The highly anticipated film adaptation of Wicked has finally hit theaters, lighting up screens since its release on November 22. Directed by Jon M. Chu, the movie twists its way from Broadway to the big screen, bringing the rich tale of sisterhood and empowerment alive. Focusing on the story of Elphaba Thropp, played by Cynthia Erivo, and Glinda Upland, portrayed by Ariana Grande, this adaptation has enchanted not only die-hard fans of the musical but also swelled the casual audience eager to participate in the cinematic adventure.
After many years of waiting, Wicked has released at the perfect time, coinciding with the Thanksgiving holiday block of films. Mirroring its Broadway roots, the film captures the challenges of acceptance, friendship, and moral dilemmas, elevated by the lead performances. With both actresses showcasing their vocal talent and dramatic chops, it's expected to resonate deeply with audiences across different demographics.
To quantify its success so far, Wicked has grossed approximately $164 million globally, impressively covering its estimated production budget of $150 million just within the opening weekend. Domestically, the film raked in around $114 million, marking it as one of the most fruitful musical adaptations to date.
Despite earlier skepticism and speculation surrounding actresses’ salaries—specifically claims of Grande earning $15 million and Erivo just $1 million—the truth appears to be more complicated. According to Deadline, these contrasting amounts drew from unfounded rumors, which have been categorized as hoaxes. Nevertheless, conversations about pay equity continue to haunt Hollywood, with actress Taraji P. Henson advocating for fairer pay among women of color.
Wicked doesn’t retract from its lavish budget; the practical sets, brought to life by award-nominated production designer Nathan Crowley, breathed reality and spectacular visuals for viewers. Encompassing the grandeur of the Land of Oz, Crowley’s creations draw not only from imagination but also specificity, featuring elaborate sets like the towering 52-foot structure of Shiz University, along with nine million tulips enlivening the Munchkinland scene. The exact budget for Crowley’s set designs remains undisclosed, yet his past experiences—which include works from Interstellar and Batman Begins—set the stage for expectations.
Further enhancing the cinematic experience are the visual effects, magnificently handled by Industrial Light & Magic under the supervision of Pablo Helman. Known for crafting memorable visuals for blockbuster films such as Twisters, they have injected vibrant fantasy elements which merge seamlessly with Crowley’s settings.
Then there’s the extensive promotional campaign for Wicked, boasting around $350 million. This is significantly higher compared to previous promotions for big hits like Spider-Man: No Way Home and Avengers: Endgame, which spent $220 million and $200 million, respectively. Universal Pictures didn’t shy away from using its connections with more than 450 promotional partners, including retail giants like Target and Bloomingdale’s, aiming to capitalize on their reach of over two billion shoppers.
One of the standout promotional strategies is the collaboration with Starbucks, prepping two unique drinks inspired by the film: the Glinda Pink Potion with dragon fruit, and Elphaba’s Cold Brew infused with matcha. Plus, they're offering limited-edition Wicked tumblers, driving excitement and engagement from fans beyond the theater experience.
For the younger crowd (and the young-at-heart), Lego has stepped up with the Wicked collection featuring adorable brick characters and sets depicting Elphaba and Glinda’s world, allowing fans to build their version of Oz right from home. Alongside this, hotel guests can revel in the Wicked-themed suite at the New York Hilton Midtown, echoing the film's vibrant hues of green and pink from November 21 to January 5.
But what does all of this mean for Wicked's bottom line? To truly mark success, the film needs to earn between $300 million to $350 million globally—double or triple its production costs. Considering its impressive entrance, questions remain about its longevity at the box office.
Wicked is not just rewriting records; it competes against other films released during the same Thanksgiving week, battling for box office supremacy. The film's performance has made its mark, demonstrating continued affection from audiences for musicals. Following ups and downs, it has been noted already how Wicked shattered records, such as achieving the highest-ever Friday opening for a musical film with $46 million, reflecting its ability to captivate viewers from the get-go.
Looking up to the grand narrative twist and excitement within the adaptation, it’s also important to acknowledge just how well Wicked adapts its original source material. Its teamwork between Fuente and lyrics by Stephen Schwartz finds renewed energy through the film's vivid portrayal. Director Jon M. Chu described how awe-inspiring it was to see Erivo’s performance as Elphaba, remarking on the deep, poignant quality of her rendition—elements which align perfectly with today’s cultural theme. Chu intuitively understood Grande’s role as the only Glinda envisioned for this project.
Wicked is, without question, riding high on its box office wave as of now, reflecting the initial excitement and love for its story and characters. How the movie will hold up against the test of time is something film lovers, along with industry insiders, will be watching closely.
At the moment, audiences can feel optimistic about Wicked positioning itself as not just another stage-to-screen adaptation but perhaps a cultural touchstone for musicals moving forward. With its exploration of sisterhood seen through vibrant storytelling paired with musical magic, Wicked continues its thrilling ride, one showing at the time.
