A collaboration between two Comcast companies, Universal and Xfinity, this backstory re-enactment featuring Ariana Grande and Cynthia Erivo is the hero piece of a integrated Wicked holiday co-marketing campaign. There were a lot of stakeholders involved in approvals including the talent, the filmmakers, two CMOs and a very happy CEO. Backed by a $150M marketing budget, Wicked became the highest- grossing Broadway adaptation in box office history only a few weeks after it was released in theaters.