National CineMedia 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.