Grande, a pop singer known to orders of magnitude more people than the most famous of Broadway stars. Then they took the main line in the chorus of the song "Popular" from the musical and produced a slick, catchy pop tune featuring Ariana Grande but released under the name of Mika, some other pop artist guy — the song uses part of that line for its hook but is really a different song overall. Again, millions more kids and adults have heard that pop song on the radio and YouTube than ever would have heard a Broadway recording, but its hook is very recognizable and will be a very clear bridge from the pop song to the movie (and Ariana Grande in both will reinforce that). Millions of people who know the song are going to see the ads for the movie and think "Yup, gonna see that."

They're gonna make millions.