Hollywood’s Super-Brand Movies, like Wicked are redefining entertainment with bold branding, cultural commentary, and immersive storytelling—ushering in a new era.

Bowen Yang joins TODAY with a look at the “Wicked” movie and shares how Ariana Grande helped get him permission from "SNL" executive producer Lorne Michaels to be in the movie while also working on the show.

Ariana Grande has told the BBC that she channelled her personal feelings of loss when filming Wicked. "Losing someone you love is something we've all unfortunately had to experience - and sometimes we have the privilege to say goodbye and sometimes we don't,