glinda.
Der Kurzfilm, der von der Kamerafrau von Wicked, Alice Brooks, inszeniert wurde, enthält versteckte Anspielungen aus dem Film und dem Broadway-Stück. Besonders bemerkenswert ist, dass es die erste 4DX-Werbung der Welt sein wird, die in Regal Theatres mit synchronisierten Bewegungssitzen und Umwelteffekten gezeigt wird.
- Strategic marketing synergy between Comcast's media and entertainment divisions
- Innovation in advertising with first-ever 4DX advertisement implementation
- Cross-platform distribution across television, social media, and theaters
- None.
Insights
This promotional campaign for Wicked, while creatively executed, has minimal direct financial impact on Comcast's bottom line. The marketing initiative, featuring a short film with Ariana Grande and Cynthia Erivo, is primarily a brand awareness play for Xfinity and cross-promotion with Universal Pictures (a Comcast subsidiary). While innovative with its 4DX theater implementation, this type of marketing activity is routine for Comcast and represents standard promotional spending.
The campaign leverages existing IP and talent relationships within the Comcast-NBCUniversal ecosystem but doesn't represent a material business development or significant revenue opportunity. The theatrical release of Wicked itself may impact Universal's performance, but this marketing campaign alone isn't a market-moving event for a company of Comcast's size (
To Celebrate the Release of Universal Pictures’ New Cinematic Event on Nov. 22, Comcast and Xfinity Premiere the New Short Film, “Stay Connected to Your Dreams,” which Taps into the Power of Connection, Friendship and Achieving Your Dreams
Features Hidden Easter Eggs for Wicked Fans, Including Props from the Film and Broadway Show
World’s First Immersive 4DX Advertisement Playing in 4DX Regal Theatres Across the Country
To Celebrate the Theatrical Release of Universal Pictures “Wicked”, Comcast and Xfinity Premiere the New Short Film, “Stay Connected to Your Dreams” (Photo: Business Wire)
Wicked, the untold story of the witches of Oz, based on the generation-defining blockbuster stage musical, stars Cynthia Erivo and Ariana Grande. The spot follows their journeys from childhood to present day, where they take on the iconic roles of Elphaba and Glinda. Along the way, Wicked fans will be delighted by easter eggs, including props from the film and Broadway show, and will experience emotional, real-life moments featuring the two stars. The short film was unveiled today on Erivo and Grande’s social channels and can be viewed across television, social media and on https://www.xfinity.com/overview#wicked.
“Stay Connected to Your Dreams”, which is directed by Alice Brooks, Wicked’s acclaimed director of photography, taps into the power of connection, friendship and achieving your dreams. It begins with Grande and Erivo’s childhoods, and how Wicked fueled their love for music and film. It then moves through their teen years and into adulthood where Grande shared the fateful tweet in 2011 that playing Glinda in Wicked would be her dream role. The short film concludes with the actual footage from the videoconferencing call back in 2021, where both women learned they’ve been cast in the coveted roles of Elphaba and Glinda.
“Our team at Xfinity is thrilled to play a part in bringing the excitement of Wicked to life in this short film featuring Ariana Grande and Cynthia Erivo,” said Clayton Ruebensaal, Chief Creative Officer, Xfinity. “We set out to tell a story that showcased how the power of connection, plus a bit of technology and magic, brought these two actors together and into the roles of Glinda and Elphaba. Connecting people and bringing them closer to incredible experiences and content like Wicked, is core to the Xfinity brand. We are excited to be part of this proud moment for the company.”
In addition, the short film will be the first-ever 4DX spot shown across the country. Theater-goers will feel the magic of Oz, complete with an immersive cinema experience combining on-screen visuals with synchronized motion seats and environmental effects like bubbles, wind and lightning. The short film will run in select 4DX Regal theaters, in partnership with National CineMedia and CJ 4DPlex, ahead of the global release of Universal Pictures’ Wicked on Nov. 22.
The campaign concept was led by Comcast/Xfinity and its agency, Goodby Silverstein & Partners (GS&P), alongside the Wicked film. The ad was directed by Superprime’s Alice Brooks asc in collaboration with Wicked director Jon M. Chu.
For more information about Xfinity’s connectivity experience go to www.xfinity.com and view “Stay Connected to Your Dreams” at https://www.xfinity.com/overview#wicked.
About Universal Pictures’ Wicked
One of the most beloved and enduring musicals on the stage, Wicked makes its journey to the big screen as a spectacular cinematic event this holiday season.
Directed by acclaimed filmmaker Jon M. Chu (Crazy Rich Asians, In the Heights), Wicked is the first chapter of a two-part immersive, cultural celebration. Wicked Part Two is scheduled to arrive in theaters on November 21, 2025.
Wicked, the untold story of the witches of Oz, stars Emmy, Grammy and Tony winning and Oscar®-nominated powerhouse Cynthia Erivo (Harriet, Broadway’s The Color Purple) as Elphaba, a young woman misunderstood because of her green skin who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman gilded by privilege who has yet to discover her true heart.
The two meet as students at Shiz University in the fantastical Land of Oz and forge an unlikely but profound friendship. Following an encounter with The Wonderful Wizard of Oz, their friendship reaches a crossroads and their lives take very different paths. Their extraordinary adventures in Oz will ultimately see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.
The film also stars Oscar® winner Michelle Yeoh as Shiz University’s regal headmistress Madame Morrible; Olivier Award winner and Emmy nominee Jonathan Bailey (Bridgerton, Fellow Travelers) as Fiyero, a roguish and carefree prince; Tony nominee Ethan Slater (Broadway’s Spongebob Squarepants, Fosse/Verdon) as Boq, an altruistic Munchkin student; Marissa Bode in her feature-film debut as Nessarose, Elphaba’s favored sister; and pop culture icon Jeff Goldblum as the legendary Wizard of Oz.
The cast of characters includes Pfannee and ShenShen, two conniving compatriots of Glinda played by Emmy nominee Bowen Yang (Saturday Night Live) and Bronwyn James (Harlots); a new character created for the film, Miss Coddle, played by Tony nominee Keala Settle (The Greatest Showman) and four-time Emmy winner Peter Dinklage (Game of Thrones) as the voice of Dr. Dillamond.
Wicked is produced by Marc Platt p.g.a. (La La Land, The Little Mermaid), whose films, television shows and stage productions have earned a combined 46 Oscar® nominations, 58 Emmy nominations and 36 Tony nominations, and by multiple Tony winner David Stone (Kimberly Akimbo, Next to Normal), with whom Platt produced the blockbuster Wicked stage musical. The executive producers are Stephen Schwartz, David Nicksay, Jared LeBoff, Winnie Holzman and Dana Fox.
Wicked is based on the generation-defining musical stage play with music and lyrics by legendary Grammy and Oscar® winning composer and lyricist Stephen Schwartz and book by Winnie Holzman, from the bestselling novel by Gregory Maguire. The screenplay is by Winnie Holzman and Winnie Holzman & Dana Fox. The film score is by John Powell & Stephen Schwartz, with music and lyrics by Stephen Schwartz.
The Broadway stage musical is produced by Marc Platt, Universal Pictures, the Araca Group, Jon B. Platt and David Stone.
About Comcast Corporation
Comcast Corporation (Nasdaq: CMCSA) is a global media and technology company. From the connectivity and platforms we provide, to the content and experiences we create, our businesses reach hundreds of millions of customers, viewers, and guests worldwide. We deliver world-class broadband, wireless, and video through Xfinity, Comcast Business, and Sky; produce, distribute, and stream leading entertainment, sports, and news through brands including NBC, Telemundo, Universal, Peacock, and Sky; and bring incredible theme parks and attractions to life through Universal Destinations & Experiences. Visit www.comcastcorporation.com for more information.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241112173664/en/
Rachel Zabinski Williams
Comcast Corporation
Rachel_Zabinski@comcast.com
Source: Comcast Corporation
FAQ
When will Universal Pictures' Wicked be released in theaters?
What is unique about Comcast's (CMCSA) promotional campaign for Wicked?
Who directed the 'Stay Connected to Your Dreams' short film for Comcast (CMCSA)?
