Universal Pictures has seen remarkable success with the film adaptation of the Broadway phenomenon “Wicked,” grossing more than $700 million globally in its opening run. This monumental box-office achievement not only exemplifies the popularity of the original material but also sets a benchmark for any subsequent productions based on theatrical adaptations. The release pattern Universal has chosen is particularly ambitious: two films in one year, targeting the dual goal of sustaining excitement while broadening their audience base. As they bring the enchanting tale of Elphaba and Glinda back to the big screen, the marketing team faces a vital challenge: how to keep the fervor alive for the sequel, “Wicked: For Good,” scheduled for a Thanksgiving weekend premiere, while ensuring that casual viewers do not feel excluded.
Counting on the built-up enthusiasm from the first film’s success, marketing experts assert that Universal can effectively manage audience engagement. By leveraging the whirlwind of excitement from “Wicked”, the studio aims to channel this momentum as they position the sequel. Mike Polydoros, CEO of PaperAirplane Media, expressed that the “pent-up demand” for the film offers a considerable advantage for Universal. Successful follow-ups rely heavily on consistent communication and fresh content to keep fans—both devoted and casual—hooked without overwhelming them. This balance will be crucial, especially with the variety of audiences that the original film attracted, from die-hard Broadway enthusiasts participating in sing-alongs to families seeking cinematic experiences.
The accolades received by the first film also bolster Universal’s marketing plans for the sequel. With ten Academy Award nominations, including recognition for Best Picture, the studio is ideally positioned to capitalize on the title’s esteem in promotional campaigns. Integrating these accolades into their marketing narrative will be an essential part of reengaging audiences. Ongoing conversations within the marketing team have led to an innovative approach that builds on prior success while avoiding redundancy, encouraging a fresh yet familiar promotional launch.
One of the defining features of the marketing campaign for “Wicked” was the strategic reveal of teaser trailers and special appearances by the film’s stars, Cynthia Erivo and Ariana Grande. Universal used high-profile events, like the Super Bowl and CinemaCon, to attract attention and generate buzz. The combination of dramatic visual elements with rousing musical highlights helped capture audience interest, while appearances at major cultural events—such as the Met Gala—added an element of star wattage, effectively connecting with broader entertainment demographics. Fans appreciated the artful intermingling of promotion within the wider cultural landscape, creating a sense of community and excitement around the film.
Merchandising is another cornerstone of Universal’s marketing strategy. By flooding retail spaces with a variety of “Wicked”-branded products, from luxury apparel to accessible toys, the studio has made it easy for fans to participate in the franchise economically. This approach ensures that engagement remains high and keeps the film’s presence in consumers’ minds, regardless of whether they have seen the first installment or not. As Brandon Jones, a marketing executive, pointed out, the relationship between the film and its audience transcends simple ticket sales; it is about embedding “Wicked” into cultural consciousness.
The partnership between studios and theatrical exhibitors is evolving as well, according to Jones. With the release of “Wicked: For Good” happening almost exactly a year after its predecessor, cinemas now have the opportunity to utilize detailed ticket sales data to market the sequel directly to filmgoers. By focusing on personalized marketing strategies, exhibitors can create a more intimate experience for audiences, encouraging them to return to theaters not only for “Wicked: For Good” but also for other curated content related to the original film.
As Universal gears up for the release of “Wicked: For Good,” the focus will be on a well-rounded marketing strategy that builds upon the previous film’s success while inviting a wider audience into the fold. The confluence of grassroots marketing efforts, star synergy, and innovative merchandising will play a critical role in shaping how audiences perceive and engage with the franchise. By placing emphasis on evolving their strategies, Universal aims not only to replicate past triumphs but carve out a lasting legacy for the “Wicked” saga on the silver screen, ensuring that the enchantment remains alive well beyond release day.