It's not often that Broadway musicals get big-budget film trailers, but as the musical version of "Charlie and the Chocolate Factory" heads to New York from London, it's being promoted by a VFX-heavy campaign that imagines Willy Wonka's arrival in Manhattan.
The first teaser video in the campaign, by AKA NYC, shows strange purple clouds arriving over New York City, before Wonka steps out of a purple car in his trademark spats and purple coat and stands facing the Brooklyn Bridge.
As the campaign continues, new content will roll out featuring additional sights including Dumbo, the Staten Island Ferry, Times Square, Central Park's Bethesda Fountain and Grand Central Station. According to AKA, the final film will see the eccentric candy maker "work his magic on some of New York's most familiar landmarkswith spectacularly sweet results."
The campaign was written and directed by AKA creative team Jamaal and Bashan, and involved shoots at 22 sites across the city. "People love 'Charlie and the Chocolate Factory'," said AKA NYC creative director Ryan Cunningham in a a statement. "The education you have to do with most new shows is already built in. That allowed us to focus on the excitement of this beloved story coming to our city as a musical."
Tickets for "Charlie and the Chocolate Factory" go on sale on September 16 for a run starting in April 2017.