The original Broadway sensation Wicked, which has been running since 2003, continues to see ongoing fan base support. With the creation of a movie adaptation, the excitement and appreciation for the musical have only continued to grow.
The Wicked movie has been creating strides of success since it was first announced, displaying an impressive and comprehensive marketing strategy, especially through its series of high-profile brand collaborations.
The movie had a budget of around 145 million dollars, which reflects the investments for elaborate set designs, advanced visual effects, and extensive musical numbers. However, with the expectations of extreme box office success, some people believe the film is set to join the billion-dollar club.
One of the most talked about partnerships within the marketing strategies has been MAC Cosmetics, which is set to release a limited-edition makeup collection inspired by the movie. This collection includes an eyeshadow palette and two lipsticks that represent the witches of Oz.
Spotify is another platform aiming to build excitement for the film’s release by jumping on board with an exclusive partnership centered around the Wicked soundtrack.
In an especially genius collaboration, Starbucks has partnered with Wicked to introduce a limited-edition themed menu, including Glinda’s Pink Potion and Elphaba’s Cold Brew. This demonstrates how the movie’s marketing has become an influential facet throughout several daily activities.
A few other collaborations include Wicked beauty products through nail polishes with OPI and makeup with Ariana Grande’s line, R.E.M. Beauty, as well as Wicked branded bags from Vera Bradley and luggage from Beis. Target also has released more than 150 Wicked-inspired products.
The musical is providing fun and exciting experiences for everyone through its partnership with Broadway in Bryant Park to bring live performances of Wicked songs to the public. The movie is becoming even more of a staple in households and is the central theme in various activities.
Through its marketing strategy and outreach to various companies, the movie has been able to effectively establish its relevance through all ages and groups of people, heightening the excitement and anticipation for the release date on November 22, which will most likely carry into the next year with the release of Wicked Part 2 on November 21, 2025.
