Universal Studios faces an enticing yet daunting task as they gear up for the release of “Wicked: For Good,” the highly anticipated sequel to the original “Wicked” film. The first installment broke records, garnering over $700 million in global box office revenue, establishing itself as the highest-grossing Broadway adaptation to hit theaters. The film’s remarkable performance elevates expectations surrounding its follow-up, creating a unique marketing challenge for Universal: maintaining the fervor of its dedicated fanbase while simultaneously attracting casual viewers.
Given the critical acclaim and commercial success of the first film, the environment for marketing “Wicked: For Good” is ripe with potential. The challenge now lies in striking a balance—ensuring that long-time fans remain engaged while also drawing in those who may not have a nostalgic connection to the original Broadway production or the film itself.
The audience for “Wicked” can be categorized into two primary groups: fervent fans who have embraced the film since its release, attending sing-alongs and engaging with the media, and more casual viewers who may need further convincing to invest their time and money in the sequel. Marketing professionals recognize that addressing this diverse audience requires a tailored approach.
Mike Polydoros, CEO of PaperAirplane Media, notes that the dedicated fanbase has already proven their enthusiasm by repeatedly viewing the film. This presents an opportunity for Universal to capitalize on the anticipation leading up to “Wicked: For Good.” The focus is on keeping these supporters engaged without overwhelming them with excessive information that could lead to disinterest.
The marketing campaign for “Wicked: For Good” will be buoyed by the recent accolades bestowed upon the first film. Following its success at the box office, “Wicked” has now received ten nominations for the Academy Awards, including nods for Best Actress, Supporting Actress, and more. Such recognition provides Universal with a significant promotional tool, as the sequel can boast the prestige of being associated with an award-nominated franchise.
As the marketing materials unfold, Universal can weave the acknowledgment of these nominations into their strategic discussions and advertising approaches, appealing to a broader audience that values critically acclaimed content. The tagline of “Academy Award nominee” can lend an aura of legitimacy and quality to “Wicked: For Good,” attracting viewers who may consider themselves cinephiles.
When the marketing machinery for “Wicked: For Good” kicks into high gear, Universal will likely lean on the strategy that proved effective for the first film while incorporating new and innovative tactics to differentiate the sequel. The original film’s teaser, which aired during a high-profile venue like the Super Bowl, set a strong precedent. Mike Moses, Universal’s chief marketing officer, emphasized the powerful connection to the song “Defying Gravity.”
This connection to iconic musical moments can be replicated and expanded upon for the sequel. Creative campaigns, including promotional appearances by the stars at events like the Met Gala, helped maintain visibility. Universal’s strategy should consider incorporating diverse media appearances, social media engagements, and behind-the-scenes content to create a sense of anticipation while allowing fans a glimpse into the filmmaking process.
Universal’s ambitious plans for “Wicked: For Good” include a multifaceted approach to partnerships and branding. The previous film’s marketing benefited from a wealth of corporate collaborations, which saw merchandise spanning apparel, beauty products, and home décor flood retail locations. This comprehensive strategy not only increased brand awareness but also transformed the film into a cultural phenomenon.
Brandon Jones, president and chief marketing officer of FilmFrog, suggests that “Wicked” exemplifies the dynamic relationship between film and cultural engagement—an aspect that Universal looks to leverage for the sequel. By maintaining intricate collaborations and partnerships, the marketing efforts can extend beyond traditional advertising, integrating into popular culture through products and experiences that resonate with fans on multiple levels.
With a release schedule just a year apart, Universal has an avenue to capitalize on the success of the first film while keeping audiences excited for its sequel. The strategic timing means that theaters can utilize ticket sales data to interact with potential viewers more personally. By offering customized promotions and sequels that align with the tastes of the audience, theaters can portray the broader entertainment experience beyond merely showing a film.
Through unique offerings like collectible merchandise or experiential events that tie into the film’s theme, cinema owners can foster a connection to the film that extends beyond the screen. Rather than simply delivering marketing assets provided by Universal, theaters can craft engaging experiences that feel tailored and personal, enhancing the excitement around “Wicked: For Good.”
Universal faces an extraordinary marketing landscape as it prepares for “Wicked: For Good.” With the dual objectives of sustaining the excitement of dedicated fans while attracting broader audiences, the studio must navigate the fine line between engagement and inundation. By leveraging the accolades of the first film, fostering collaborative partnerships, and creating unique theatrical experiences, Universal can ensure that the beloved franchise continues to enchant audiences long into the future.