Fox and its theatrical sibling 20th Century Fox are teaming for the 2 1/2-minute live Greatest Showman trailer in a new twist on efforts to get viewers to watch commercials. The network said it will feature a 360-degree shoot and more than 150 dancers and that filming will take place adjacent to the A Christmas Story Live! stages at the Warner Bros Studios in Burbank.
“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, EVP Entertainment Ad Sales at Fox Networks Group. “We can’t wait to watch as Hugh, Zac [Ebron], Zendaya and Keala [Settle] make history and unwrap the first-ever live theatrical commercial on Fox’s air.”
Added Michelle Marks, SVP Marketing and Global Media Promotions at 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.”