For theater lovers and movie fanatics alike, the “Wicked” film has been highly anticipated for years. When casting announcements were finally made in 2021 – after multiple delays due to the COVID-19 Pandemic, the idea of seeing our favorite witches on the big screen was finally tangible. Fans have been waiting a long time for this film, but that’s not the only reason why they’re excited. The marketing for “Wicked” has been a breath of fresh air for audiences who are tired of new-generation movie-musical trailers, which hide the musical aspects in an effort to sell more tickets.
With recent releases like “Mean Girls (2024)” and “Wonka,” many viewers were upset by the surprise of these movies being full-fledged musicals while the marketing suggested otherwise. Trailers for these films neglected to show much, if any singing. Many were surprised to learn that the 2024 remake of the 2004 cult-classic film “Mean Girls” was actually an adaptation of the Broadway musical of the same name, and not just a movie remake. Theater fans were frustrated that Hollywood was seemingly trying to erase musical theater from the big screen, under the impression that people won’t willingly go see a musical.
Director Jon Chu thought differently, though. From the very first trailer, the powerful soundtrack from the musical was displayed upfront, causing emotional reactions from “Wicked”-lovers. Many were ecstatic to see that Universal was paying proper homage to the 2003 Broadway musical. In the copious trailers and featurettes leading up to the film’s Nov. 22 release day, each one recognizes that the Broadway musical is special to a multitude of people, and emphasizes their goal of handling the source material with care.
Not only have the special-inside looks for this blockbuster caused immense excitement, but so has the seemingly never-ending supply of merchandise. Stores like Target, Ulta, Starbucks, Forever 21 and so many more have been stocked full of special items to promote the film. The range is incredible; from clothing and makeup products to color-changing baked goods, these products are flying off the shelves.
It’s refreshing to see a movie put as much effort into its marketing as the film itself – and it’s paying off. Before “Wicked” has even officially hit our screens, it’s already made strides in ticket sales. On “Wicked”’s first-day of advance ticket sales on Fandango, it ranked as the best PG-rated first-day ticket pre-seller of 2024, and the 3rd best of all time. The film is expected to be a box office success, and one of 2024’s best opening weekends.
It’s important to keep in mind that the film set to hit our screens in just a few weeks is only “Wicked: part one,” and that in late 2025 “Wicked: part two” will premiere. If the marketing team keeps up the same hype for the second-parter, the success of both films should be immeasurable.
