Fox Broadcasting Company is partnering with 20th Century Fox Film for a groundbreaking commercial: the first-ever live television commercial for a feature film.

Holiday tentpole “The Greatest Showman” will debut a live two-and-a-half minute commercial during the network’s upcoming live musical event “A Christmas Story Live!,” set to air Sunday, Dec. 17, from 7-10 p.m. (live ET, tape-delayed PT).

“The Greatest Showman” stars Hugh Jackman, Zac Efron, Zendaya and Keala Settle, who will perform the movie’s original song “Come Alive.”

Suzanne Sullivan, Executive Vice President of Entertainment Ad Sales for Fox Networks Group, said in today’s announcement: “As we continue to drive innovation in both our programming and ad products, we are thrilled to be working in partnership with our sister film studio in this exciting live holiday event. We can’t wait to watch as Hugh, Zac, Zendaya and Keala make history and unwrap the first-ever live theatrical commercial on Fox’s air.”

Please click here for all the details in today’s announcement.