A collaboration between two Comcast companies, Universal and Xfinity, this backstory re-enactment featuring Ariana Grande and Cynthia Erivo is the hero piece of an integrated Wicked holiday co-marketing campaign. The approval process involved many stakeholders, including the talent, filmmakers, two CMOs, and a very happy CEO. Backed by a $150 million marketing budget, Wicked became the highest-grossing Broadway adaptation in box office history just weeks after its theatrical release.