“Wicked” Franchise Conjures a Cultural Phenomenon for Global Pictures
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Universal Pictures’ bet on bringing the beloved Broadway musical “Wicked” too the big screen has proven to be a masterstroke, transforming the story of Elphaba and Glinda into a sprawling, multi-platform franchise. As the second installment, “Wicked: For Good,” approaches it’s theatrical release at the end of the week, the studio’s extensive marketing strategy is reaching a fever pitch.
Back in 2024, the initial film release sparked a wave of “wicked”-themed products and experiences, from specialty beverages at Starbucks and collectible dolls to high-profile appearances by stars Cynthia Erivo and Ariana Grande. This immersive approach wasn’t accidental; it was a deliberate plan to establish “Wicked” as a cultural touchstone.
The Allure of the Story and the Power of Empowerment
“The story is just so universal,” explained David Kosse, president of Universal Pictures international. “The themes of empowerment, and how that resonates universally, and then, of course, the fantastical worlds of Oz and Shiz and Munchkinland, it just seemed like such a great chance for us.”
A Symphony of Marketing and Partnerships
Universal’s success hinges on its “Symphony” program, a company-wide initiative designed to leverage all divisions in promoting a single film. This strategy, previously employed for franchises like “Despicable Me,” has been instrumental in the “Wicked” rollout. A particularly innovative tactic was the creation of a “Wicked” fair held in London in 2023, inviting over 200 partners – from potential licensees to key department heads – to experience the world of the film firsthand.
This event proved pivotal in securing crucial partnerships, including a collaboration with Lego, which has since released “Wicked”-themed product lines and even an episode of “Lego Masters.” Recognizing that awareness of the Broadway show varied globally,Universal prioritized securing corporate sponsorships to broaden the franchise’s reach.
Record-Breaking Pre-Sales and Industry Expectations
Early indicators suggest “Wicked: For Good” is poised for a blockbuster opening. As of Thursday, the film was the highest ticket pre-seller of the year, according to fandango, surpassing previous records held by “Beauty and the Beast” (2017), “Frozen 2” (2019), and the first “Wicked” film. Industry analysts predict an opening weekend haul of $150 million to $160 million.
The film’s appeal to female audiences is particularly noteworthy, filling a void in a market that has struggled to consistently deliver female-focused hits. “Every three or four years, female audiences are rediscovered with some hit,” noted Alisa Perren, a professor at the University of Texas at Austin. “It’s kind of striking how little mainstream female [films] have been released.”
Filling a Franchise Gap for Universal
“Wicked” has emerged as a vital addition to Universal’s portfolio of blockbuster franchises, which includes “Jurassic Park,” “Despicable Me,” and “Fast & Furious.” However, the studio has historically lacked the depth of intellectual property possessed by competitors like Walt Disney Co. and Warner Bros.
“The series has really emerged as a much-needed, fresh tentpole for Universal,” said Brandon Katz, director of insights and content strategy at Greenlight Analytics. “There’s such a waterfall of value that this two-part franchise creates that universal will be banking out on this for years to come.”
The two films were produced back-to-back with a combined budget of $300 million, reportedly split evenly between them. While “Wicked: For Good” concludes the current two-film arc, a senior official at Universal remained tight-lipped about future plans, stating, “Our focus remains on building experiences that will deepen that connection to ‘Wicked,’ and all I can say is, we are very committed to ‘Wicked,’ but it’s probably too early to share much more than that.”
