Roku is debuting a new Wicked-themed interface on Friday to coincide with the theatrical release of Universal Pictures’ Wicked: For Good, immersing users in the world of Oz as they start their streaming experience.

Roku City, the screensaver on Roku streaming devices, will be transformed into Emerald City, showcasing key elements from the film, including Shiz University, the city of Oz, the train station and Munchkinland, along with Glinda in her iconic bubble and other notable characters from the franchise.

Ivan Pehar, ad sales director for Roku Canada, tells Media in Canada that the Universal purchase marks a significant evolution for the streamer’s ad business. It is the first full-scale takeover of the screensaver, going beyond individual placements, and the first global brand rollout, running simultaneously in Canada, the U.S., Mexico, Brazil and the U.K.

“For advertisers, it introduces an entirely new format for large-scale, cinematic brand storytelling. And for viewers, it delivers a fresh, delightfully unexpected experience that feels more like a pop-culture moment than an ad,” he says.

Launched in 2023 in Canada, Roku City allows users to explore a fictional virtual metropolis to find hidden “Easter eggs” and nods to popular movies and TV series. Brands are able to appear within the screensaver – on billboards, buildings or entire neighbourhoods – at the start and end of users’ streaming sessions. Advertisers can also run shoppable ads, interactive overlays and data-driven campaigns using Roku’s ad platforms, OneView and Ads Manager.

“Unlike traditional video pre-roll advertising, these integrations extend directly into the Roku home screen experience, meaning that as users navigate the platform, they may encounter prominent shoppable touchpoints tied to the brand,” Pehar says. “The scrollable Brand Showrooms also create opportunities for deeper engagement.” He says automotive brands in the U.S. have already used these formats. 

Since its launch, Roku City has partnered with a range of brands, including McDonald’s, Barbie and Carnival Cruise Line. Earlier this year, Dairy Queen introduced a branded delivery truck within the cityscape, an activation that Pehar says marked the first appearance of a branded food truck in Roku City in Canada, providing an immersive way to showcase the Dairy Queen delivery app. The Canadian Real Estate Association (CREA) also branded a building within the virtual city.