Universal’s ‘Wicked: For Good’ Marketing Challenge Unveiled
Universal Studios has set its sights on the next big blockbuster with “Wicked: For Good,” the highly anticipated sequel to the successful first installment of the cinematic project. The movie studio recently raked in over $700 million in global ticket sales for part one of “Wicked,” making it a record-breaking success in the Broadway adaptation genre.
Marketing Experts Weigh In
As Universal prepares to launch part two of the “Wicked” series in November, marketing experts are buzzing about the unique challenge the studio faces in keeping fans engaged without overwhelming more casual audiences. Mike Polydoros, CEO of PaperAirplane Media, highlighted the pent-up demand for the movie and the dedicated fan base that Universal needs to keep informed and engaged leading up to the release.
Yellow Brick Road Map to Success
Universal’s marketing strategy for “Wicked: For Good” is expected to follow a similar playbook to the first film, with some updates to maintain audience interest. The studio kicked off the promotion with a teaser trailer during the Super Bowl, followed by appearances from the stars at high-profile events like the Met Gala and the Paris Olympics.
A ‘Wicked’ Cinematic Experience
The release date for “Wicked: For Good” strategically aligns with the Thanksgiving holiday, giving the film a prime opening weekend slot before Disney’s traditional animated release. Cinemas are gearing up to capitalize on the success of the first film by offering special collectible items and unique food and drink options to entice audiences to the theaters.
Exhibitors Take Center Stage
Movie theaters are stepping up their game in marketing “Wicked: For Good,” leveraging data from the first film’s ticket sales to engage with guests on a more personalized level. The relationship between the film and the audience is now managed by exhibitors, who are finding creative ways to market the overall moviegoing experience, not just the movie itself.
With the release of “Wicked: For Good” on the horizon, Universal faces the challenge of striking the right balance between engaging die-hard fans and attracting new audiences. The studio’s innovative marketing strategies and partnerships will be put to the test as they aim to replicate the success of the first film while offering a fresh and exciting cinematic experience for all viewers.
