Universal Is Ready to ‘Figure Out’ More Wicked Sequels

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The new movie Wicked: For Good is a huge success for Universal Pictures and the film industry as a whole. It earned $150 million in its opening weekend, making it the highest-grossing movie ever adapted from a Broadway musical, surpassing the original Wicked’s record. Despite a challenging box office season for many star-studded films, including those starring Dwayne Johnson, Sydney Sweeney, and Jennifer Lopez, Wicked: For Good has become the second-biggest movie opening of the year, only behind A Minecraft Movie. It even moved Disney’s Lilo & Stitch remake down to third place.

The movie Wicked achieved record-breaking ticket sales – over $226 million worldwide – and became a major cultural event. This success was fueled by extensive marketing, including partnerships with many brands, themed challenges, TV appearances, and an official podcast. These efforts created a huge buzz, making Wicked feel less like a typical movie release and more like a vibrant, widespread phenomenon.

The first Wicked movie, released almost a year ago, was one of 2024’s biggest hits, earning $758.7 million worldwide on a $150 million budget and receiving ten Academy Award nominations (winning for Costume and Production Design). With strong ticket sales continuing for Wicked: For Good, Universal Pictures is already considering sequels or spin-offs to expand the story into a larger Wizard of Oz film series. According to Universal’s marketing chief, Michael Moses, the film’s success and dedicated fanbase create a sense of obligation to continue exploring this world. While plans aren’t finalized, development is already in progress.

Following a very slow October for movie theaters – the worst in 25 years – and amidst a potential takeover of Warner Bros. Discovery by Universal’s parent company, Comcast, the strong performance of Wicked: For Good was seen as a much-needed boost for the film industry. Universal executives say the decision to release the second part of the film just one year after the first wasn’t automatic. They considered waiting two years, or even releasing it after only six months. Ultimately, they decided on consecutive Thanksgiving releases because Wicked is a film the whole family can enjoy, and doesn’t rely on the summer months when kids are out of school. Exit polls showed that around 70% of the opening weekend audience was female.

Hollywood’s attempts to turn popular Broadway musicals into movies have been hit or miss. While some, like Grease (which became a classic and had a chart-topping soundtrack in 1978) and Mamma Mia! (a huge box office success earning $706.7 million decades later), have been triumphs, others have failed spectacularly. A prime example is the 2019 film adaptation of Andrew Lloyd Webber’s Cats, which cost $95 million to make but was widely panned by critics, became a source of jokes, and ultimately flopped, earning only $78.3 million in ticket sales.

Unlike with Cats, Universal quickly recognized Wicked as a potentially much bigger hit. To capitalize on this, they created an unusually large number of promotional partnerships – over 450, including brands like Lexus, Betty Crocker, and Bloomingdale’s. When it came time to promote Wicked: For Good, these partnerships had already proven successful, and the studio added around 90 more official partners. These companies offered *Wickedthemed products and services, and helped build excitement for the film before it was released.

Beyond typical advertising like billboards and movie trailers, Universal launched a huge campaign for Wicked across streaming platforms, television, and video games. In October, director Jon M. Chu appeared as a guest judge on a Wickedthemed episode of Dancing With the Stars, where all the dances were performed to songs from the films. Then, on November 6th, NBC – a sister company of Universal – broadcast Wicked: One Wonderful Night, a two-hour concert featuring Ariana Grande, Cynthia Erivo, and original Broadway stars Idina Menzel and Kristin Chenoweth singing songs from both Wicked and the upcoming Wicked: For Good*. According to one observer, this felt like a classic variety show, and they saw a noticeable increase in ticket sales and social media buzz immediately afterward. The concert was also made available to stream on Peacock the next day.

Recently, both LEGO Masters and Project Runway featured challenges inspired by the world of Wicked. Ariana Grande and Cynthia Erivo made a guest appearance on RuPaul’s Drag Race All Stars, encouraging collaboration and challenging the idea of labeling witches as simply ‘good’ or ‘wicked’. Universal Studios also predicts that Erivo’s powerful scream during the song “No Good Deed” will quickly become a viral sensation.

To reach younger audiences, Universal partnered with Roblox in a unique deal. Earlier this month, Roblox began featuring branded gaming experiences, like the Brookhaven x Wicked: For Good event. Players could explore a virtual Wicked castle, create photos in the Emerald City, and interact with characters like Glinda and Elphaba while uncovering hidden storylines. This in-game attraction drew 32 million unique visitors in its first weekend, leading to 130 million trailer views on the platform. According to Moses, “To truly connect with audiences, you need to be present everywhere they are.” He explains that the Roblox partnership was especially important for reaching Gen Z and Gen Alpha, who are difficult to connect with through traditional advertising methods.

In Hollywood, where franchises are common, successful movies often lead to sequels, spin-offs, reboots, or prequels. After the premiere of Wicked: For Good earlier this month, Stephen Schwartz, the composer and lyricist of the original Broadway musical, mentioned that he and Winnie Holzman, who co-wrote both the stage show and films, are currently exploring ideas for future projects beyond a direct sequel to Wicked.

According to composer Stephen Schwartz, the story of Glinda and Elphaba feels finished, though there’s potential to expand on the ‘Wicked’ universe. He mentioned that author Gregory Maguire has written other related books, but he and writer Winnie Holzman are considering a companion piece rather than a direct sequel – something that adds to the story without continuing it in the traditional sense.

Universal Pictures knows the Wicked franchise is connecting with fans in a significant way. According to Jim Orr, Universal’s head of domestic theatrical distribution, promoting these films isn’t just about advertising—it’s about creating memorable experiences. They aim to make Wicked and Wicked: For Good not just movie releases, but major cultural moments.

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2025-11-24 20:59