Casting a Marketing Spell: Inside Wicked’s Road to Box Office Success

The much-anticipated Wicked movie adaptation is poised to take center stage as one of the biggest blockbusters of 2024. Universal Pictures is sparing no effort in promoting this two-part film, with a comprehensive marketing strategy that features a series of high-profile brand collaborations. These partnerships target a wide range of demographics, from the die-hard fans of the original Broadway musical to younger audiences engaged through social media. Here’s an overview of some of the most exciting brand collaborations announced as part of the Wicked marketing campaign.

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Universal's Ambitious Strategy

The Wicked movie, with a budget of around $145 million, is certainly positioning itself among the major blockbuster contenders for 2024. To put this into perspective, the 2023 Barbie movie had a production budget of $145 million as well, with its eye-catching marketing campaign contributing to its eventual box-office success. Similarly, many of the recent Marvel films, such as Doctor Strange in the Multiverse of Madness, also boasted budgets around $200 million, thanks to their heavy reliance on visual effects and star power.

In comparison, while Wicked doesn’t quite reach the upper echelon of Marvel's biggest blockbusters in terms of cost, its budget reflects the investment required for high-quality musical numbers, elaborate set designs, and top-tier visual effects. Universal Pictures is clearly treating Wicked with the same level of ambition as these big-name franchises, with hopes that it will generate the same kind of widespread appeal.

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While the exact marketing budget for Wicked has not been disclosed, industry estimates suggest the marketing budget could range between $50 million and $100 million. This estimate is based on its production budget of $145 million and comparable campaigns for other high-profile musicals and blockbusters, such as Barbie and The Greatest Showman. The extensive promotional efforts, including collaborations with MAC Cosmetics, Spotify, and Starbucks, indicate a significant investment aimed at generating widespread anticipation and engagement.

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1. MAC Cosmetics

One of the most talked-about partnerships is the collaboration with MAC Cosmetics, which is set to release a limited-edition makeup collection inspired by Wicked. This collaboration will highlight the striking visuals of the film, especially the dramatic makeup worn by Elphaba, Glinda, and other key characters. The line will likely feature bold greens and pastels, offering fans an opportunity to channel their inner witch. MAC’s history of successful movie collaborations, like with Maleficent and Aladdin, means this collection is sure to capture the attention of both beauty enthusiasts and Wicked fans alike​.

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2. Spotify Soundtrack Integration

Spotify is also jumping on board with an exclusive partnership centered around the Wicked soundtrack. Known for its iconic songs such as “Defying Gravity” and “Popular,” Wicked has a built-in advantage with its powerful music. Spotify will host curated playlists, featuring the original Broadway recordings and sneak peeks of the movie’s soundtrack. The platform will also release behind-the-scenes podcasts and interviews with the cast and composer Stephen Schwartz, providing fans with an in-depth look at the making of the film​.

By releasing early versions of the film’s tracks, Spotify helps build excitement for the film's release, targeting both theater-goers and music lovers. Given Spotify's reach and influence, this collaboration ensures Wicked maintains a strong presence in the months leading up to its premiere.

3. Funko Pop Collectibles

Funko Pop enthusiasts will be thrilled to hear about the exclusive line of Wicked-themed figurines set to hit stores just before the movie’s release. Characters like Elphaba, Glinda, and the Wizard will all be immortalized in Funko’s signature vinyl figurine style. Collectors and fans of the musical will have the chance to own pieces tied directly to the film. Funko Pops have become highly collectible items, particularly among younger audiences, making this collaboration a smart move for Universal, allowing the Wicked brand to appeal to a broad age range​.

4. Broadway in Bryant Park

In a nod to the musical’s origins, Universal has partnered with Broadway in Bryant Park to bring live performances of Wicked songs to the public. This collaboration targets the theater-going audience, with live renditions of the musical’s iconic songs performed by Broadway stars, including former Wicked cast members. These free outdoor performances are a great way to drum up excitement among musical theater fans, reintroducing the live aspect of Wicked while building anticipation for the cinematic experience​.

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5. Starbucks Collaboration

In one of the more unexpected but genius collaborations, Starbucks has partnered with Wicked to introduce a limited-edition themed menu. Inspired by the green hues of Elphaba’s skin, the menu will feature drinks like the "Green Elixir Matcha Latte" and "Wicked Witch Frappuccino." Starbucks will also sell exclusive Wicked branded merchandise in select stores, including mugs and reusable tumblers that feature the movie’s logo and artwork. This collaboration taps into Starbucks' wide customer base, engaging consumers who might not be familiar with the Wicked musical but are intrigued by the colorful and fun product offerings​.

With Starbucks’ vast global presence, this partnership not only boosts visibility for Wicked but also solidifies the film’s appeal across multiple consumer segments, ensuring that it permeates pop culture well beyond theater screens.

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These brand collaborations illustrate a well-rounded marketing strategy designed to maximize the film’s visibility across a wide range of platforms. From beauty and music to collectibles and lifestyle brands, Universal’s team—including a dedicated PR Firm—has ensured that Wicked reaches diverse consumer segments and cements its place in popular culture. As the November 22, 2024, release date approaches, these brand alliances will be crucial in ensuring that Wicked becomes both a box-office success and a cultural moment.

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