Airing in select Regal 4DX theaters, the heightened sensory experience is designed to authentically connect the Xfinity brand with highly sought-after moviegoing audiences.
National CineMedia (NCM), the largest cinema advertising platform in the U.S., in partnership with Comcast’s Xfinity, CJ 4DPLEX, and Regal, today announced the first-ever 4DX ad spot in the U.S. In celebration of Universal Pictures’ new cinematic event Wicked, the industry-leading brands have teamed up to release the Xfinity short film about the making of Wicked, “Stay Connected to Your Dreams,” in 4DX. The spot combines dynamic on-screen visuals with synchronized motion seats and hyper-realistic environmental effects like bubbles, wind, and lightning to create a magical cinema experience.
The 4DX advertisement will run in select 4DX Regal theaters across the country starting November 18, 2024, ahead of the November 22, 2024, theatrical release of Wicked, the untold story of the witches of Oz based on the generation-defining stage musical. The spot will also run without 4DX effects in NCM theaters nationwide this holiday season. “The immersive nature of big screen cinema advertising already provides marketers with the highest attention scores of any media platform, and this 4DX innovation for Comcast’s Xfinity campaign further enhances that unparalleled level of consumer ad engagement,” said Mike Rosen, Chief Revenue Officer at National CineMedia. “And thanks to this partnership, we have together raised the bar, adding an experiential element to further
connect brands with the most valuable, hard-to-reach audiences.”
“Stay Connected to Your Dreams,” which is directed by Alice Brooks, ASC, Wicked’s director of photography, taps into the power of connection, friendship, and achieving your dreams. The spot centers on Wicked stars Cynthia Erivo and Ariana Grande on their personal journeys from childhood to present day, where they take on the iconic roles of Elphaba and Glinda in this landmark film. The campaign showcases how the Internet can help connect people to powerful entertainment experiences and create special moments with the people we are closest to.
“Xfinity delivers an unmatched connectivity experience and is constantly looking for breakthrough opportunities to showcase all the brand can do through creative storytelling,” said Clayton Ruebensaal, Chief Creative Officer, Xfinity. “We are thrilled to tell the story of how technology played a small part in connecting stars Ariana Grande and Cynthia Erivo to their iconic roles of Glinda and Elphaba, and the pivotal role of technology in bringing the
magic of Wicked and Xfinity together in 4DX in collaboration with our partners.”
Duncan Macdonald, Senior Vice President, Business Development, CJ 4DPLEX Americas, added, “Together with Regal, Xfinity, and NCM we want moviegoers to receive a small sneak peek of what to expect with Wicked in 4DX, as a super-premium presentation that is a completely different experience than they can get at home. We also want brands to create impactful preshow entertainment by utilizing the 4DX format in a unique way to
stand out and get the attention of the sought-after Gen Y and Z audiences who are a core demographic of the 4DX moviegoing consumer.”
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