NBCUniversal’s Full-Scale Collaboration Behind Epic Universe’s Grand Opening
Universal Epic Universe is the first major theme park to open in the United States in the last quarter of a century.
June 17, 2025
Universal Epic Universe, the most ambitious and technologically advanced theme park Comcast NBCUniversal has ever built, is the first major theme park to open in the United States in the last quarter of a century. Now open, Epic Universe is part of a 750-acre development and features five immersive worlds, three hotels, and over 50 awe-inspiring attractions, dining, and shopping experiences.
Investing in Universal Destinations & Experiences (UDX) and in communities where we are bringing our experiences to life is one of the growth drivers for Comcast NBCUniversal. To amplify this landmark event, Comcast NBCUniversal and Sky showcased Epic Universe on a global scale across their world class brand portfolio.
Behind the synergy is Symphony, a collaborative marketing approach within Comcast NBCUniversal. Through Symphony, UDX is able to tap into the company’s promotional prowess across owned platforms to greatly amplify excitement for Epic Universe.
Universal’s brand campaign unveiled the iconic portals of Epic Universe, highlighted the must-visit destination, and incited “you gotta see this” reactions. Comcast, NBCUniversal and Sky businesses seamlessly integrated this concept, creating bespoke “you gotta see this” moments enticing their audiences to experience Epic Universe. Across entertainment, news, and sports, the entire company collectively delivered a launch that was, in every sense, truly epic.
Introducing Universal Epic Universe
To kick off promotion of Epic Universe in July 2024, UDX partnered with NBC News and NBC Sports for a dynamic on-air segment during TODAY’s coverage of NBCUniversal's biggest media event ever, the Paris Olympics. In the segment, TODAY hosts Craig Melvin and Al Roker encounter a portal and are transported directly from the TODAY set in Paris to 1920s Wizarding Paris from the Wizarding World of Harry Potter – Ministry of Magic at Epic Universe.
Epic Universe portals continued popping up across NBCUniversal programming, including Football Night in America, Hoy Día, and Christmas in Rockefeller Center.
The Road To Grand Opening
Epic Universe presents an unmatched level of theme park immersion – transporting guests to five expansive worlds filled with extraordinary adventures that go beyond their wildest imaginations.
To keep the synergy going, the company tapped into the passionate fan bases of its franchises, including promotions aligning the How to Train Your Dragon - Isle of Berk world at Epic Universe with the upcoming live-action Universal Pictures film, How to Train Your Dragon.
In addition, NBC and Telemundo aired themed movie nights of film IP tied to Epic Universe, Peacock offered a curated collection of relevant films for seamless viewing, and NBCUniversal networks and shows hosted sweepstakes to win a chance to experience the action. Xfinity and Sky created immersive destinations on their platforms featuring exclusive behind-the-scenes content of the worlds.
To highlight the park’s state-of-the-art attractions, NBC Sports featured a custom on-air segment during its milestone 25th presentation of the Kentucky Derby—an event that drew a record 17.7 million viewers on NBC and Peacock. The segment cleverly connected the "fastest two minutes in sports" with Epic Universe’s most thrilling coaster experience, Stardust Racers.
Stardust Racers was also the focus of Universal’s exciting new YouTube series, COASTARS, where celebrity co-stars take on the park’s most thrilling rollercoasters. The inaugural episode features Bowen Yang (Saturday Night Live, Wicked) and Matt Rogers from the hit podcast Las Culturistas.
Grand Opening Week
The cross-company collaboration reached a peak in Grand Opening festivities, including on-site coverage and a star-studded celebration. NBCUniversal’s leading entertainment and news shows broadcast live and captured content from Epic Universe in Orlando, including TODAY, Hoy Día, Access Hollywood, E! News, CNBC's Squawk Box, The Kelly Clarkson Show, local stations and affiliates, and more.
TODAY broadcast all four hours live on-site from the heart of Celestial Park, complemented by taped segments and a myriad of celebrity guests. Mark Woodbury, Chairman & Chief Executive Officer of Universal Destinations & Experiences, also joined CNBC’s Squawk Box exclusively to discuss the long-term business benefit.
Plus, Universal Epic Universe rolled out the blue carpet for a star-studded celebration, featuring talent across the portfolio, including:
- Warwick Davis, James Phelps and Oliver Phelps (Harry Potter)
- Chloe Fineman and Alex Moffat (Saturday Night Live)
- Bowen Yang and Matt Rogers (Las Culturistas)
- Brie Larson and Shigeru Miyamoto (SUPER NINTENDO WORLD)
- Howie Mandel (America's Got Talent)
- Joe Manganiello (Deal or No Deal Island)
- Laila Lockhart Kraner (Gabby's Dollhouse)
- Andy Cohen (Bravo)
- Jason Blum (Producer)
- James Wan (Producer)
- Matt Iseman (American Ninja Warrior)
- Tom Llamas (NBC Nightly News)
- Gerard Butler, Dean DeBlois, Nico Parker, Justin Rupple, Mason Thames (How to Train Your Dragon)
- Will Packer (Producer)
Our Universe Will Never Be The Same
The portals are now open! NBCUniversal will continue going behind-the-scenes this summer with Epic Ride: The Story of Universal Theme Parks, a three-part docuseries streaming on Peacock on July 24th, and an NBC special in August with next-day streaming on Peacock.
For more information about Epic Universe tickets and packages, visit www.universalorlando.com/epicuniverse.
