WORLD PREMIERE OF UNIVERSAL THEME PARKS: THE EXHIBITION OPENS AT THE FRANKLIN INSTITUTE ON FEBRUARY 14
Rhea-AI Summary
Comcast NBCUniversal (NASDAQ: CMCSA) partners with The Franklin Institute to premiere Universal Theme Parks: The Exhibition in Philadelphia on February 14, 2026. The exhibit offers behind‑the‑scenes artifacts, costumes, and immersive displays from Universal's major franchises and theme‑park innovations.
The exhibition highlights storytelling, technology, and creative processes behind attractions like The Wizarding World of Harry Potter, Jurassic World, SUPER NINTENDO WORLD, and more.
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Key Figures
Market Reality Check
Peers on Argus
CMCSA is down 2.03% while key telecom peers are mixed: VZ +1.15%, AMX
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 12 | Network expansion news | Positive | -2.0% | Plan to extend Xfinity multi-gig Internet to 2,400 WV locations. |
| Feb 12 | Ad attribution launch | Positive | -2.0% | Launch of deterministic TV-to-booking attribution for travel advertisers. |
| Feb 12 | Network expansion news | Positive | -2.0% | First homes in Bethlehem Township and Emmaus connected to Xfinity. |
| Feb 12 | Network expansion news | Positive | -2.0% | Completion of Indiana fiber build to 4,600 locations over 550 miles. |
| Feb 09 | Network expansion news | Positive | +0.8% | Spokane County buildout to 2,200 locations with broad Xfinity services. |
Recent positive operational news (network expansions and advertising partnerships) frequently coincided with flat-to-negative next-day moves, indicating a pattern of price divergence from constructive headlines.
Over the past week, Comcast issued multiple positive operational updates, including new high-speed Internet rollouts in West Virginia, Pennsylvania, Indiana, and Washington, adding tens of thousands of homes and businesses. It also launched a travel attribution solution via Comcast Advertising and Adara. Despite these constructive connectivity and advertising developments, CMCSA often showed negative or muted next-day reactions, framing today’s theme-park exhibition announcement against a backdrop of recent divergence between news flow and price action.
Market Pulse Summary
This announcement underscores Comcast’s efforts to spotlight Universal Destinations & Experiences through a museum-style exhibition, reinforcing the profile of its theme park assets alongside film and media franchises. Set against recent connectivity expansions and advertising partnerships, the news highlights diversified growth drivers within Content & Experiences. Investors may watch future disclosures on theme park attendance, per-capita spend, and broader segment revenues to gauge how such brand initiatives translate into financial performance.
AI-generated analysis. Not financial advice.
GROUNDBREAKING NEW EXHIBITION GOES INSIDE THE IMMERSIVE WORLD OF THEME PARKS, SHOWCASING SOME OF UNIVERSAL'S MOST ICONIC ATTRACTIONS, INCLUDING
The Wizarding World of Harry Potter™, Jaws, Illumination's Minions, The Secret Life of Pets and Sing, Jurassic World, DreamWorks Animation's How to Train Your Dragon, Universal Monsters and SUPER NINTENDO WORLD™
The all-new behind-the-scenes exhibition celebrates the storytelling, innovation, and world-building behind Universal's legendary creations, from The World-Famous Studio Tour to the latest Universal Epic Universe. It is the first exhibit of its kind to offer an inside look at artifacts, costumes, and props while immersing guests in the creative process that brings Universal's most iconic experiences to life.
"Universal Theme Parks: The Exhibition is a trailblazing concept that pulls back the curtain on an industry that entertains and thrills millions, revealing the science, innovation, and creativity in some of the most epic experiences in themed entertainment," said Larry Dubinski,
Created by The Franklin Institute in partnership with Comcast NBCUniversal, the exhibition highlights the innovative spirit that has fueled Universal's legacy in immersive entertainment. It showcases Universal's rich history of developing exciting, creative attractions and transforming iconic franchises into unique and memorable experiences.
"At Comcast NBCUniversal, we believe that creativity, technology, and connection can transform bold ideas into unforgettable experiences," said Dalila Wilson-Scott, EVP and Chief Impact & Inclusion Officer, Comcast. "Through our partnership with The Franklin Institute, Universal Theme Parks: The Exhibition celebrates the remarkable innovation of Universal Destinations & Experiences with
ABOUT THE EXHIBITION
The 18,000-square-foot exhibition spans eight galleries, 20 interactive experiences, and 100 artifacts—and features fan-favorite attractions including The Wizarding World of Harry Potter™, Jaws, Illumination's Minions, The Secret Life of Pets and Sing, Jurassic World, DreamWorks Animation's How to Train Your Dragon, Universal Monsters and SUPER NINTENDO WORLD™.
Beginning with the intro "tram" experience, multimedia features bring Universal's legacy to life with archival footage, photos, and behind-the-scenes moments. Throughout the galleries, guests will program an animated figure, experiment with projection mapping, call a live show, and more. They will see objects, props, design models, mood boards, and production materials that illustrate the stages of design and the creation of theme parks and experiences—from the earliest idea to the finishing touches.
Immersive photo ops will place guests inside a ride vehicle, alongside a walk-around character, in a classic Jaws storyboard, and with Nintendo's iconic Super Mario™ ? Block. Video shorts featuring storyboard artists, lighting designers, prop masters, and others will offer a rare glimpse into the universe of innovation driven by the creative forces that push the boundaries of themed entertainment.
"The themed entertainment industry is innovative and future-ready, and has never been explored this way before," said Abby Bysshe, Chief Experience and Strategy Officer, The Franklin Institute. "We curated this exhibition so that every object tells a story, and every interactive introduces a creative concept, all within a fun, hands-on environment. Guests aren't just observing how theme parks are made—they are stepping into the process. Working with talented partners like MDSX and Universal Destinations & Experiences has been incredible, and we are extremely proud of the experience that unfolds within this exhibition," she added.
GALLERY THEMES
An Unconventional Spirit showcases the innovative spirit that has fueled Universal's century-long effort to push the boundaries of immersive entertainment.
Storytelling & Wonder highlights Universal's distinctive approach to experiential world-building, tracing the journey from early concepts and sketches to fully realized environments.
Technology & Innovation focuses on the creative and technical expertise behind Universal's most groundbreaking experiences.
Thrills & The Rush of Adrenaline examines how the thrills of the big screen come to life, balancing safety and adrenaline to create jaw-dropping moments.
Scares & Horror delves into Universal's legacy of horror to understand how design and storytelling combine to create close-up encounters.
Big, Bold & Entertaining celebrates live entertainment as a cornerstone of Universal's legacy, captivating audiences with grand emotion, energy, and excitement.
Authentic & Immersive highlights how immersive worlds extend beyond attractions, with a focus on food, merchandise, and interactive play to complete the overall experience.
The Creative in You looks toward the future, envisioning the imagination and potential of the next generation of creators.
"Universal Destinations & Experiences is driven by a commitment to innovation, creativity and storytelling. We are excited to partner with The Franklin Institute on this new exhibition offering a behind-the-scenes look at how our teams bring awe-inspiring, immersive experiences to life for our guests," said Page
The Franklin Institute proudly presents the world premiere of Universal Theme Parks: The Exhibition in the Nicholas and Athena Karabots Pavilion and the Mandell Center from February 14 through September 7, 2026. The exhibit was created in collaboration with the award-winning creative design firm MDSX. Comcast NBCUniversal is the local presenting sponsor, and PECO, the proud corporate partner of The Franklin Institute, is the associate sponsor of the exhibition. The exhibition is slated to tour
NOTES TO THE EDITORS:
Early exhibit images are available in high resolution and for download in the exhibit press kit.
Universal Theme Parks: The Exhibition is open daily from 9:30 am-5:00 pm, with evening hours Thursday – Saturday. Daytime Tickets include admission to The Franklin Institute: Adult:
About The Franklin Institute
Located in the heart of
About Universal Destinations & Experiences (UDX)
Universal Destinations & Experiences, a unit of Comcast NBCUniversal, offers guests around the world the most innovative, immersive, and popular entertainment experiences. Our portfolio is comprised of world-class theme parks featuring the industry's most thrilling and technologically advanced attractions, exceptional hotels and resorts, unique merchandise, games, and virtual and live entertainment experiences. We use our rich collection of stories and franchises – from Universal Pictures, Illumination, DreamWorks Animation, and more— to take people to places they couldn't imagine while creating memorable and emotionally fulfilling moments for people of all ages. Learn more here.
About Comcast Corporation
Comcast Corporation (Nasdaq: CMCSA) is a global media and technology company. From the connectivity and platforms we provide to the content and experiences we create, our businesses reach hundreds of millions of customers, viewers, and guests worldwide. We deliver world-class broadband, wireless, and video through Xfinity, Comcast Business, and Sky; produce, distribute, and stream leading entertainment, sports, and news through brands including NBC, Telemundo, Universal, Peacock, and Sky; and bring incredible theme parks and attractions to life through Universal Destinations & Experiences. Visit www.comcastcorporation.com for more information.
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SOURCE The Franklin Institute
FAQ
What is Universal Theme Parks: The Exhibition and when does it open in Philadelphia (CMCSA)?
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