If you were shopping at Target recently, the vibe may not have been all about holiday cheer; instead, the powerful notes of "Defying Gravity" from Universal's highly anticipated movie musical Wicked filled the air. But this wasn’t just any marketing ploy; Universal Studios has launched what could be described as the largest marketing campaign for any film ever, amassing a staggering $350 million promotional push for Wicked, outdoing even the biggest names like Spider-Man: No Way Home and Avatar: The Way of Water.
For many moviegoers and fans, this unparalleled campaign indicates just how serious Universal is about making this iteration of Wicked—based on the hit Broadway show—a cultural phenomenon. With every twist and turn, nearly 450 promotional partners have joined this colossal effort, spanning outlets like Target, Lexus, and Starbucks, all vying to reach consumers and create marketing moments across various platforms.
The goal? To position Wicked as not just another movie but too as a major cultural event. Universal recognized the potential of its existing fan base; the Broadway musical alone has grossed over $5 billion worldwide since its debut two decades ago. Therefore, launching such an expansive promotional strategy wasn’t just about the box office. “We knew the size of the enterprise and we had to treat it like a cultural event,” explained Universal’s Chief Marketing Officer, Michael Moses.
To give prospective partners first-hand experience of the film's enchanting universe, Universal organized what it nicknamed the "Wicked Fair." Advertisers were invited to immerse themselves at the London set, exploring the lavish Emerald City and Shiz University. This hands-on experience included live performances by the film's stars, Ariana Grande and Cynthia Erivo, aimed at enticing brands to jump aboard.
“Everything about Wicked embodies joy and fantasy,” noted David O’Connor, Universal's President of Franchise Management and Brand Strategy. By reaching out to brands from different sectors, they hoped to paint the allure of Oz across shopping spaces and beyond. This meant not just having names attached, but creating genuine connections through collaborative campaigns. For example, Lexus utilized the iconic song, "Defying Gravity,” as the centerpiece of its marketing blitz for the 2024 Lexus TX model, promoting it through engaging advertisements and themed content.
What has emerged from this marketing wonderland is more than just sales; it has secured over 2 billion shopper interactions and generated 25 billion impressions globally. Unquestionably, Wicked has rewritten the playbook on film marketing, setting benchmarks as it claimed the largest opening for any title based on a Broadway musical, raking in $112.5 million domestically and $162.5 million worldwide at its release.
Yet it is not solely about theaters and ticket sales. The fervor surrounding the movie has become palpable on social media. The pre-release buzz has been enriched by fan engagement and interactive campaigns tied to promotional partners. Many consumers have found joy not just through the theatrics of the film but through the thematic elements brought to life by brands they know and love, seamlessly connecting their shopping experience with Wicked.
For Starbucks, their seasonal offers featured whimsical drinks like Elphaba’s Cold Brew and Glinda’s Pink Potion, metaphorically drenching their stores with the essence of Oz. Meanwhile, Target transformed its stores with displays of Wicked merchandise ranging from apparel to themed decorations, ensuring the campaign's presence saturated the consumer marketplace.
Notably, this ambitious campaign has arisen against the backdrop of some past flops. The failure of recent musicals at the box office motivated Universal to pour resources more cautiously. After all, musicals like Cats significantly underperformed, earning only $76 million globally. By treating Wicked as the destined blockbuster it is, the studio reacted quickly to market demands and fan experiences, conducting thorough research and testing.
Simply put, Wicked is being positioned far differently than its predecessors. It's more than just another adaptation; it is envisioned as a broader cultural moment alongside its box office ambitions. Indeed, it has become important for its success to resonate beyond typical theater audience boundaries.
The fan engagement campaigns haven't gone unnoticed. Audiences are not just watching the movie; they are also nurturing its success by hopping on promotional hashtags and engaging fellow fans online, making their voices part of the cultural dialogue around Wicked.
This marketing campaign has also cleverly leaned on nostalgia and modern connectivity. Every promotional event or brand activation creates another story tied back to the musical's themes—friendship, empowerment, and embracing one’s identity—hugely relevant for today’s audience.
Looking forward, Universal hopes to build upon the platform established by this campaign. The film will have its full theatrical release, capitalizing on the groundwork laid through this intense pre-release campaign.
Even with this marketing windfall, the movie's success remains tied to public reception. Reactions from early screenings have been overwhelmingly positive, showcasing how universal aim truly is playing out. Wicked's exhilarating songs, captivating storytelling, and underlying themes connect deeply with audiences across demographics. Central to its appeal are Grande and Erivo's performances, praised as both fresh and faithful adaptations of the beloved characters from the Broadway production.
All these promotional efforts signify the studio’s commitment to making Wicked more than just entertainment; it offers the potential to become part of mainstream cultural conversation, drawing viewers deeply engaged in the characters and story. Traditionally, film’s success at the box office would suggest studios focus primarily on star-driven narratives and VFX-heavy extravaganzas. Still, Universal has flipped the narrative to hinge on cultural significance and collective experience.
Just as Broadway transformed the tale of Wicked over the years, it appears the upcoming film adaptation is set to leave its signature mark as well. Universal's bold step of dedicatings $350 million to marketing this movie shows confidence in both the brand and the franchise's legacy. Whether this audacious move pays off will soon be revealed as audiences flock to theaters everywhere to experience the magic of Wicked.
