A Still from the Film “Wicked”

Source: Universal Studios

Universal is hoping the excitement around “Wicked” can hang around — for good.

The movie studio faces a unique challenge: promote and release two build-on films just one year apart. Part one of the “Wicked” cinematic project dazzled at the box office, collecting more than $700 million in global ticket sales through Sunday. Not only did it have the highest opening of any theatrical Broadway adaptation, but it is also now the highest-grossing film based on a Broadway musical, according to data from Comscore.

A Yellow Brick Road Map

The overall marketing plan for “Wicked: For Good” is expected to be similar to the playbook used for “Wicked” with a few alterations to keep it fresh and avoid oversaturating audiences.

Universal jumpstarted the first film’s advertising strategy with a teaser trailer that ran during the Super Bowl in February. The nearly 90-second spot gave fans their first glimpse of Oz, as well as Cynthia Erivo’s triumphant battle cry from “Defying Gravity,” the closing number of the first act of the Broadway musical.

A ‘Wicked’ Cinematic Experience

Like “Wicked,” “Wicked: For Good” arrives the weekend before Thanksgiving. This gives the film breathing room for a solid opening weekend before Disney drops its traditional animated release the day before the holiday. This year, it will be “Zootopia 2.”

“Cinemas will also look to capitalize on the prior success of ‘Wicked’ when promoting ‘Wicked: For Good,'” said Brandon Jones, president and chief marketing officer of FilmFrog. “While Universal will provide creative assets such as trailers, standees and other digital and physical materials, theaters big and small will look for ways to lure audiences to their locations with special collectible popcorn buckets and unique food and drink options.”

Conclusion

Universal will look to repeat the success of the first film’s marketing campaign, but with some variation. With nine months before the release of “Wicked: For Good,” the studio will continue to do incredible work and find the right balance of partnerships that can innovate and really match the heart of the next film.

FAQs

Q: What is the marketing plan for “Wicked: For Good”?
A: The overall marketing plan for “Wicked: For Good” is expected to be similar to the playbook used for “Wicked” with a few alterations to keep it fresh and avoid oversaturating audiences.

Q: When will “Wicked: For Good” be released?
A: “Wicked: For Good” is scheduled to be released in November.

Q: What is the state of exhibition in the film industry?
A: The state of exhibition is to influence culture, according to Brandon Jones, president and chief marketing officer of FilmFrog.