Inside ‘Wicked’s’ Marketing Blitz: How Universal Courted 400 Brands and Spent Big to Guarantee the Musical Was ‘Everywhere’

As someone who’s spent years in the bustling world of film marketing, I can confidently say that this interview is a masterclass in strategic promotional planning. The team behind “Wicked” has truly outdone themselves, creating a campaign that not only captivates audiences but also effectively leverages various platforms to reach an incredibly wide demographic.

So if you care to find “Wicked,” look… just about anywhere.

The “Wicked” promotional blitz is impossible to ignore, with partnerships spanning over 400 corporate brands. You can find themed products everywhere, from Starbucks’ Elphaba cold brew with green matcha foam to Lego sets inspired by the Emerald City. Even fashion retailers like Target have “Shiz University” sweaters, and OPI offers a nail polish called “Fiyero’s My Mani,” a cobalt blue shade. The studio didn’t just stop at themed drinks and clothing; they also illuminated Manhattan’s Empire State Building in the film’s signature pink and green colors. To top it off, stars Cynthia Erivo and Ariana Grande attended the Summer Olympic games in Paris dressed as Elphaba and Glinda.

The widespread attention wasn’t merely an accidental whirlwind; instead, it was deliberately orchestrated by Universal’s Chief Marketing Officer, Michael Moses. He shared his intention for the movie “Wicked” with cinema owners, stating that he aimed to be “nearly overbearing.

In today’s world, monoculture as we once knew it no longer exists,” he explained to EbMaster. “Therefore, one must be present and active in various places.

The abundance of Oz-related items doesn’t come at a low price. It’s been reported by rival studio executives that worldwide marketing expenses amounted to around $150 million. This figure does not take into account the joint production budget for “Wicked: Part One” and “Part Two,” which is expected to be released next year, totaling approximately $300 million.

The movie “Wicked,” an origin story based on “The Wizard of Oz” that unfolds events prior to Dorothy’s journey down the Yellow Brick Road, has been a significant success. It grossed $112 million at North American box offices and an additional $162 million worldwide in its opening week. This makes it the third-best domestic debut of the year and the biggest opening for a Broadway-to-film adaptation ever. The film’s outstanding reviews, positive buzz, and catchy musical numbers are expected to keep drawing audiences throughout the holiday season.

Following years of preparation, Moses revealed an ambitious and costly plan to make “Wicked” the most successful Broadway adaptation ever produced… and his intention to rekindle that magic once more for “Part Two”, scheduled for November 2025.

How did you decide where and when to start the marketing campaign?

We were always very clear that this movie centers on, and would be powered by, females. But we also wanted to declare that we intended “Wicked” to be a cultural event. And there is no bigger media event than the Super Bowl. We wanted to begin as big and declarative as possible and continue at that level.

The first teaser includes the famous “Defying Gravity” battle cry. Was there debate about holding it back?

In our project, there was no formal discussion or debate. Instead, we often engage in informal discussions when working on materials. However, if there’s one sound that symbolizes “Wicked,” it’s undoubtedly the closing notes of “Defying Gravity.” When considering investing in a 60-second Super Bowl ad spot, you need to pack as many appealing elements as possible at your disposal. We are well aware of the powerful impact of that battle cry, and ending the ad with it seemed both logical and unavoidably correct.

Studios have been criticized recently for hiding that movies are musicals. How did you approach that in the marketing materials?

When dealing with movies such as “Wonka” or “Joker,” which weren’t originally musicals, it can be tempting to hold off on incorporating musical numbers at first. Musicals are a divisive genre and introducing them too early might deter some potential viewers. However, in the case of this production, it wasn’t an adaptation of a non-singing version of “Wicked.” Initially, we didn’t have characters breaking into song, but we did use songs. As the marketing campaign evolved, we gradually introduced singing elements into the mix.

Did you take any inspiration from “Barbie,” another movie with a female-centric campaign?

The idea here is clear: Last year’s most successful film had a strong female focus, and this serves as inspiration. Sometimes, the industry seems to forget this fundamental truth – there are plenty of women in the world. When a production caters specifically to them, they will respond enthusiastically. “Barbie” demonstrated this powerfully last year. We found encouragement in this; we too aspire to create something that resonates with women on such a scale.

So, the only question anyone wants to know… how big was the marketing budget?

Instead of revealing it directly, let me express it this way: We were clear about our ambitions and the required effort to achieve them. In any cinematic production, there’s a fine line between investment and potential earnings at the box office. We carefully managed that balance. Now, looking back on our success, one might call it prudent. However, we understood that holding back in any aspect could potentially limit the film’s appeal to just fans or a specific group. Therefore, we aimed high, and sometimes reaching for the stars means bearing aspirational costs.

Are there any aspects that cost less than people would think?

The lights on the Arc de Triomphe were a bit of digital wizardry that didn’t actually happen. A lot of the partner campaigns have great reach, like Target and Xfinity. That’s a balance between partner and studio, so our ubiquity wasn’t always funded from the studio alone.

“Wicked” boasted partnerships with hundreds of brands. Were there any you turned down?

In our approach, we carefully chose whom we approached for collaboration. It’s a daring move for large retailers to invest in an initial film. Typically, such extensive marketing efforts are saved for established franchise titles that have demonstrated their ability to attract a loyal audience and generate profits. Our goal was to demonstrate the potential value of this project to all our partners, making it clear that the risk would pay off. Beginning in March 2023, we invited around 200 brands to collaborate in London and presented them with compelling materials to showcase the unique qualities of this project from the start. Therefore, we were not turning away potential partners but rather seeking out the right ones for a successful collaboration.

How did you decide which were the right brands?

Starbucks represents the ultimate prize, a goal we’ve strived to achieve for numerous years, shared by many others. They are known for being highly discerning in their partnerships. This is an unprecedented collaboration between them and a film brand at this scale. We recognized the specific demographic and knew that there were emotional and stylistic elements we could target. Each element of our campaign seemed to seamlessly complement the others, creating a cohesive whole without any discordant notes.

Which are some of the offbeat partnerships that excited you?

Lego is often linked to boys and fathers instead of girls and mothers, whether rightly or wrongly. It was truly thrilling to see them take such significant steps. I viewed this action as a strong sign of the wide range of possibilities that lay ahead.

Does consumer fatigue exist? Were you worried at any point about doing too much?

In our display, we aimed to be almost overly bold with our goal. Can you tell me when one goes too far? I’m not certain. However, in today’s world, monotony is less common than before. Therefore, it’s essential to be omnipresent. If you frequently use the internet, you might have noticed everything. Yet, there are numerous individuals who don’t, and we felt it necessary to meet them wherever they were along their consumer paths. Yes, it involves risk. I hope we didn’t overstep the mark, but opinions may differ on this point.

Do you believe the adage that all press is good press? This is my way of asking if the website misprint on the “Wicked” Barbie doll box was good in terms of awareness.

I believe it’s not accurate to say that every bit of publicity is beneficial. I typically differentiate events based on whether they could potentially deter people from wanting to watch the movie or not. In this case, I consider it as more of a harmless anecdote rather than a genuine threat.

Do you have any favorite memes?

I really enjoy watching TikTok videos where people share their transformations, whether they’re fans or skeptics, after seeing ‘Wicked.’ These videos serve as a powerful example of first-hand marketing, showcasing the impact the play has on its audience.

Are you holding space for “Defying Gravity”?

That’s going to become a saying in the lexicon.

Act Two of “Wicked” is darker in tone compared to the first. Will the promotional materials for “Wicked: Part Two” be reflective of that shift?

The real answer is we don’t know yet. Even though the relationships get more complex in Act Two, it resolves with one of the best mutually supportive songs, “For Good.” Those themes of sisterhood, standing up for yourself and doing what’s right in the world all still exist. We’re just getting started, but the good news is we’re seeing that people are leaving movie one invested in these characters and what might happen.

How do you plan to keep up momentum until “Wicked: Part Two” in 2025?

It’s doubtful that there’s a guidebook with such a quick pace for this situation. The question of how much is too much remains relevant. During award season, we’ll continue to provide support, but unlike the early start for “Part One” during the Super Bowl, we won’t begin the campaign for “Part Two” quite as soon. We’re opting for a bit more patience this time around. Rest assured, you won’t be able to ignore us if we remain persistent.

This interview has been edited and condensed for clarity.

2024-11-26 02:18