Defying Gravity: How Wicked’s Marketing Soars to New Heights

Unless you’ve been living under a rock, you’ve probably noticed Wicked taking over screens and shelves everywhere. Adapting one of Broadway’s most iconic musicals to the big screen is no small feat, but Universal Pictures was fully committed with a $150 million budget. Based on Gregory Maguire’s Wicked: The Life and Times of the Wicked Witch of the West, and inspired by the beloved stage production, Wicked has captivated audiences for decades with its unforgettable characters, soaring score, and its deep dive into friendship, power, and perception.

Universal’s marketing team, led by Michael Moses, didn’t just promote Wicked—they turned it into a full-blown event. Their strategy? Bold, unapologetic, and impossible to miss. From Olympic-inspired appearances by Cynthia Erivo and Ariana Grande to a multitude of brand partnerships, the campaign has been nothing short of ambitious. Moses himself admitted their goal was to be "just short of obnoxious," and let’s be real—it worked.

Painting the World Green (and a Little Pink): What Wicked Can Learn from Barbie

If 2023 was Barbie’s year to paint the world pink, 2024 has been Wicked’s turn to splash everything in green—and throw in a little pink for good measure. Universal’s marketing taps into the cultural saturation seen with Barbie, turning Wicked into an event. While the attempt to create a Barbenheimer 2.0 moment with Wicked and Gladiator 2 didn’t quite land, the organic moments that followed have kept the buzz going, and that’s what makes it so special.

Ariana Grande and Cynthia Erivo kicked things off in style at the Paris Olympics, stepping onto the stage dressed in their characters’ signature colours. Add a CGI Wicked train and green-and-pink lights on the Arc de Triomphe, and it was a spectacle that couldn’t be ignored. From there, both stars embraced “method dressing,” consistently showing up at premieres and events in green and pink, ensuring Wicked's visual identity was never far from the public eye.

But it’s not just about costumes. Wicked has teamed up with over 400 brands—from beauty products and apparel to home goods—embedding the film into everyday life. Is this the future of movie marketing? If Wicked and Barbie are any indication, it might just be the new blueprint for blockbuster releases.

Green and Pink Everywhere You Blink: Wicked’s Brand Partnerships

Much like Barbie, Wicked has created a cultural moment by licensing its iconic green and pink hues, stretching its reach far beyond the cinema. The film’s release perfectly aligns with Thanksgiving, Black Friday, and Christmas, positioning it at the heart of the holiday shopping frenzy. Today’s marketing landscape demands more than just a trailer or poster—movies need to become brands, and Wicked is doing just that.

From Mattel dolls to Lexus cars decked out in Wicked’s signature colours, there’s something for everyone. And then there’s the Target ‘That’s my line!’ ad with Cynthia Erivo, which seamlessly blends Wicked’s charm with holiday magic, pulling audiences further into the world of Oz.

Even cinemas have jumped on board with themed popcorn buckets, speciality drinks, and collectible keepsakes, making the viewing experience more unforgettable. Personal favourite? Those Elphaba-green and Glinda-pink Stanley cups. Perfection.

Defying (Bad) Press

Not every moment of Wicked’s journey has been smooth, but in the world of marketing, a little turbulence is often just part of the ride. There was the viral incident where a link on Wicked dolls led to an adult site rather than the movie’s official site, leading to a recall. Then came the Kardashian private screening debacle—complete with Erivo and Grande in attendance—weeks before the film’s release. As expected, the internet had a lot to say.

The cast wasn’t immune to the drama either. Ariana Grande and Ethan Slater’s public affair sent tabloids into overdrive, while Cynthia Erivo’s sharp response to a fan recreating the iconic Wicked poster sparked its own controversy. To top it off, the emotional press tour became its own spectacle, with both Erivo and Grande tearing up in nearly every interview. (Some people clearly don’t understand post-show depression and how hard it hits for theatre kids.)

But here’s the genius: Every scandal, emotional moment, and viral tweet has kept Wicked front and centre in the cultural conversation. The constant media swirl ensures the film stays top of mind, propelling its success through the noise.

Marketing Musicals: A New Approach

 

When Wicked had its opening weekend, it raked in $112.5M globally and $162.5M domestically, breaking records for the biggest opening for a movie based on a Broadway show. While this kind of marketing push is typical for blockbuster films like Barbie or Marvel movies, it’s a rarity for a musical.

Unlike other musicals—where studios often downplay the musical aspect to appeal to a broader audience—Wicked embraced its Broadway roots. and it didn’t hurt the ticket sales one bit. In fact, it might be a sign that we’re seeing the start of a musical renaissance.

So, what made this all possible? The massive marketing budget, sure. But also the strategic licensing of intellectual property—a tactic we’ve seen work wonders for films like Barbie, and Deadpool and Wolverine.

There is, however, one wrinkle: the film's two-part split. While Wicked fully embraced its musical side, many fans were surprised to learn the film covers only the first half of the story. That has left some wondering if the split was a good move. Will the excitement carry over to part two, or will it risk losing momentum?

Final Takeaway: A Marketing Campaign to Learn From

 

Universal’s Wicked campaign doesn’t just sell a film—it sells an experience, a cultural moment, and a lifestyle. Through strategic brand partnerships, viral moments, and bold publicity, Wicked has cast a spell on audiences long before its release.

Is this the future of movie marketing? If so, expect campaigns to transcend the screen, creating moments that captivate audiences everywhere. And just like Wicked’s marketing team, these campaigns will leave their competitors green with envy.