The Most Egregious Wicked Marketing Stunts

As a lifelong fan of both Monopoly and the Wicked musical, I must say this special edition board game has left me feeling rather bewildered. While I can appreciate the creativity behind it, I can’t help but feel that the spirit of Monopoly – that intense competition and the occasional family feud – seems at odds with the heartwarming tale of friendship and self-discovery in Wicked.

Did you know there’s an adaptation of Wicked coming out this month? Did you know it stars Cynthia Erivo and Ariana Grande as Elphaba and Glinda? Did you know these characters are often represented by the colors green and pink? Did you know there’s going to be a whole-ass second part coming out last year?

If you haven’t been isolated recently, chances are you’ve heard that the musical “Wicked” is coming to theaters later this autumn. This information might have reached you through seeing Erivo and Grande at various sports events, magazine covers, and award shows, or perhaps while wandering around Target, where “Wicked” merchandise abounds. The fact that “Wicked” has borrowed a leaf from “Barbie’s” marketing strategy of ‘culture jacking’ is causing frustration among many – including long-time skeptics of the musical and ardent fans alike. Whether people actually attend the movie, when it releases on November 22, remains to be seen. For now, let’s discuss some of the film’s most bothersome and peculiar promotional tactics.

Appearances

Throughout the entire year, it seems like Erivo and Grande can’t escape your screen, whether you’re watching TV, checking your laptop, or glancing at your phone. They’re everywhere! While some appearances, such as magazine covers and Ariana hosting SNL, are understandable given a movie promotion, their frequent presence in colors reminiscent of “Wicked” can be a bit grating. Yet, here we are.

Kardashian family early screening

Last week, Kim Kardashian shared on her Instagram Story that upon returning home, she found a setup prepared by Cynthia and Ariana. Kim was intrigued, implying that these Wicked stars somehow found time amidst their promotional duties to erect cardboard cutouts. The Kardashians, minus Kendall, were among the first to watch the movie, hinting at a potential collaboration between Skims and Wicked in the future. However, this collaboration has been met with frustration by longtime Wicked fans who feel it disregards the original story and message of the musical. A Reddit user expressed their disapproval, stating that the studio seems to misunderstand the essence of Wicked, and the Kardashians’ involvement goes against everything Elphaba stands for. It’s common for celebrities to get early screenings in the comfort of their homes, but Kim’s video showcasing various merchandise raised concerns about the commercialization of this promotional cycle. One can only wonder what North thought about it all.

2024 Met Gala

It’s understandable that celebrities from films attend events like the Met Gala for some cross-promotion, but it was noticeable when Ariana Grande and Cynthia Erivo wore outfits that seemed to hint at an upcoming movie project. The colors of their outfits made one wonder if they might be starring in a film together this year, similar to how Grimes’ Tesla-inspired choker suggested a connection with the electric car company. However, the Met Gala is unique with its own themes, and while Grande’s pink-tinted mother-of-pearl bodice and Erivo’s floral Thom Browne suit-skirt adhered to this year’s “Garden of Time” theme, their outfits seemed to hint at a potential future collaboration.

Olympics appearance

It seemed almost predictable: NBC has the Olympics, Universal has the musical “Wicked”, and now NBCUniversal has the cast of “Wicked” at the Olympics, sporting their signature green and pink hues. This year’s Olympics saw a plethora of celebrities, and while gymnasts do have elements that suggest defying gravity, their color-coordinated appearances appeared to divert attention from the main event. One might think they would flood Olympic commercial breaks with “Wicked” trailers instead. Funny enough, it appears they’ve already done so! However, at least they haven’t interfered with post-Olympics sports like, for instance, the WNBA, right? Oh, but it seems they have…

Product tie-ins

It’s quite common for movies and high-profile brands to have connections with various products, especially when they seem to be following in the footsteps of a marketing strategy like Barbie’s (though it’s worth noting that the movie itself was also based on a product). Some may find the Stanley Cups inspired by Wicked or the Aerie collaboration too reminiscent of 2014, but there’s no denying that these products appeal to fans who want to show their support for Wicked like it’s a sports team.

Starbucks’ ‘Wickedly Delicious’ Drinks

In simpler terms, the idea is that coffee products with colorful themes, such as those inspired by Shrek or Wicked, don’t quite capture the essence of their respective themes in terms of taste and appearance. For instance, a drink called Elphaba’s Cold Brew, from Starbucks, combines coffee flavor, peppermint flavor, and matcha flavor, with green candy sprinkles. However, the combination might not necessarily be appealing to everyone, unlike the popular three-flavor blends we commonly enjoy. Unfortunately, this drink doesn’t transition from green to a brownish black as one might expect, but instead appears more like a greenish tan, similar to the color palette of the Wicked movie itself.

Monopoly Wicked Edition

In simpler terms, fans of Monopoly and Wicked musical are two distinct groups with separate interests, although they may share a common board game theme. While special editions of Monopoly based on various themes like The Simpsons, Lord of the Rings, or Britney Spears are not inherently problematic, combining them with Wicked seems contradictory because Monopoly is about property and power struggles, often leading to arguments among players, which is at odds with the message of friendship and understanding in Wicked. Even though both may involve conflict, the aggressive aspect of Monopoly clashes with the emotional journey portrayed in Wicked.

2024 Lexus TX

Many merchandise tie-ins associated with the musical “Wicked” seem geared towards a younger audience, as evident in products like “Wicked” Rice Krispy treats and “Wicked” Lego sets. If you are an adult who appreciates such items, good for you, but remember the demographic these marketing strategies cater to. But let’s imagine that you are indeed a grown-up who cherishes “Wicked” and yearns for a more mature product? Why not consider a sophisticated Lexus as an option? The luxury SUV comes with a starting price of approximately $55,000, and the company showcased the vehicle by blending clips from the movie with footage of the car speeding around what appears to be Oz, rather than a random forest in Slovakia.

https://youtube.com/watch?v=9XoBsfFpQJI?si=skDdr47xZrGukAqw

As a movie aficionado, I must admit that if the advertising campaign for “Wicked” were as captivating as unveiling two luxurious Lexus SUVs in a lush, forest green and vibrant bubblegum pink, it would undoubtedly spark intrigue among audiences. Such a daring move could indeed turn heads and ignite conversation. However, when a costly vehicle enters into a sponsored partnership with “Wicked,” yet neither of the film’s stars are shown within the car itself, it simply doesn’t elevate the story to uncharted heights – it remains grounded in reality.

Double Trouble

The Target advertisement featuring numerous joyful shoppers singing “Defying Gravity” as they buy Wicked-themed items from Target, culminating in a cameo by Cynthia Erivo, could be seen as the pinnacle of Wicked’s promotional strategy: a commercial that not only advertises a product but also includes one of the film’s stars. A Reddit user from the Wicked subreddit commented, “While I understand that the film’s message contradicts the consumerism we’ve witnessed, the studio needs to create enough buzz and word-of-mouth to get people to buy tickets.” What is most disheartening for these performers is the way their marketing has overlooked their hard work, including months of preparation and filming, in favor of promoting the products and clothing related to the film. Erivo and Grande are certainly proud of their achievements, but they’ve spent the entire year peddling merchandise instead of the movie itself. However, effort doesn’t sell; toys do. Stanley cups do. The Kardashians do. Universal aims to avoid another In the Heights or West Side Story scenario – musical films that fail to resonate with audiences or attract theatergoers for a cinematic experience. Unlike those movies, Wicked became and remained popular for a reason. It’s time to let it shine on its own.

2024-11-01 20:54