Universal Studios finds itself in a unique and advantageous predicament with the immense box office success of “Wicked.” Having amassed over $700 million globally, the film set a record as the highest-grossing movie adaptation of a Broadway musical. This incredible achievement, paired with its status as the highest opening for any theatrical Broadway adaptation, signifies not only a commercial hit but also a cultural phenomenon. Released a year apart, the dual installments present Universal with the challenge of cultivating sustained excitement among its audience for the upcoming sequel, “Wicked: For Good.”
While the challenge of maintaining momentum is significant, marketing experts indicate that a strong foundation has been set by the initial film’s overwhelming performance. As potential audiences form a blend of fervent fans and more casual viewers, the challenge is to engage deeply without causing fatigue or alienating casual audiences. Marketing considerations must encompass both demographics to ensure a broad and enthusiastic reception for Part Two.
To bridge the gap between the two films and sustain interest, Universal’s marketing strategy will be pivotal. Experts like Mike Polydoros, CEO of PaperAirplane Media, see value in focusing on the existing fan base while also drawing in new viewers. They argue that the desire for the sequel is palpable, as die-hard fans eagerly anticipate the film’s follow-up and seek experiences such as sing-alongs or special events. Polydoros emphasizes the need for careful engagement, advising the distribution of ‘nuggets’ of information without overwhelming audiences.
An important asset in Universal’s promotional toolkit is the film’s imminent Oscar nominations. The initial film’s acclaim, including ten nominations — covering best actress, sound, visual effects, and more — enables Universal to strategically leverage this recognition in marketing efforts. In previous campaigns, the studio successfully borrowed elements from the Broadway play’s rich heritage, and this time, they are set to amplify that approach using awards recognition as a catalyst.
To keep momentum alive, Universal plans to adapt successful elements from the original film’s promotional campaign while incorporating novel ideas. One of the most effective strategies deployed during the first film’s launch was the initial teaser trailer, which aired during the Super Bowl. This high-profile placement gave audiences their first look at the magical world of Oz, featuring captivating scenes paired with Cynthia Erivo’s powerful performance of the beloved “Defying Gravity.” Michael Moses, Universal’s Chief Marketing Officer, advocated for this choice, highlighting how integral the song is to the film’s identity.
The initial teasers paved the way for subsequent promotional events, including appearances by cast members at notable venues like the Met Gala and the Paris Olympics. Such visibility promotes not only the film but elevates the status of its stars, creating a halo effect enhancing engagement and anticipation.
Universal has been proactive in cultivating partnerships, employing a cross-promotional strategy with various brands by introducing themed merchandise that fans can purchase. This expansive marketing approach ranges from costumes and beauty products to high-end luxury items, allowing a diverse audience segment to express their fandom. Retailers have embraced this branding opportunity, creating collections that resonate with the essence of “Wicked.” Engaging local and national partners expands the film’s reach and embeds it within pop culture discussions.
Brandon Jones of FilmFrog, a marketing agency, underscores the symbiotic relationship between film studios and exhibitors. He asserts that this partnership is essential to create not just a marketing campaign for the film itself, but an entire cinematic experience. The strategy for “Wicked: For Good” will capitalize on the high expectations set by its predecessor while fostering local engagement strategies tailored to diverse audiences.
As the release of “Wicked: For Good” draws closer, Universal Studios is touted with the responsibility of not only ensuring significant box office returns but also cultivating a space where its cultural impact endures. By drawing from the successful marketing campaigns employed for the first film, and adjusting with innovative strategies and audience input, Universal has the potential to create an unforgettable lead-up to the sequel’s debut.
With the film scheduled for a release just before Thanksgiving, it’s strategically poised to capitalize on family movie-going traditions and school breaks. The inherent connection between the two films, bolstered by the excitement generated around the first, positions “Wicked: For Good” as the anticipated continuation of a beloved story. Universal’s ability to maintain buzz, engage audiences, and innovate will ultimately shape the future success of this cinematic endeavor and fortify its place in the annals of film adaptations.