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Comcast has trumpeted its ability to promote its own products, movies and TV shows across its channels, theme parks, websites and even in its Xfinity cable stores. “You can take the entire company and get behind a movie or a television show or a new theme park attraction and we’ve done it time and time again,” NBCUniversal CEO Steve Burke said at an investment conference last year.

Forexample,hesaidthatforthe 2015 blockbuster “Jurassic World,” the company had “dinosaurs running across the ticker on Squawk Box” on CNBC, as well as a Super Bowl spot aired on NBC. The “Today Show” went to the Olympics in Rio. There’s free “Xfinity” Wi-Fi at NBCUniversal theme parks — the same brand name Comcast uses for home cable and internet.

In the past few years, it has made some “cross-marketing” capabilities available outside the company, pitching consumer products from Microsoft and competitors’ movies, like Disney’s “Frozen.”