‘Tis the season for live marketing events—for Fox anyway.
Hugh Jackman, Zac Efron, Zendaya and Keala Settle are coming together to promote the Dec 20 premiere of holiday musical film The Greatest Showman with a performance that will mark the network’s first-ever live trailer.
The stars will sing the two-and-a-half-minute song “Come Alive” during Fox’s three-hour live musical event A Christmas Story Live!, which airs Sunday, December 17, at 7 p.m. ET from Warner Bros. Studios in Burbank, Calif. The commercial will feature a 360-degree shoot and more than 150 dancers as it unfolds on the lot.
Fox Broadcasting Company and 20th Century Fox Film teamed up for the event.
“We are creating what we expect will be a memorable performance providing energy and excitement to viewers that drives them to see The Greatest Showman,” said Michelle Marks, senior vice president, marketing and global media promotions for 20th Century Fox Film. “This first-ever live commercial for a feature film is one that P.T. Barnum would be proud of and one that I hope paves the way for future titles.”
The Greatest Showman is directed by Michael Gracey, along with Beth McCarthy-Miller (Saturday Night Live, 30 Rock).
Starring Maya Rudolph, Matthew Broderick, Jane Krakowski, Chris Diamantopoulis, Ana Gasteyer, David Alan Grier, Ken Jeong and newcomer Andy Walken, A Christmas Story Live! is inspired by the holiday classic feature A Christmas Story and the Tony Award-nominated Broadway production A Christmas Story: The Musical.
The partnership between The Greatest Showman and A Christmas Story Live! also kicks off this week with co-promoted movie trailers and TV promos tagging each project, on-air, online and in theaters, before it culminates with the live commercial.
“As we continue to drive innovation in both our programming and ad products, we are thrilled to be working in partnership with our sister film studio in this exciting live holiday event,” said Suzanne Sullivan, executive vice president of entertainment ad sales for Fox Networks Group, in a statement. “We can’t wait to watch as Hugh, Zac, Zendaya and Keala make history and unwrap the first-ever live theatrical commercial on Fox’s air.”