‘Wicked’ lights during Eagles broadcast mark Boathouse Row’s first movie promo
Boathouse Row went green and pink to promote "Wicked: For Good" as part of NBC's large marketing campaign for the film. The houses were shown during the Eagles' "Sunday Night Football" broadcast.
Those watching the Eagles’ winning matchup against the Detroit Lions on Sunday may have caught a glimpse of something absolutely “thrillifying.”
As the NBC Sunday Night Football broadcast headed to a commercial break, hosts pointed out a flyover view of Philadelphia’s iconic Boathouse Row. Only this time, the boathouses along the Schuylkill were lit up in pink and green.
Announcers said the special color treatment was brought to viewers by Wicked: For Good, the anticipated musical-to-film finale starring Cynthia Erivo and Ariana Grande (plus West Philly’s own Colman Domingo as the Cowardly Lion).
On social media, viewers were surprised and delighted by the marketing play.
“What do you mean ‘Wicked: For Good’ sponsored by Boathouse Row?” one X user wrote. “Boathouse Row being lit up in Wicked colors is HUGE for my brand,” said another.
It marks the latest effort in the film’s megamarketing campaign, which has ranged from Wicked dolls, to deodorant, to laundry detergent, to make up kits, to Swiffers, to cereal, and everything in between. Truly, no stone has been left un-greenified. And now that approach appears to extend to extremely hyperlocal stops, like Boathouse Row.
It also appears to be Boathouse Row’s first foray into paid movie promotions.
So how did this all pan out? And does it mean Wicked has paid the Fairmount Park Conservatory and Boathouse Row a boatload of sponsorship dollars?
Here’s what we know.
How do the Boathouse Row lights work?
The Boathouse Row lights debuted in 1979 and quickly became a beloved feature along the stretch of 19th-century historic homes. The strip is listed on the National Register of Historic Places.
In 2005, the homes transitioned to LED lights, according to the Fairmount Park Conservancy, which manages Boathouse Row. In 2023, the homes temporarily went dark as part of a $2 million refurbishing project. They were re-lit in March 2024.
According to the conservancy’s website, 6,400 individual LED lights are installed along 10 of the historic boathouses. The light configurations, which were installed by Philly-based firm The Lighting Practice can make 16 million color combinations.
Can anyone make a Boathouse Row light change request?
Surprisingly, yes.
After the homes’ lighting upgrades, Boathouse Row announced that seemingly anyone could become a “Boathouse Row Lighting Partner,” and make a special request in exchange for payment to the Fairmount Park Conservancy.
Of course, the conservancy gets first right of refusal, and there are some exceptions. According to its website, political events and observances, campaigns that conflict with City of Philadelphia laws, religious figures or organizations, and campaigns or events deemed “inappropriate” will not be considered.
You can also check on Boathouse Row’s website to see what color the lights are each day.
How much does a special lighting request cost?
It depends on the level of razzle-dazzle and its duration.
According to Boathouse Row’s website, prices range from $750 to $2,500 per day, depending on the display’s complexity. Fees go directly to the Boathouse Row’s ongoing maintenance. The limit for a display is one week.
How much did Wicked pay Boathouse Row to go green and pink?
It’s unclear exactly how much the Wicked display costs. The lighting scheme aired during Sunday’s broadcast. In reality, that B-roll was filmed in advance on Friday evening, a spokesperson with the Fairmount Park Conservancy said. It lasted about 20 minutes.
The conservancy declined to disclose the exact amount NBC paid. Wicked is a Universal film, which is under the NBC and Comcast umbrella. NBC also broadcasts Sunday Night Football.
Have other movies or marketing campaigns worked with Boathouse Row before?
It looks like this is the first movie campaign.
“We don’t think it’s ever been done before,” conservancy spokesperson Cari Feiler Bender said.
But there are no other mentions of entertainment-related tributes. (This week’s Wicked tribute did not make the row’s Instagram feed, which posts light color updates.)
Boathouse Row has traditionally lit up in color schemes to celebrate local teams or to observe special causes like breast cancer, Alzheimer’s awareness, and Pride months.
The spokesperson added that Boathouse Row would welcome future marketing partnerships to “help keep the lights on.”